Evaluating Sponsorship Through the Lens of the Resource-Based View: The Potential for Sustained Competitive Advantage

30 Pages Posted: 19 Nov 2015 Last revised: 19 Apr 2018

See all articles by Jonathan A. Jensen

Jonathan A. Jensen

University of North Carolina at Chapel Hill

Joe Cobbs

Northern Kentucky University - College of Business

Brian Turner

Ohio State University (OSU)

Date Written: November 17, 2015

Abstract

The resource-based view (RBV) of the firm has become a prominent management theory to analyze firm resources as potential sources of competitive advantage. Theorists have suggested sponsorship of sport properties as one such resource, yet specific cases of sponsorship’s role in a firm’s achievement of a sustained advantage over competitors have yet to be explored. This paper illuminates the case of Visa’s longstanding global sponsorship of the Olympic Games, which was initiated and leveraged to counteract competitor American Express’ advantage with global business travelers. Evidence is presented that supports Visa’s achievement of a competitive advantage during the term of the sponsorship. The case is then utilized in the development of a conceptual model, which utilizes the RBV to identify the key characteristics of sponsored properties capable of assisting the sponsoring firm in achieving a sustained competitive advantage. From a managerial perspective, the model is designed to assist marketing managers tasked with the identification and evaluation of potential sponsorship properties.

Keywords: Sport sponsorship, resource-based view, marketing management, competitive advantage, Olympic Games

JEL Classification: M1, M3, M30, M31, M37

Suggested Citation

Jensen, Jonathan and Cobbs, Joe and Turner, Brian, Evaluating Sponsorship Through the Lens of the Resource-Based View: The Potential for Sustained Competitive Advantage (November 17, 2015). Business Horizons, 59, 163-173.. Available at SSRN: https://ssrn.com/abstract=2692327

Jonathan Jensen (Contact Author)

University of North Carolina at Chapel Hill ( email )

308 Woollen
Chapel Hill, NC 27599
United States

Joe Cobbs

Northern Kentucky University - College of Business ( email )

Highland Heights, KY 41099
United States

Brian Turner

Ohio State University (OSU) ( email )

A264 PAES Buidling
307 Annie & John Glen Ave.
Columbus, OH OH 43210
United States
614-247-8374 (Phone)

HOME PAGE: http://go.osu.edu/bturner

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