Pay-for-performance incentive rewards Free Essay Example, 1250 words

Multirater feedback can provide excellent information to an individual about what she needs to do to enhance her career. †3 The 360 feedback system is also accurate in providing data analysis of the performance of employees, besides; it also ensures personal and career development. One of the most important aspects of using this system is that it provides no scope of discrimination in an organization, which otherwise is an extremely big problem for some organizations. The system simply avoids discrimination because feedback of an employee comes from a number of individuals which also shows their readiness to give feedback. There are quite a few flaws in the system as well. Firstly, it is ought to fail if it is just an add on in the organization. It must be the supporter of an organization’s directions and fundamentals. It must be made functional keeping the goals of an organization in sight, else it will inevitably result in failure. Another big con of this system is the insufficient information provided by it. An employee receiving unclear comments has no one to go and clarify. We will write a custom essay sample on Pay-for-performance: incentive rewards or any topic specifically for you Only $17.96 $11.86/pageorder now Another big problem with this system is that it focuses upon the negatives and the weaknesses of the employees and this can be very negative for both, the employee, as well as the organization. â€Å"In addition to the insufficient training organizations provide both people receiving feedback and people providing feedback, there are numerous ways raters go wrong. They may inflate ratings to make an employee look good. They may deflate ratings to make an individual look bad. They may informally band together to make the system artificially inflate everyone’s performance. Checks and balances must prevent these pitfalls. † 4 Pay for Performance Incentive Pay or Pay for Performance is given for specific performance results rather than the time worked by an employee. It is beneficial for both, the employees, as well as the organization because an incentive increases motivation of employees to work harder and to achieve the goals of the organization and when more and more employees work towards the goals of the organization, both, the employees as well as the organization inevitably grow and prosper. Incentives can give a much deserved boost to an employee, results of which, is usually seen in quick time this also strengthens the relationship of an employee and boss, the same also contributes in achieving the goals of the organization. â€Å"The simplicity inherent in the casual incentive approach attracts many farmers who would not consider a structured incentive.

