Events Gone Bad: Ramifications and Theoretical Reasoning

By R Pentecost, Mark T. Spence and Sudhir Kale.

Published by The Sport Collection

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Article: Print $US10.00
Article: Electronic $US5.00

The extent to which events are sustainable is an issue of considerable importance (Andersson, and Getz, 2008). While it may be that many do not adopt a marketing orientation (Mayfield & Crompton, 1995; Lade & Jackson, 2004; Mehmetoglu & Ellingsen, 2005) due to their more socialistic not-for profit nature there are still other factors that need to be addressed as sustainability will often depend upon the political and tangible support of key stakeholders (Andersson, and Getz, 2008). Using stakeholder theory and commitment-trust theory as applied to the events marketplace and taking a case study approach, this paper critically evaluates a major international motor sports event and the factors leading up to its demise along with its social, organisational, and political ramifications.

Keywords: Event Marketing, Stakeholder Theory, Commitment-trust Theory

The International Journal of Sport and Society, Volume 2, Issue 2, pp.29-40. Article: Print (Spiral Bound). Article: Electronic (PDF File; 765.024KB).

Dr. R Pentecost

Senior Lecturer, Griffith University, Australia

Prof. Mark T. Spence

Professor of Marketing, School of Business, Bond University, Gold Coast, Queensland, Australia

I received my PhD from the University of Arizona in 1993. After nine years teaching in the USA, I joined Bond University (Australia) where I am Professor and Head of the Marketing Department. I have published in top journals, including the Journal of Marketing Research, the Journal of Consumer Research, Psych & Marketing and the European Journal of Marketing. When possible, I like to travel and experience different cultures.

Dr. Sudhir Kale

Professor of Marketing, Bond University, Queensland, Australia