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Sponsorship- from an internal perspective

Trägårdh, Anja and Jönsson, Patric (2003)
Department of Business Administration
Abstract
The purpose of this study is to gain a better understanding of how sponsorship affects a company’s internal staff, and how it can be used to enhance its motivation. Therefore, the intentions will be to publish the results of our research of two companies, and how their sponsorship activities at the event Swedish Open have affected their employees’ motivation. The conclusion states that sponsorship activities could be a useful and advantageous tool for companies in terms of leveraging employee motivation. We suggest that sponsorship managers should use the recoil-effect from sponsorship activities, by intentionally increasing the attention for the employees in terms of leveraging employee empowerment, affiliation and commitment.
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author
Trägårdh, Anja and Jönsson, Patric
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
sponsorship, internal marketing, communication, empowerment, Management of enterprises, Företagsledning, management
language
English
id
1340930
date added to LUP
2003-01-14 00:00:00
date last changed
2012-04-02 14:26:03
@misc{1340930,
  abstract     = {The purpose of this study is to gain a better understanding of how sponsorship affects a company’s internal staff, and how it can be used to enhance its motivation. Therefore, the intentions will be to publish the results of our research of two companies, and how their sponsorship activities at the event Swedish Open have affected their employees’ motivation. The conclusion states that sponsorship activities could be a useful and advantageous tool for companies in terms of leveraging employee motivation. We suggest that sponsorship managers should use the recoil-effect from sponsorship activities, by intentionally increasing the attention for the employees in terms of leveraging employee empowerment, affiliation and commitment.},
  author       = {Trägårdh, Anja and Jönsson, Patric},
  keyword      = {sponsorship,internal marketing,communication,empowerment,Management of enterprises,Företagsledning, management},
  language     = {eng},
  note         = {Student Paper},
  title        = {Sponsorship- from an internal perspective},
  year         = {2003},
}