All Men Are Created By Thomas Jefferson - 2254 Words

All Men are created â€Å"equalish† In the late eighteenth century, Thomas Jefferson penned one of the most well-known documents in the history of the United States, The Declaration of Independence. Officially completed and signed in 1776, this document is one of the foundations that America builds its rich history on today. Jefferson borrowed English political philosopher John Locke’s philosophy when he wrote the line, â€Å"We hold these truths to be self evident, that all men are created equal, that they are endowed by their Creator with certain unalienable rights, that among these are life, liberty, and the pursuit of happiness.† Many Americans today still base theories of American Exceptionalism on this idea of liberty and equality for â€Å"all men†, but a look back at United States history show that political and social policy hasn’t always reflect this sentiment. The main problem with the statement is the vague phrase â€Å"all men†. One needs to be able to define that phrase and the standards of humanity themselves to understand the history and policies of human rights in America. In early America, standards of humanity were based on religious standards adapted from John Locke’s writing molded to fit societal hierarchy by Jefferson and the founding fathers in their vision of the country. African Americans worked hard to fight the hypocrisy of these claims, but it would take more than a century for changes to be made for the good of â€Å"all men†. In this paper, I will work to find theShow MoreRelatedThe Enlightenment Theory Of John Locke1627 Words   |  7 Pageschange government, economic and social ideals. Thomas Jefferson borrowed liberally from the enlightenment theory from John Locke, specifically focusing on Locks theories of the equality of men, natural rights, and that people should have a say on how the government treated people. Jefferson created a draft document created a bold experiment, America. The enlightenment philosophy of John Locke theorized that that men were inherently equal, and Jefferson sought to prove this point. In the seventeenthRead MoreInterview Of John Hope Franklin On Thomas Jefferson908 Words   |  4 PagesInterview of John Hope Franklin on Thomas Jefferson The thing that draws us to Thomas Jefferson is his knowledge of the way things were and where things needed to go. In declaring he was the author of the Declaration of Independence gives us something we can trust. The two â€Å"all men are created equal† and the fact that Thomas Jefferson owned slaves are irreconcilable. Granted that he is forgiven in the sense that he is human and not much else. His level of understanding and the commitment he gaveRead MoreShould Americans Focus On Slavery868 Words   |  4 PagesPaul Finkelman discussed their thoughts on the topic of slavery. Both historians will focus on Thomas Jefferson, and what he believed in. Even today, citizens question whether the United States should bring slavery back. All men are created equal(Jefferson 256). Wilson wonders why Jefferson was being hypocritical. How was Jefferson being a hypocrite? According to Wilson s research, Thomas Jefferson had many slaves working for him. Maybe it was easier to get many tasks accomplished with owningRead MoreThe Declaration, Facts And Emotions909 Words   |  4 Pages The Declaration of Independence, as time has proven, is one of the most successful arguments ever made by any-one entity for the right of mankind to be free from oppression and tyranny, and that all men are created equal in the eyes of their creator, with certain fundamental rights. Thomas Jefferson, its author, emotionally plead to the British government the reasons that the United States of America was absolving its allegiance to the British crown and becoming free and independent states. Read MoreThomas Jefferson And His Influence On American History967 Words   |  4 PagesThere are many great men in American history, whose influences impacted our early society so much that they are credited with the title of a founding father. One of whom, had much direct impact on our early American societies. Thomas Jefferson, an early American founding father, is credited to have had much influence on what shaped our early American society, and what would go on to eventually become the bases of our modern American way of life. â€Å"Jefferson is best known as the leading classicalRead MoreThomas Jefferson And Emancipation Reform1382 Words   |  6 PagesThomas Jefferson Emancipation Life, liberty, and the pursuit of happiness are our natural rights as citizens of the United States of America. Our founding fathers instilled those rights in our Declaration of Independence, so we all could enjoy our freedom of life and pursue anything that brought us happiness. But who is we? Thomas Jefferson, the author of those famous words wanted a society of freedom, but it didn’t apply to everyone in the new founded union. Thomas Jefferson viewed the AfricanRead MoreEssay Thomas Jefferson and Slavery994 Words   |  4 PagesThomas Jefferson is a man who really needs no introduction. He was recognized as a luminous writer who was appointed to draft the Declaration of Independence. Congress formally approved the Declaration of Independence on July 4, 1776. Jefferson owned many slaves that worked for him. He would often even sell his slaves to buy others. Why then would he write in the Declaration of Independence, â€Å"all men are created equal†? Is it possible t hat Thomas Jefferson was a hypocrite and only wrote what theRead MoreThe Inspiration of the Declaration of Independence1203 Words   |  5 Pagesfounding fathers, Thomas Jefferson, to create such an important document in our American history. To really understand what influenced Thomas Jefferson, we must understand some of the men who inspired him when creating this document. Its also important for us to understand the philosophies these men went by, and why Thomas Jefferson wanted incorporate their philosophies in his grand ideas. We also need to understand what was happening at the time when the Declaration was written. These are all questionsRead MoreJohn Locke s Theory Of Government884 Words   |  4 Pages This essay will discuss and show how Thomas Jefferson’s theory of revolution follows the speculation of government from the philosopher John Locke. We’ll additionally discuss Thomas Hobbes’s theory of government. Both John Locke and Jeffersonâ€⠄¢s theories contributed to the American Revolution and to the Declaration of Independence. Thomas Jefferson’s theory of revolution found within the Declaration of Independence follows John Locke’s theory of government in multiple aspects, as well as inRead MoreImportance Of The Declaration Of Independence707 Words   |  3 Pagesto help them withdraw from the British. The first draft was of Declaration of Independence was written by Thomas Jefferson and then edit by Franklin and Adams and on July 4 the Declaration had been officially adopted by Committee of Five. In the draft Thomas Jefferson was trying to break connections with the harsh and non-democratic rule of the British and begin a new, equal society for the all colonies. The Declaration of Independence was very important when it was written because of opposing sides

