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Evaluating sponsorship through the lens of the resource-based view The potential for sustained competitive advantage.pdf
Business Horizons (2016) 59, 163—173
Available online at
ScienceDirect
/locate/bushor
Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage
Jonathan A. Jensen a,*, Joe B. Cobbs b, Brian A. Turner c
a Girard School of Business, Merrimack College, North Andover, MA 01845, U.S.A. b Haile/US Bank College of Business, Northern Kentucky University, Highland Heights, KY 41099, U.S.A. c Department of Human Sciences, The Ohio State University, Columbus, OH 43210, U.S.A.
KEYWORDS
Sport sponsorship; Resource-based view; Marketing management; Competitive advantage; Olympic Games
Abstract The resource-based view (RBV) of the ?rm has become a prominent management theory that ?rms can use to analyze resources as potential sources of competitive advantage. Theorists have suggested sponsorship of sport properties as one such resource, yet speci?c cases of sponsorship’s role in a ?rm’s achievement of a sustained advantage over competitors have yet to be explored. This article 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 used to develop a conceptual model based on the RBV to identify the key characteristics of sponsored properties capable of assisting the sponsoring ?rm in achieving a sustained competitive advantage. From a managerial perspective, the model is designed to assist marketing managers tasked with the identi?cation and evaluation of potential sponsorship properties. # 2015 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.
1. The resource-based view: An introduction
Viewing ?rm resources as a potential source of competitive advantage has been a foundation of the strategic manag
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