The resource-based view (RBV) of the corporation has turned into a well-known management theory that firms can utilize to analyze resources as possible sources of competitive advantage. Theorists have suggested sponsorship of sport properties as one such resource, yet special instances of sponsorship's role in the achievement of a sustained advantage over competitors of a company have not yet been investigated. This informative article illuminates the instance of Visa's longstanding worldwide sponsorship of the Olympic Games, which was commenced and leveraged to counteract competitor American Express' advantage with international business travelers.
Evidence is presented that supports Visa's accomplishment of a competitive advantage during the term of the sponsorship. The case is then used to create a conceptual model predicated on the RBV to identify the crucial features of properties that were sponsored capable of assisting the sponsoring company in attaining a sustained competitive advantage. From a managerial perspective, the model was created to help marketing managers tasked with the identification and evaluation of possible sponsorship properties.
PUBLICATION DATE: March 15, 2016 PRODUCT #: BH726-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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