Bios On Civil Rights Leaders Essay Research free essay sample

Bios On Civil Rights Leaders Essay, Research Paper Bios of Important Civil-Rights Militants Martin Luther King Jr. He was born on January 15, 1929 at a household place in Atlanta Georgia. King # 8217 ; s gramps was a Baptist sermonizer. His male parent was curate of Atlanta # 8217 ; s Ebenezer Baptist Church. King earned his ain Bachelor of Divinity degree from Crozier Theological Seminary in 1951, and a Doctor of Philosophy grade from Boston University in 1955. While at seminary King became acquainted with Gandhi # 8217 ; s doctrine of nonviolent societal protest. On a trip to India in 1959 King met with followings of Gandhi. During these treatments he became more positive than of all time that nonviolent opposition was the most powerful arm available to laden people in their battle for freedom. Because of his instructions he learned from Gandhi he was awarded the 1964 Peace Prize. As a curate of a Baptist church in Montgomery, Alabama, King lead a Black coach boycott. We will write a custom essay sample on Bios On Civil Rights Leaders Essay Research or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page He and 90 others were arrested and indicted under the commissariats of a jurisprudence doing it illegal to cabal to blockade the operation of a concern. King and several others were found guilty, but appealed their instance. As the coach boycott dragged on, King was deriving a national repute. His # 8220 ; Letter from Birmingham Jail # 8221 ; inspired the turning civil rights motion. When the coach company eventually gave up, dropping its policy of unintegrated seating, King became a national hero. In 1963 he led a monolithic March on Washington DC where he delivered his now celebrated, # 8220 ; I Have A Dream # 8221 ; Speech. King # 8217 ; s tactics of active passive resistance ( sit-ins, protest Marches, etc. ) had put civil-rights forthrightly on the national docket. He was shot while standing on the balcony of the Lorraine Motel in Memphis, Tennessee on April 4, 1968. King was merely 39 at the clip of his decease. Rosa Parks Rosa L. Parks was born in 1913 in Tuskegee, Alabama and is still alive today. She was arrested in 1955 because she didn # 8217 ; t give her place up to a white adult male on a Montgomery coach. She was fined $ 10 for non giving up her place. She and others within 48 hours launched the Montgomery Bus boycot and the Civil Rights act of 1964, the local black people did non sit the coach. They would utilize alternate methods such as walking or auto pools. Their actions were successful ; the coach companys went out of concern. Because of her actions and involvment in the coach boycott she became known as the # 8220 ; female parent of the civil rights movment # 8221 ; . # 8220 ; For a long clip I resented being treated a certain manner because of my race. We had ever been taught that America was the land of the free and the place of the brave and that we were all equals. # 8221 ; by Rosa Parkss Malcolm Ten Malcolm X was born Malcolm Little on May 19, 1925 in Omaha, Nebraska to Louise ( Norton ) and Earl Little. He was really a con adult male. He had committed robery but while in prison he converted to Islam. He had gotten into problem by Nation of Islam for stating things about Kennedy # 8217 ; s assination. Subsequently in March 1964 he started his new organisation called, Muslim Mosque, Inc. and changed his name to El-Hajj Malik El-Shabazz. He did non belive in the ways of Martin Luther King Jr. He used physical and violent ways to acquire his point across unlike MLK # 8217 ; s non-violent ways. He was subsequently assinated in February 1965 in New York.

College Education Comparison Between America And Vietnam free essay sample

Nowadays, in a modern world, college education takes an important part for people who want good living. The United States has many top colleges and universities in the world, so a lot of international students get here. Among all international students in the U. S. , the number of Vietnamese international students is ranked ninth. As an immigrant student, experience two semesters in a Vietnamese university and two years in Northern Virginia Community College, I comprehend that there are many similarities and differences between college education in America and Vietnam in many regions, especially in education systems, technology and schooling goals. The college systems of America and Vietnam have many points in common. For example, students usually take four years in universities to gain a BA degree. We will write a custom essay sample on College Education Comparison Between America And Vietnam or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In the first two years, students will take some general classes, this helps students accumulate basic knowledge and skills before taking major subjects. They also can earn Associate of Art certificate in communicate colleges to transfer to four years universities to get a BA degree. Moreover, students will have to take some compulsory classes which are required for the majors they follow. Beside the similar points between American and Vietnamese education, free changing major in colleges of the U. S. is one of various differences. In America, students can declare their new majors at any time and many times as they wish, while Vietnamese students are unable to do even a single time or it would be certainly complicating. In additional, American students can study many majors at a same time, usually they take a main major and a minor major. It is really convenience in the U. S. colleges to earn a minor major degree, since students do not have to take the subjects which are already in the main major’s programs of study. So, many students in America graduate with more than one degree and that give them unhindered opportunities. When comparing the education systems between America and Vietnam, technology cannot be unmentionable. Nowadays, college education in Vietnam has been developed a lot, using supporting devices, tools and machine for teaching and learning, many equipment are as convenient as those in America; still only big universities are equipped and have to use un-Vietnamese books. Therefore, the needed time in class in Vietnamese colleges is longer than American ones, since instructors usually read or write on black board the lectures or for their students to take note, and that makes students have less time to study and research by themselves. On the contrary, in the U. S. , colleges give full facilities to teachers and students to enhance education quality, shorten the in class time, and then students have plenty of time to do their researches and studies. Furthermore, American students can take the Extended Learning Institute courses which contain hybrid courses, online course and telecourses, while the Vietnamese colleges are unable to carry out. The ELI courses give students flexible schedules which are important for students who are working and studying, so they can manage to earn more income for their living, tuitions or entertainment, etc. Additionally, the purposes of education in America and Vietnam are very disctint. Vietnamese colleges improve national moral which helps students understand social circumstances , environment, and lifestyle of the people; helps students understand the history of the country, love their homeland, the customs value of the country. On the other hand, Ameriacan colleges develop democratic and scientific spirit supports students organize working in groups that developes independent spirit through community and collective consciousness, supports students be able to recognize the values cultural of mankind. In my opinion, colleges in Vietnam train students to become talented people while American colleges make students become responsible citizens. Before I moved to the U. S. , I expected that I would study in a college which have enough equipment and quality teachers. However, for two years, I have experienced the best education that I ever imagined. The professors whose classes that I took were very nice, skilled and helpful. In America, education quality and responsibility of instructors are highly dignitied by giving students the survey sheets after each courses to have feedback from students, the students will rate the quality of the courses, intructors and give their ideas how to improve the courses’ quality. Now I understand why  the education in America is in the top of the world. In conclusion, through the comparison between college education in the U. S. and Vietnam, we see there are vast differences and similaries in three facts: education systems, technology and goals of schooling. However, the distinction is still enormous, which means Vietnamese people and international students must acquire achiements from the United States and struggle with all abilities to develop the country.

