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Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage

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  • Jensen, Jonathan A.
  • Cobbs, Joe B.
  • Turner, Brian A.

Abstract

The resource-based view (RBV) of the firm has become a prominent management theory that firms can use to analyze resources as potential sources of competitive advantage. Theorists have suggested sponsorship of sport properties as one such resource, yet specific cases of sponsorship's role in a firm'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 firm in achieving a sustained competitive advantage. From a managerial perspective, the model is designed to assist marketing managers tasked with the identification and evaluation of potential sponsorship properties.

Suggested Citation

  • Jensen, Jonathan A. & Cobbs, Joe B. & Turner, Brian A., 2016. "Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage," Business Horizons, Elsevier, vol. 59(2), pages 163-173.
    • Handle: RePEc:eee:bushor:v:59:y:2016:i:2:p:163-173
    DOI: 10.1016/j.bushor.2015.11.001
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    References listed on IDEAS

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    Cited by:

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    4. Daniel Faibil & Martin Agyemang & Owusu Amponsah & Himanshu Gupta & Simonov Kusi-Sarpong, 2021. "Assessing drivers of post-harvest losses: tangible and intangible resources’ perspective," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(11), pages 15785-15829, November.
    5. Koronios, Konstantinos & Vrontis, Demetris & Thrassou, Alkis, 2021. "Strategic sport sponsorship management – A scale development and validation," Journal of Business Research, Elsevier, vol. 130(C), pages 295-307.
    6. Rizwan Raheem Ahmed & Jolita Vveinhardt & Dalia Streimikiene, 2018. "The Direct and Indirect Impact of Pharmaceutical Industry in Economic Expansion and Job Creation: Evidence from Bootstrapping and Normal Theory Methods," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(48), pages 454-454.
    7. Lin, Hsin-Chen & Bruning, Patrick F., 2024. "Guidelines for sponsorship signaling within socially complex markets," Business Horizons, Elsevier, vol. 67(1), pages 19-30.
    8. T. Bettina Cornwell & Youngbum Kwon, 2020. "Sponsorship-linked marketing: research surpluses and shortages," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 607-629, July.

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