dc.contributor.advisor | Κριεμάδης, Αθανάσιος | |
dc.contributor.advisor | Αθανασοπούλου, Πηνελόπη | |
dc.contributor.advisor | Δουβής, Ιωάννης | |
dc.contributor.author | Σαρλή, Έλενα | |
dc.date.accessioned | 2013-11-08T12:28:07Z | |
dc.date.available | 2013-11-08T12:28:07Z | |
dc.date.issued | 2010 | |
dc.identifier.uri | http://amitos.library.uop.gr/xmlui/handle/123456789/769 | |
dc.description.abstract | Due to the increasing financial value of sport sponsorship, the selection of a
sponsorship partner and the development of the sponsorship deal are crucial
issues for sport sponsorship partners. This is a qualitative study which
examines the sponsorship selection and development process among 3
“sponsorship triads”. The researcher conducted nine thorough focused
interviews with all of the sport properties and their sport sponsors examined in
order to gain a deeper understanding on how sport sponsors and sport
properties decide upon sponsorship proposals and on the stages through
which the sponsorship process develops. The findings are analysed and the
results showed that the selection criteria vary according to each corporation’s
special needs and characteristics. Revenue opportunities, image
enhancement gained through the sponsorship, the match of target markets
and the prospective contract’s terms are important selection criteria in the
selection process. Duration of the agreement, quality of relationship and
special criteria according to each prospective partner’s industry are
moderating factors. Sponsors and sponsees have a structured process in
place which is very alike new service development and the sponsorship
development process is comprised by 3 phases. The information collection
phase, the proposal preparation and presentation or receipt phase and the
negotiations and contract sign phase. Managerial implications are also
presented followed by a section which addresses the limitations of the study
and suggests recommendations for future research. | el |
dc.format.extent | 94 σελ. | el |
dc.language.iso | en | el |
dc.publisher | Πανεπιστήμιο Πελοποννήσου | el |
dc.rights | Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/gr/ | * |
dc.subject | Χορηγία, Αθλητική | el |
dc.title | The selection process of sponsors and sponsees and the process of developing the sponsorship deal | el |
dc.type | Μεταπτυχιακή διπλωματική εργασία | el |
dc.contributor.department | Τμήμα Οργάνωσης και Διαχείρισης Αθλητισμού | el |
dc.contributor.faculty | Σχολή Επιστημών Ανθρώπινης Κίνησης και Ποιότητας Ζωής | el |
dc.contributor.master | Οργάνωση και Διοίκηση Αθλητικών Οργανισμών και Επιχειρήσεων | el |
dc.subject.keyword | Football sponsorship | el |
dc.subject.keyword | Sponsorship decision-making | el |
dc.subject.keyword | Sponsorship acquisition | el |