Belle free essay sample

â€Å"Belle, the princess with balls.† Yes, you read that right. And no, not literal balls. Out of all of the Disney princesses, she’s the only one who ever stood up for herself. While Cinderella went to dances and Snow White cleaned the house, Belle was getting things done. If you’re not familiar with the Disney film, Belle is the brunette princess in Disney’s Beauty and the Beast. When the film starts, she is a normal teenager living in rural France. She spends her days reading and helping her father invent things. A princess with a brain and creativity. Finally! But Belle isn’t just a cool princess. She is me. We stand up for not only ourselves but for others. We enjoy dressing up, but are completely content with spending a full day alone at home reading. Truth be told, I am very girly. I never have less than six bracelets on, I constantly fidget with my four favorite rings, I wear about two dresses or skirts a week, and I delight in experimenting with current hair and makeup trends. We will write a custom essay sample on Belle or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In the last four years, I have worn nail polish every single day. Similarly, when Belle goes on a date with the Beast, she dresses in a canary yellow ball gown. We both have a feminine, girly side. However, in contrast to the other Disney princesses, Belle and I each have a tenacious side. Belle sings about being dissatisfied with the expectations for women in society. She declines a proposal from Gaston because of his sexism and pride, just like Elizabeth Bennet in Jane Austen’s Pride and Prejudice. I’d like to think I would do the same. When a classmate took to Twitter to complain about the â€Å"stupidity† of the desire for equality of women in terms of equal wages, I spoke up. Using statistics and personal stories, I explained why women deserve equal pay for equal work. Like Belle, I stood up for my beliefs. Belle and I both possess a sharp mind and immense creativity. The film hints that Belle is in essence her father’s assistant as he creates inventions. My poems, vignettes, and art work have been in Tones, my school’s award-winning magazine for the past few years. This year, I am the literary editor and one of the artists for Tones. I am beyond excited to format and edit the magazine. It is essentially a massive puzzle that needs the exact combination of fiction and nonfiction, poems and short stories, and art and text. Therefore, it is a perfect way to combine my creativity and brainpower. Lastly, Belle and I are alike in our love of reading. A comical Pinterest post based on the film reads, â€Å"Marry the beast, get the library.† Like Belle, my library is my favorite thing about my house. Unfortunately, it is not made of wall-to-wall, ceiling-to-floor bookshelves like Belle’s library. I’m already halfway there as a result of the small library in my bedroom. Organized alphabetically by author, my mini library ranges from Little Women by Louisa May Alcott, to The Bluest Eye by Toni Morrison, to Which President Killed a Man: Tantalizing Trivia and Fun Facts About Our Chief Executives and First Ladies by James Humes, and everything in between. I have books of poetry, fiction, and history. Belle was ahead of her time. She proved that feminists can be feminine. She hoped for a world of equality and happiness. Progress still has to be made, but this is the world of which Belle dreamed. It’s Belle’s dream. It’s my dream.

