Sponsorship - Publications - Faculty & Research

November 2015
Case

Advanced Leadership Pathways: Beatriz Cardoso and Education in Brazil

By: Rosabeth M. Kanter, Daniella Suarez and Ai-Ling Jamila Malone

Beatriz Cardoso, founder of Laboratório de Educação (Education Laboratory) had a dream to propel Brazilian education. However challenges in fundraising made it difficult to scale up her project, based on helping adults help children improve their literacy skills. To... View Details

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December 1998
Case

John Hancock Sports Sponsorship: 1993-2000 and Beyond

By: Stephen A. Greyser and John Teopaco

Examines sports sponsorship at John Hancock through 1998 and prospectively beyond. From its early sponsorship of the legendary Boston Marathon, the company had expanded its activities substantially. It was one of the worldwide "Top Sponsor" companies of the Olympics, a... View Details

Keywords: Opportunities; Values and Beliefs; Marketing Strategy; Sports

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2019
Chapter

Integrated Partnerships in Cultural Sponsorship: The Cases of Guggenheim UBS and MFA Boston-Fleet

By: Stephen A. Greyser and Ragnar Lund

This chapter presents and interprets two field-based studies of sponsorship collaborations between major museums and significant financial institutions—a global multi-year partnership between the Guggenheim Foundation and UBS, and the pioneering regional integrated... View Details

Keywords: Museums; Financial Institutions; Partners and Partnerships; Culture; Cooperation

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25 Apr 2014
Video

Teresa Clarke - Making A Difference

13 Mar 2018
First Look

March 13, 2018

February 2018 Management Science Laboratory Evidence on the Effects of Sponsorship on the Competitive Preferences of Men and Women By: Baldiga, Nancy R., and Katherine Baldiga Coffman Abstract—Sponsorship programs have been proposed as... View Details

Keywords: Sean Silverthorne

February 2002 (Revised February 2002)
Case

Roundabout Theatre Company, The (A)

Todd Haimes is the artistic director of the Roundabout, a nonprofit theatre. He must decide if he is willing to accept a large sponsorship from American Airlines and, in doing so, allow the airline to the name the Roundabout's new Broadway theatre. In making this... View Details

Keywords: Business or Company Management; Nonprofit Organizations; Decision Making; Financing and Loans; Theater Entertainment; Fine Arts Industry

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17 Jul 2016
Working Paper Summaries

More Effective Sports Sponsorship—Combining and Integrating Key Resources and Capabilities of International Sports Events and Their Major Sponsors

Keywords: by Ragnar Lund and Stephen A. Greyser; Sports

Awards

Workshop on Information Systems and Economics Best Student Paper Award

By: Shunyuan Zhang

Nominated with Magie Cheng for the 2021 Workshop on Information Systems and Economics (WISE) Best Student Paper Award for “Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers.” View Details

27 Jul 2021
Cold Call Podcast

Mixing Sports and Money: Adidas and the Commercialization of the Olympics

Keywords: Re: Geoffrey G. Jones; Sports; Apparel & Accessories

20 Jul 2021
News

How Adidas Helped Monetize the Olympics (Preview Video)

November 2005 (Revised May 2007)
Case

HP Nanotech: Partnership with CNSI

Stan Williams, leading nanotech researcher at Hewlett Packard Laboratories, must decide whether to renew the firm's sponsorship of California NanoSystems Institute, spend the funds on internal R&D, or fund foreign universities. Illustrates the challenge of managing... View Details

Keywords: Information Technology; Partners and Partnerships; Investment; Collaborative Innovation and Invention; Business and Community Relations; Financial Strategy; Technology Industry; California

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May 1982 (Revised April 1984)
Case

Consolidated Foods Corp. (A)

Top management at Consolidated Foods was concerned about consumer complaints and threatened boycotts, some relating to television and print ad content and others relating to sponsorship of television programs thought to portray excessive sex or violence. Describes the... View Details

Keywords: Customers; Marketing Communications; Crisis Management; Advertising

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February 1995 (Revised November 1996)
Case

MasterCard and World Championship Soccer

By: John A. Quelch and Carin-Isabel Knoop

The MasterCard vice president for global promotions and other MasterCard executives are appraising the results of MasterCard's worldwide sponsorship of the 1994 World Cup soccer championship. They must decide whether to commit to sponsor the 1998 championship to be... View Details

Keywords: Credit Cards; Marketing Strategy; Multinational Firms and Management; Advertising Campaigns; Globalization; Sports; Financial Services Industry; Sports Industry; France; United States

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Video

Fadi Ghandour

Fadi Ghandour, founder of Dubai-based courier company Aramex and a leading entrepreneur in the Gulf, shares his view that businesses need to be activists for positive change. He provides the example of Aramex's... View Details

August 1988 (Revised November 1989)
Case

Reebok International Ltd.

By: John A. Quelch

Reebok executives are reviewing the company's advertising and promotion programs for the second half of 1988. These include sponsorship of the 1988 Summer Olympics and a rock concert tour organized by Amnesty International. In addition, Reebok is launching a new... View Details

Keywords: Marketing Strategy; Music Entertainment; Advertising Campaigns; Sports; Advertising Industry; Apparel and Accessories Industry; Sports Industry

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16 Jul 2021
Video

How Adidas Helped Monetize the Olympics

18 Nov 2016
Blog Post

CPD Global Market Update: Singapore

corporate sponsorship of hackathons to help identify new and exciting internet-enabled ventures. There has been a flurry of recent high-profile mergers, with Lazada soon to be acquiring online grocery provider Redmart, and Alibaba now... View Details

Keywords: All Industries

2019
Working Paper

Design Rules, Volume 2: How Technology Shapes Organizations: Chapter 17 The Wintel Standards-based Platform

By: Carliss Y. Baldwin

The purpose of this chapter is to use the theory of bottlenecks laid out in previous chapters to better understand the dynamics of an open standards-based platform. I describe how the Wintel platform evolved from 1990 through 2000 under joint sponsorship of Intel and... View Details

Keywords: Open Platforms; Bottlenecks; Wintel Platform; Disintermediation; Information Infrastructure; Applications and Software; Business History; Digital Platforms; Computer Industry

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May 2006 (Revised November 2006)
Case

Willa Seldon at Tides Center (A)

By: Linda A. Hill and Emily Stecker

Willa Seldon, an African-American woman with 16 years of for-profit experience, was hired as executive director of Tides Center, a nonprofit in San Francisco, CA. Tides Center was a fiscal sponsor dedicated to supporting individuals and groups working toward social... View Details

Keywords: For-Profit Firms; Nonprofit Organizations; Transition; Change Management; Leadership Style; Performance; Customer Satisfaction; San Francisco

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November 2003 (Revised January 2005)
Case

San Francisco Giants

By: William A. Sahlman and Elizabeth Kind

Larry Baer, executive vice-president and COO, was eager to improve profitability for the San Francisco Giants baseball team. Over the last few years, the Giants have had a number of successes. They successfully built the first privately financed ball park in over 30... View Details

Keywords: Buildings and Facilities; Business or Company Management; Success; Sports; Sports Industry; San Francisco

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