Public event networks: an application of marketing theory to sporting events

Public events, nearly pure forms of functional alliance, are examined. Because of their status as infrequent service occasions, public events offer opportunities to apply network analysis to prototypical virtual corporations. With two specific case histories from auto racing at hand, the authors con...

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Bibliographic Details
Published in:European journal of marketing 1999-04, Vol.33 (3/4), p.348-365
Main Authors: Scott Erickson, G, J. Kushner, Roland
Format: Article
Language:English
Subjects:
Alliances
Collaboration
Core competencies
Marketing
Marketing strategy/methods
Network analysis
Organization theory
Organizational theory
Service industries
Services
Services marketing
Sport
Sports
Studies
Virtual corporations
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Summary:Public events, nearly pure forms of functional alliance, are examined. Because of their status as infrequent service occasions, public events offer opportunities to apply network analysis to prototypical virtual corporations. With two specific case histories from auto racing at hand, the authors consider how such public event networks illustrate current theory on network identity, networkspecific skills, network environment, and dynamic networks. Moreover, some extension is possible in terms of describing the unique exchange relationships found in events and defining the different types of network relationships.
ISSN:0309-0566
1758-7123
DOI:10.1108/03090569910253189