The early life of Karl Marx essays

The early life of Karl Marx essays Karl Marxs early life was extremely important in shaping the way he thought about society and governments and what he thought could make them better, and his experiences and up-bringing made him a pro-communist writer and believer. Karl Marx was born on May 5th in the year 1818. He was born in the small town of Trier, Germany. Trier is located in Western Germany near France and is considered the most French-like city of Germany. Trier was built by the Romans and lies in the heart of the wine region which makes vineyards the principal business of Trier. The city numbered some 12,000 people back in Marxs time. Trier was once part of Napoleons empire, but was incorporated into Prussia by 1815. Western Germany was mostly inhabited by the Jewish. Many Jews converted to Catholicism due to the Jewish faith not being liked by government leaders. Marx was born into a middle-class Jewish family. His mother and father were both Jewish. His father, being the head of the family, converted to Catholicism. Judaism was not accepted especially for the father of the family. Judaism was passed down by Marxs grandfather being a Rabbi and a faithful Jew. Marxs mother refused to convert to Catholicism, but allowed all seven of her children to be baptized. The Jews had benefited greatly from Napoleons activities. Napoleons activities had broken many of the barriers that had made the Jewish Ghetto . Jews were included more throughout society. Napoleons defeat hurt the Jews and brought back the Ghetto . It also made many of them convert to Catholicism because of the fear of being persecuted and the fact that the German Princes were not nice to the Jews. Also many anti-Jewish lies were made in 1816, so Marxs father took the name Heinrich Marx and was accepted into the Catholic church in 1817. Heinrich was not a genius but he was an intelligent person. One of Karls quotes ...

School districts mission statements Research Paper

School districts mission statements - Research Paper Example Goals and objectives are important in complementing the process of achieving the vision of a company. Goals and objectives are important tools that are used in enabling an organisation to execute its mission statements effectively. In this regard, goals and objectives in an organisation should be in tandem with the particular mission statements. A school is an institution where learning takes place in order to transform the minds of learners towards setting and achieving their goals in life. Goals and objectives in school should focus on the values that a school impacts on the lives of learners in the process of executing their functions. In any country, a school is expected to make available quality education while at the same time, create and maintain suitable standards upon which the educational goals and objectives are to be met. These are the standards upon which a school is deemed effective or not; schools that perform excellently with proper standards are those that have clearly defined mission and vision statements with suitable approaches in achieving their goals and objectives (Carter & Roebuck 2006). â€Å"Jackson County Schools will provide excellent educational opportunities for ALL students in a safe and orderly environment that fosters respect, trust, honesty and responsibility† (Jackson county School 2014). In this school, the mission and vision statements seem to be clearly in line with the student learning and achievement. It has dedicated itself to putting up structures and systems to enable it achieve these priories; to this effect, it has established manageable goals that it intends to use to achieve its mission and vision statements. The data profile of the school is expansive, showing various activities and functions that the school is involved in its academic calendar. The data profile contains among other things the students learning calendar and timetable, activities to take place during that time, as well ways by which parents can

Fashion Retail Marketing Essay Example | Topics and Well Written Essays - 4000 words

Fashion Retail Marketing - Essay Example The essay "Fashion Retail Marketing" discovers the fashion retail marketing. This online retail brand has emerged as one of the favourite destination for youngsters, looking for fashionable and affordable brands. This report analyses the brand value and the strategies followed by the company. This section discusses the company objectives and the ethical policies it follows. In the next topic the financial details of the company are given. The company’s large product range has been highlighted. The positioning strategies of the company are discussed and analyses of their impact on the company’s operations have also been discussed. To find out the macro environment of the retail brand, PEST analysis is done. This will give a clear understanding of the current economic, social, political and technological changes within the country and how it has impacted the operations of the company. Value chain analysis gives a detailed layout of the flow of raw materials and other prod ucts from suppliers, to the warehouse, manufacturing and operational process and finally delivery of products to the customer doorsteps. The report also throws light on the marketing campaigns and strategies followed by the company. Though the online retailer has maintained a continuous growth in the online marketing sector, there are certain risks and challenges that lie ahead. Very retailer is one of UK’s prominent online and home shopping brands. It is an arm of One Shop online retailer which has a customer base of over five millions. and an annual turnover of over 1.7 billion pounds (Very, 2013). Very online brand was launched in the year 2009. The online retailer deals with categories such as apparels for men women and children, home and electrical appliances. The website of Very retailer in designed keeping high internet users in mind. The website provides customers with the opportunity of shopping across a range of product areas, from footwear and fashion to home and e lectrical and other accessories. To gain competitive advantage, Very online retailer has introduced a number of interactive marketing services, and innovative online marketing strategies to engage the customers on mobile channels (Wang, 2005). The retail brand believes in creating a workplace having a perfect balance between hard work and having fun. The company’s preferences lie in putting the customer first. The brand believes in treating its customers as well as employees well and making a difference by keeping things simple. The online retail brand thrives on four major brand values. Deliver- The retail brand thrusts upon getting results which satisfies the customer expectations as well as fulfils the organisational needs. Innovate- To make the business better, the company develops innovative ideas in the field of marketing campaigns, innovative advertising and branding ideas, inventing new categories and product range to meet the changing customer preferences. Courage- C ourage means doing activities which are of best interest to the company and challenging a process because it is not correct. It can be any process from finance to the supply chain process. Enthuse- The Company believes in creat

