Olympic Ambush Marketing Networks and Knowledge Transfer: Examining Their Impact on the Institutionalization of Anti-Ambush Marketing Legislation

in Journal of Sport Management
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This article examines how Olympic ambush marketing stakeholder power and transfer of sponsorship, as well as ambush marketing knowledge, have influenced institutional processes leading to the institutionalization of antiambush legislation over the years. Using a qualitative case study design and network analysis, findings show the International Olympic Committee and Organizing Committees for the Olympic Games demonstrate the greatest stakeholder influence within the Olympic ambush marketing network. The power and influence resulting from the structure of Olympic ambush marketing networks was argued to impact the institutional processes of objectification and sedimentation. Various knowledge transfer tools, as well as challenges and issues faced in this area, seem to act as moderators for the relationship between network structures and the process of institutionalization.

Dana L. Ellis is with the School of Sports Administration, Laurentian University, Sudbury, Ontario, Canada. Milena M. Parent and Benoit Seguin are with the School of Human Kinetics, University of Ottawa, Ottawa, Ontario, Canada.

Address author correspondence to Dana L. Ellis at dellis@laurentian.ca.
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