Cocreating value in sponsorship relations the case of the Royal Swedish Opera
Identifieur interne : 000E86 ( Main/Exploration ); précédent : 000E85; suivant : 000E87Cocreating value in sponsorship relations the case of the Royal Swedish Opera
Auteurs : E. Gummesson ; Ragnar Lund [Suède]Source :
- International Journal of Quality and Service Sciences [ 1756-669X ] ; 2010-03-23.
Abstract
Purpose Influenced by emerging developments in service management, the aim of this paper is to develop a model for value cocreation in sponsorship relations, with specific emphasis on interorganizational learning dimensions. Designmethodologyapproach The paper is longitudinal and based on data from the Royal Swedish Opera and relationships between the Opera and three sponsors. The paper combines participant observation with interviews during a three year period. It is inspired by theory from many areas, in particular from relationship and network thinking and the current development of new theories on service and value. Findings The findings are structured in a model of the development of a new sponsorship programme. The partners learnt by interacting with each other and the surrounding network. Value of sponsorship programmes increased with the number of noncompeting sponsors. Learning supported longterm relations and enhanced the value of a sponsorship programme for new sponsors. Research limitationsimplications The paper introduces new service perspectives on sponsorship and contributes to the sponsorship literature with insights on interorganizational learning. The paper offers a rich indepth analysis of relational and network mechanisms and could be further developed in other sponsorship cases. Practical implications Relationships between commercial companies and cultural organizations often fail due to lack of knowledge on both sides. The paper suggests that a learning orientation is supportive to value cocreation in sponsorship. Originalityvalue Systematic integration of resources based on knowledge in networks is an important theme in the new service literature. This is the first major paper that simultaneously applies key concepts from relationship marketing, manytomany networks and servicedominant logic on sponsorship.
Url:
DOI: 10.1108/17566691011026630
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Designmethodologyapproach The paper is longitudinal and based on data from the Royal Swedish Opera and relationships between the Opera and three sponsors. The paper combines participant observation with interviews during a three year period. It is inspired by theory from many areas, in particular from relationship and network thinking and the current development of new theories on service and value. Findings The findings are structured in a model of the development of a new sponsorship programme. The partners learnt by interacting with each other and the surrounding network. Value of sponsorship programmes increased with the number of noncompeting sponsors. Learning supported longterm relations and enhanced the value of a sponsorship programme for new sponsors. Research limitationsimplications The paper introduces new service perspectives on sponsorship and contributes to the sponsorship literature with insights on interorganizational learning. The paper offers a rich indepth analysis of relational and network mechanisms and could be further developed in other sponsorship cases. Practical implications Relationships between commercial companies and cultural organizations often fail due to lack of knowledge on both sides. The paper suggests that a learning orientation is supportive to value cocreation in sponsorship. Originalityvalue Systematic integration of resources based on knowledge in networks is an important theme in the new service literature. This is the first major paper that simultaneously applies key concepts from relationship marketing, manytomany networks and servicedominant logic on sponsorship.</div></front></TEI><affiliations><list><country><li>Suède</li></country></list><tree><noCountry><name sortKey="Gummesson, E" sort="Gummesson, E" uniqKey="Gummesson E" first="E." last="Gummesson">E. 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