The Invention and history of Coca Cola( in the United States) Research Paper

The Invention and history of Coca Cola( in the United States) - Research Paper Example Coca-Cola was made-up by him in a three legged brass kettle as a result of serendipity when he was experimenting with the coca leaf and cola nut (The History of Coca-Cola). After preparing the syrup for Coca-Cola, he took the jug along the street to Jacobs Pharmacy. It was at this place that the sample was termed "Excellent!!". The drink was highly appreciated and it was sold at five cents per glass. He accomplished first coke commercial and gave it a slogan "Delicious, Refreshing, Exhilarating!!!" (Fascinating Facts about the Invention of Coca-Cola ®). Pemberton fought during the Civil War for the South. He shifted to Atlanta after the war and started selling patent medicines. He was innovative and this made him operate his own laboratory under the name "Pemberton Chemical Co." The most popular drink sold by Pemberton was "Pembertons French Wine Coca", a drink prepared with wine and coca extract, and was widely accepted to cure nervous disorders, headache etc. The innovation continued and he came up with the "brain tonic", a temperance drink; Frank Robinson, a bookkeeper of Pemberton, first scripted this drink "Coca Cola" and this became the logo of the brand (Inventor of the Week Archive). Later, Asa Griggs Candler made Coca-Cola a popular drink in 1888. With his efforts and alterations he rectified the drink and made it more palatable by eliminating alcohol and cocaine. He popularized the drink through advertisements; moreover, he spent 20% revenue on advertising. Candler was a pioneer to have advertisement pay off in such a grand manner for the company (The History of Coca-Cola). The sale turned over to 4000% between the years 1890-1900. This gargantuan and massive success is attributed to the advertising potential that the company has shown. The advertisements were initiated by Candler, but later Coca-Cola became the most preferred soft drink of small town and big city inhabitants (The History of Coca-Cola). People used to gather to have the

