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| Version | User | Scope of changes |
|---|---|---|
| Mar 25 2010, 9:15 AM EDT (current) | Maartenflip | 18 words added, 16 words deleted |
| Mar 9 2010, 6:01 AM EST | Maartenflip | 8 words added, 34 words deleted |
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For those who read this:
This is my masters thesis in progress. So... its under construction. It will be full of spelling and grammar errors now, or even things which are maybe wrong and need to be changed. I'm working on it in here, so every day you can see differences. It should be look like a complete master thesis a little more every day. Some parts are incomplete, just ideas or quotes.
I invite everybody to give comments if you have. Anything is welcome!
Maarten Lammers
Sponsorship research intern at Incubate.
Work title: “The current position of sponsorshipsponsorship: inA presentation of culturalthe Sponsorship organizations.”Progression Model.”
1. Introduction
This is my masters thesis in progress. So... its under construction. It will be full of spelling and grammar errors now, or even things which are maybe wrong and need to be changed. I'm working on it in here, so every day you can see differences. It should be look like a complete master thesis a little more every day. Some parts are incomplete, just ideas or quotes.
I invite everybody to give comments if you have. Anything is welcome!
Maarten Lammers
Sponsorship research intern at Incubate.
Work title: “The current position of sponsorshipsponsorship: inA presentation of culturalthe Sponsorship organizations.”Progression Model.”
1. Introduction
- A short outline of the status and function of sponsorship
- Short outline of the development of sponsorship
- Focus of this research
- Why this research
- Objectives of the research
- Outline of thesis
- Literature research
- Case study Sponsorship progression model
- Case study
3.23.1 Definitions
3.33.2 History of sponsorship research
3.3 Philanthropy
4. Strategic sponsorship
4.1 Traditional sponsorship
3.3 Philanthropy
4. Strategic sponsorship
4.1 Traditional sponsorship
- Philanthropic base
- Social involvement
- Creating competitive advance
- Cause-related marketing
- Association with a cause
- Marketing by association
- Advertising
- Advertising association
- Sponsorship-linked marketing
- Advertising is dying
- Creating competitive advance by other ways
- Getting more out of a sponsorship
- Resource-based view on this firm
- Integrating sponsorship into the whole corporate strategy
- Introduction of strategic alliances B2B alliances
- Sponsorship integration in corporate strategy
- Creating hard-to-copy competitive advance
- Sustainable relationship
- Goal convergence
- Management of sponsorship
- Creation of a separate sponsorship entity
- Introduction of the co-marketing alliance
- Sponsorship as a co-marketing alliance
- Strategic compatibility
- Goal convergence
- Commitment
- Trust
- Economic and non-economic satisfaction
6. Freshheads case-study: an example of a strategic alliance
7. Conclusion and recommendations
- A description of the alliance between Incubate and Freshheads
- What makes it a good example of a strategic alliance?
- Test if it fulfils the requirements of a co-marketing alliance
7. Conclusion and recommendations
