The sponsorship performance cycle: longitudinal evidence of sponsors’ contribution to Formula One team achievement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joe B. Cobbs ◽  
Jonathan A. Jensen ◽  
B. David Tyler
Keyword(s):  
Team Performance ◽  
Design Methodology ◽  
Content Type ◽  
Formula One ◽  
Competitive Success ◽  
Return Channel ◽  
Business Exchange ◽  
Business To Business ◽  
Practical Implications ◽  
Heterogeneous Resources

Purpose A sponsorship performance cycle of business-to-business (B2B) exchange is conceptualized, where distinct types of resources are invested by sponsoring firms into sponsored properties and the competitive success of those properties enhances returns to sponsors. While the latter return channel in this cycle is well-documented, the former investment channel has remained opaque. Recognizing this empirical missing link, this paper aims to illuminate the investment channel through a longitudinal analysis. Design/methodology/approach Based on 50 years of Formula One (F1) team and sponsor alliances, this study models the effects of three different sponsorship categories on team performance in the annual F1 constructors’ championship. Findings The results demonstrate that each incremental sponsor offering performance-based resources is associated with four additional team points in the championship, controlling for factors such as past success and team experience. Conversely, sponsors offering access to financial or operational resources have no competitive impact. This performance-based sponsor effect is illustrated in models of the current and following seasons. Research limitations/implications In combination with related literature, this study substantiates a complete sponsorship performance cycle in the motorsports context. Practical implications The findings contribute an empirically-based strategy for sustainable sponsorship support that emphasizes acquisition of performance resources in the business-to-business exchange over operational or strictly financial alternatives. Originality/value While scholars have discerned that sponsors invest heterogeneous resources into sponsored properties, and the competitive success of those properties can enhance returns to sponsors, this study demonstrates that particular resources invested by sponsors are related to the property’s competitive success.

scholarly journals Resource integration for co-creation between marketing agencies and clients

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1329-1354 ◽  
Author(s):  
Tim Hughes ◽  
Mario Vafeas ◽  
Toni Hilton
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Resource Integration ◽  
Marketing Theory ◽  
Content Type ◽  
Integration Approach ◽  
Resource Enhancement ◽  
Operant Resources ◽  
Business To Business ◽  
Practical Implications

Purpose Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.

A framework to manage business-to-business branding strategies

2019 ◽  
Vol 14 (2) ◽  
pp. 110-122 ◽  
Author(s):  
Fabio Cassia ◽  
Francesca Magno
Keyword(s):  
Design Methodology ◽  
Specific Situation ◽  
Content Type ◽  
The Past ◽  
Branding Strategies ◽  
B2b Branding ◽  
Number Of Customers ◽  
The Relationship ◽  
Business To Business ◽  
Practical Implications

PurposeIn the past decades, a growing body of studies has assessed the importance of brands in business-to-business (B2B) markets. However, until date, a comprehensive understanding of B2B branding strategies is lacking. Hence, the purpose of this paper is to develop a framework to select and manage B2B branding strategies.Design/methodology/approachThis study’s arguments are developed in line with MacInnis’s (2011) guidelines on conceptual contributions in marketing.FindingsAs a result of the arguments of this study, a framework is developed to identify the relationships between the types of B2B contexts and effective B2B branding strategies.Research limitations/implicationsDespite deriving from an extensive analysis of the literature, the framework requires future empirical validation. Moreover, the relationship linking a supplier to its customer is unique, and hence, each supplier should carefully select a branding strategy depending on the specific situation.Practical implicationsThe suggested framework provides actionable insights to inform managers’ decisions about the most effective B2B strategy for their firm, based on the relational complexity (number of customers, intensity of co-production and co-creation, and dyadic vs multiple-actor view).Originality/valueThis is the first study to provide a comprehensive model of B2B branding strategies. Therefore, it contributes to both advance theoretical knowledge and managerial practice.