Should Police Officers Be Armed Criminology Essay

Should Police Officers Be Armed Criminology Essay In many countries around the world, crime is met by armed police forces that use firearms for suppression .But should Britain follow this policy. The topic of arming the British police force is a matter that the British government has been debating for a long while now. There are those that say that the amount of police officers killed in action is beyond comprehension and warrants better protection for those working to keep our communities safe while others believe that arming the force will merely entice more violence into our lives. Personally I believe that police force should be armed and that there are far more reasons to arm the force than not to but this view has come under heavy criticism. There are a lot of people who believe that the Police force should be armed but many others criticize the idea. They believe that if we arm the force then that will be a prompt for criminals and gangs to bring out more and more firearms into society. Theresa May , the home secretary agrees with view believing that Arming the police force will lead to mistakes such as innocent people being shot which will have communities up in arms against the police. A common view is that if we arm the police, it will create a gun culture within neighbourhoods and that that is no way to bring up the next generation of children. People with this view say that if the police start using firearms then it will entice more violence in the lives of the British people and that the police force would suffer more injuries and deaths than if they had been unarmed. However I strongly disagree with people who hold such views because I believe that the benefits of armed police far outweigh the consequences. I strongly believe that the police force should be armed. Every day police officers safeguard our communities, deterring crime so that as a society we feel protected. These officers put their lives on the line and sometimes that life is taken. Since records began, a total of 1600 police officers have died in the line of duty, many fallen victim to attacks such as gun and knife crimes. This is down to the inability of these officers to defend themselves against people that possess such weapons. From 2009 42 police officers have been killed in line of duty , two of these were PC Fiona Bone and PC Nicola Hughes who were shot dead in London this year as they investigated a burglary. This disgusts me. Police officers should have the right to protect their lives and the fact that they are not equipped to protect that life is an absolute outrage! Does the government even care about our officers who on a daily basis put their lives at risk for our safety? Something has to be done about this issue, the statistics speak for themselves, and no police officers should have their life subject to danger because they are not equipped in the best possible way. The only way to tackle this issue is to arm the police force. Arming the police force would mean that officers would be protected from any dangers that would directly threaten their life. They would be able to enter situations knowing that there life is not in danger which is surely a right that every officer is entitled to. Paul Beshenivsky, a man who has experienced the tragedy of losing someone to armed crimes said I think police, in honesty, should be armed, walking into situations that theyre not totally aware of. You cant have armed response at every situation, but I think, as an officer being armed makes them feel more comfortable, walking into a variety of scenarios, knowing they could directly respond. I believe that if you are going to protect the people then you must first protect our officers. Throughout the world gun ownership is increasing, especially in countries such as North America. For United Kingdom this has led to many a problem with 28 gun crimes being committed every day. In 2007 there was approximately 60 gun related homicides an 18% increase on the previous year. These are frightening statistics that many people believed should be tackled head on. They believe that not only will the sight of an armed police officer prevent gangs from violence but introduce a community confidence that they are protected and safe within the place where they live. Gangs would think twice about causing violence if they knew armed police officers were around. I deeply believe that arming the officers creates an atmosphere of reassurance for communities and that they could safely live within their society without fear of attack. In 2005 in England and Wales there were over 10,000 gun related crimes including the shooting of 11 year old boy from Liverpool called Rhys Jones. The amount of gun crimes committed in London has tripled since 2001 while firearm related crimes in UK have doubled. Police have to respond to these statistics. In areas with a gun culture, when gun crimes are committed a special firearm unit are called as the regular officers are unable to go into the environment as its too dangerous. This leads to deaths and injuries of innocent people as the armed units are normally too late to prevent the situation. This leads to more and more crimes being committed as criminals begin to take advantage of the slow response time of the firearms unit leaving innocent people at the hands of type of people that possess such weapons. So if we were to arm the ordinary officers, the response time to such situations would be quicker and thus the officers would be able to make a difference and save more lives. In cities like Bristol in England where the police are not usually armed, the disposal of police equipped with firearms in the city area subdued tensions between gangs and reduced crime to the extent that allowed the armed police to be removed again. However putting armed police in for short periods of time will only have a temporary impact, having a permanent presence of officers with firearms is the only way to keep this effect in place. A study in America showed that the permanent presence of armed police officers decreased the amount of crimes committed confirming that armed police officers do in fact make society a much safer place to live in. Unarmed policing represents an naive perspective on criminals that stemmed from the ideas of a different generation. As armed violence has rapidly grown in parts of the world, the police need to adapt their part in society to deal with the increasing problems. In the parts of the UK armed violence has increased seven times over and the police have to be able to respond to statistics like this. Policing has to progress into the modern age to tackle the issues of the present times. Officers are armed already in a different number of scenarios such as airport security so the next objective is to have armed presences in the daily lives of the people. No matter what people think about arming the police force, I firmly believe that if we were to arm our officers then it would create a more secure environment and a society that would prosper under the safety of armed police. I understand that arming the police may bring more guns into the country but the fact that police officers lives would be saved and communities would feel much safer puts me in no doubt that armed police are needed if we want to live peacefully. Word Count: 1,298