Meeting the needs of different business-to-business customers

2019 ◽  
Vol 35 (11) ◽  
pp. 21-23
Keyword(s):  
Design Methodology ◽  
Business Markets ◽  
Content Type ◽  
Branding Strategies ◽  
Customer Type ◽  
Pertinent Information ◽  
Business Customers ◽  
The Relationship ◽  
Business To Business ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Brands are playing an increasingly influential role in business-to-business markets. Suppliers can become better positioned to exploit the opportunities offered by devising and implementing branding strategies appropriate to the nature of the relationship with and requirements of each customer type. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Assessing the health impact of using lean management approaches to boost performance

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Team Performance ◽  
Design Methodology ◽  
Team Learning ◽  
Health Impact ◽  
Lean Management ◽  
Content Type ◽  
Pertinent Information ◽  
Learning Dynamic ◽  
Management Approaches ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper concentrates on understanding the interrelationships of lean management, occupational health, team learning, and team performance. The results evidence that creating a team learning dynamic – at a team level – does directly impact the success of LM and consequently impacts workers’ health. HR practitioners are therefore advised to seriously consider the benefits, for example, of reducing production targets as a way of unlocking improvements in employee health. HR-led efforts to create a team learning dynamic should supply a perception of improvement, which should be sustained by HR communicating evidence of the very continuous improvements that employees have generated. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Brand-reseller representative relationship for enablement: a research agenda

2020 ◽  
Vol 23 (4) ◽  
pp. 679-695
Author(s):  
Suraksha Gupta ◽  
Len Tiu Wright
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Qualitative Methodology ◽  
Theory And Practice ◽  
Content Type ◽  
Emotional Aspect ◽  
Temporal Aspects ◽  
Research Questions ◽  
Business To Business ◽  
Practical Implications

Purpose The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a single paradigm. The conceptualization bridges a gap in theory and practice by explaining how a brand can be managed by brand managers building empathetic relationships with resellers and understanding their requirements. Design/methodology/approach It draws upon qualitative methodology and data collected from 12 business-to-business resellers for brands and 8 brand managers working for international brands in India. Findings Brand personified and represented in research questions investigated showed the enablement aspects of brand representatives in competitive reseller networks. Practical implications The findings of this study will be very useful for brand managers aiming to penetrate markets through individuals who could represent their brands to resellers. Social implications This study will help brand managers to create a stronger brand-reseller relationship marketing strategy by incorporating the emotional aspect of personification to benefit a socially driven relationship. Originality/value This study offers new insights into the temporal aspects of branding for business-to-business markets.

Business models in the business-to-business and business-to-consumer worlds – what can each world learn from the other?

2016 ◽  
Vol 31 (8) ◽  
pp. 943-954 ◽  
Author(s):  
Ryan Neill Stott ◽  
Merlin Stone ◽  
Jane Fae
Keyword(s):  
Business Model ◽  
Design Methodology ◽  
Business Models ◽  
Academic Research ◽  
Content Type ◽  
Managerial Implications ◽  
Business To Consumer ◽  
Business To Business ◽  
Practical Implications ◽  
Proper Analysis

Purpose The purpose of this research is to identify how managers can apply the results of academic research into the concept of business models for creating and evaluating possible models for their businesses. Design/methodology/approach A review of the literature is followed by two case studies, from the airline and logistics industries, followed by recommendations based on both. Findings The findings are that there is relatively weak consensus among academics as to the definition and meaning of a business model and its components, and that the notion of generic business model applies better within rather than between industries, but that the discussion is a very fertile one for developing recommendations for managers. Practical implications The managerial implications of the study are that in their planning and strategizing, managers should factor in a proper analysis of the business model they currently use and one that they could use. Originality/value The study provides a useful addition to the literature on the practical implications of business models.

Team tactics in shared leadership

2014 ◽  
Vol 30 (10) ◽  
pp. 32-34
Keyword(s):  
Information Sharing ◽  
Team Performance ◽  
Shared Leadership ◽  
Design Methodology ◽  
Reading Time ◽  
Demographic Diversity ◽  
Content Type ◽  
Pertinent Information ◽  
The Relationship ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds personal impartial comments and places the articles in context. Findings – In a study about the increasing importance in today’s organizations of shared leadership, it was found to be positively associated with team performance, and this association was mediated by information sharing. Demographic diversity moderated the relationship between shared leadership and team performance, such that shared leadership was more strongly associated with team performance in more diverse teams and less in less diverse teams. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

How and why managers use conceptual devices in business-to-business research

2014 ◽  
Vol 29 (7/8) ◽  
pp. 633-641 ◽  
Author(s):  
Lars-Johan Åge
Keyword(s):  
Focus Groups ◽  
Conceptual Model ◽  
Design Methodology ◽  
Business Research ◽  
Specific Context ◽  
Translation Process ◽  
Content Type ◽  
Equal Footing ◽  
Business To Business ◽  
Practical Implications

Purpose – This study aims to analyze how and why managers adopt and use business-to-business (B2B) research. Design/methodology/approach – Data were collected through participant observations, focus groups and interviews in three organizations that had used a certain conceptual model from B2B research. Findings – The study suggests that managers use B2B research in an action-oriented, flexible and dynamic manner. Such conceptual or translational use is characterized by managers’ creative translation of the research to match the problems they are facing at that particular time. Research limitations/implications – This study suggests that researchers and managers are on equal footing, and can contribute to one another in an active and creative way. Practical implications – Through translating research into their specific context, managers can find a new spectrum of research usage in their organization, but can also contribute to research in an interactive and creative way. Originality/value – This study gives empirical examples for how and why a certain piece of B2B research has been used by managers in three organizations. Moreover, this study contributes to existing models relating to marketing use by giving examples of the active translation process in which managers adopt the research to their specific challenges.

B2B engagement within an internet of things ecosystem

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sadia Soltani
Keyword(s):  
Internet Of Things ◽  
Literature Review ◽  
Conceptual Framework ◽  
Research Method ◽  
Design Methodology ◽  
Content Type ◽  
Dominant Logic ◽  
Engagement Strategies ◽  
Business To Business ◽  
Practical Implications

Purpose This study aims to investigate business-to-business (B2B) engagement within an internet of things (IoT) ecosystem. A conceptual framework is proposed that can be used for building engagement strategies considering key actors within an IoT ecosystem. Design/methodology/approach The study used an integrative literature review as a research method and investigated engagement across several disciplines along with antecedents and outcomes of engagement to form an understanding of IoT engagement. Findings The findings in this study revealed IoT engagement antecedents as IoT readiness, commitment, communication, involvement and support and, consequently, the outcomes of IoT engagement as trust, loyalty, better performance and satisfaction. Furthermore, IoT engagement needs to be considered from three perspectives, namely, from a multidimensional perspective, beyond a dyad perspective and from the service-dominant logic perspective, which suggests thinking of goods as services and highlights the importance of value co-creation. Research limitations/implications As the study of B2B engagement within the IoT ecosystem is conceptual, empirical investigations are suggested for elaborating on the findings. Practical implications The conceptual framework provides managers within an IoT ecosystem with thorough recommendations on why to change their perspectives toward engagement; it points out drivers of engagement that need to be maintained and adds IoT readiness as a new antecedent to engagement literature. Originality/value This study contributes a coherent conceptualization of actors’ engagement within IoT ecosystems and enhances both the theoretical and practical domain of B2B engagement.

Social media influence on the B2B buying process

2019 ◽  
Vol 34 (7) ◽  
pp. 1482-1496 ◽  
Author(s):  
Hoda Diba ◽  
Joseph M. Vella ◽  
Russell Abratt
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Media Influence ◽  
Content Type ◽  
Exploratory Approach ◽  
Functional Blocks ◽  
Use Of Social Media ◽  
The Relationship ◽  
Business To Business ◽  
Practical Implications

Purpose This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. Design/methodology/approach The study uses an exploratory approach into the existing literature related to the B2B buying process and its relationship with social media. Findings The study shows that companies in a B2B context can use social media as a means of influencing the stages of the buying process by means of using one or more of the seven functional blocks of social media. Research limitations/implications The findings demonstrate the relation that exists between each stage of the buyer process in a B2B organization and the functional blocks of social media. This study opens the door for further research into the influence of each of these blocks on the buying process stages and the roles involved. Practical implications This study identifies how social media’s blocks influence the different stages and how organizations can use that to their benefit. Originality/value Few studies have investigated the use of social media in a B2B context. However, not many have looked into the influence of social media in the B2B buying process and buying center. This study looks into the relationship between the buying process stages and social media’s functional blocks as related to the different roles of the buying center.

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