Use Of Paralanguage And Kinesics In Everyday Life Essay -- essays rese

Use of Paralanguage and Kinesics in Everyday Life The use of kinesics and paralanguage in everyday life is the most prominent use of persuasion we use subconsciously. They are used subconsciously because you may not know what they mean. Which can cause cultural tension if you do something that may seem harmless to you but may be a great insult to another culture. Paralanguage has many forms such as whistling which can be used by many people as a means of entertaining by whistling a song or even in American culture used to hound women on the streets because they appear to be attractive. These two uses of persuasion I will discuss about in my paper. I will discuss the history of both and also how they are used today in everyday life. To start of with I will define kinesics. Kinesics is articulation of the body, or movement resulting from muscular and skeletal shift. This includes all actions, physical or physiological, automatic reflexes, posture, facial expressions, gestures, and other body movements. Body language, body idiom, gesture language, organ language and kinesic acts are just some terms used to depict kinesics. In ways that body language works in nonverbal acts, body language parallels paralanguage. Kinesic acts may substitute for language, accompany it, or modify it. Kinesic acts may be lexical or informative and directive in nature, or they may be emotive or empathic movements. Posture is one of the components of kinesics. Posture is broken down into three basic positions: bent knees, lying down, and standing. Artists and mimes have always been aware of the range of communication possible through body stance. But there are some cultural differences in posture positions. Most people use the bent knee position to eat, but while the Romans used to eat lying down. Prince Peter of Greece and Denmark described the sleeping posture of the Tibetans before World War II. He said that the local men slept outside at night huddled around the fire, hunched over on their knees with their faces resting in their palms. In 1932, William James did a study of expression of bodily posture. He recognized the relationship of facial expression, gesture, and posture. He declared that studying each one independently was justified for the purpose of analysis, but they should be re... ...ell, and variations of it as expressed by the scream, shout, roar, howl, bellow, squeal, holler, shriek, or screech, are effective non-speech communications, difficult to describe technically, and almost impossible to duplicate the effect of in other kinds of communication media. The Confederate Yell, during the Civil War, was a ulant yell that was the signal for the Confederate troops to charge at the enemies. The use of paralanguage in today's society is very prominent. We use paralanguage with children when we tell them to be quiet by saying "shush." If we see something disgusting we can make a gagging sound which shows disapproval. We also use kinesics today a lot too. We use the "O.K." sign to signal that everything is fine. We even have body language for vulgar words that many people today seem to use a lot. The study of these two topics can help a lot in understanding what people are really saying in today's society. Without the understanding of kinesics or paralanguage we would not be able to help bridge the gap between certain cultures or even each other. We need these two non- -verbal communication techniques to survive.

Event Sponsorship as a Value Creating Strategy for Brands

Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou University of Patras, Patra, Greece Artemisia Apostolopoulou Robert Morris University, Moon Township, Pennsylvania, USA, and Theofanis Dounis University of Patras, Patras, Greece Abstract Purpose – The present research involves corporations that served as Grand National Sponsors of the Athens 2004 Olympic Games and aims to explore whether a strategic approach was employed in the acquisition and management of their Olympic sponsorship.Design/methodology/approach – A multiple case study analysis was employed, for which data were collected through semi-structured interviews. The study sample included seven of the ten Grand National Sponsors that signed agreements with ATHOC, the Organizing Committee of the 2004 Athens Olympic Games. Data analysis was organized around ? ve themes inspired by the existing literature. Findings – With the exception of two ? ms, the majority of the Grand Nati onal Sponsors reported no clear or measurable objectives and limited consideration to strategic or brand-related initiatives in their decisions to invest in the national Olympic sponsorship program. However, they did report plans to invest resources to leverage their rights, even though in most cases no speci? c evaluation processes had been designed. Research limitations/implications – Given that the Olympic Games are organized every four years in a new location, the ? ndings of this research may not ? d direct application to other markets and organizing committees that implement their own sponsorship programs. Nevertheless, this research did show relatively poor recognition of the role of sponsorship in creating value and building the corporate brand. Corporations considering becoming involved in sport sponsorship and also event organizers are encouraged to adopt a more strategic approach in the sponsorship solicitation and management process. Originality/value – Exi sting literature has discussed the role of sport sponsorship in brand management and the communication mix, and has highlighted the bene? s for ? rms that establish long-term ties with the Olympic Games. The present research adds to that line of work by highlighting if and how a strategic and brand building approach was adopted in the context of national-level Olympic partnerships. Keywords Sponsorship, Olympic Games, Brand management, Corporate strategy Paper type Research paper An executive summary for managers and executive readers can be found at the end of this article. Introduction The meaning of sponsorship as an integral element of the marketing mix has been conceptualised by Sandler and Shani (1993) with the following de? ition: â€Å"[Sponsorship is] the provision of resources (money, people, or equipment) by an organization directly to an event or activity in exchange for a direct association to the event or activity† (p. 39). Corporate spending on sport sponsorshi p in many European countries and in North America has increased dramatically (Lachowetz et al. , 2003). Global spending on sponsorship was estimated to reach $US28 billion in 2004 (from $US25. 9 billion in 2003) of which, according to the The current issue and full text archive of this journal is available at www. meraldinsight. com/1061-0421. htm Journal of Product & Brand Management 17/4 (2008) 212– 222 q Emerald Group Publishing Limited [ISSN 1061-0421] [DOI 10. 1108/10610420810887563] International Events Group, 69 per cent relates to sporting events (International Events Group, n. d. ). There is plenty of evidence that sport sponsorship, including Olympic sponsorship, can be very effective in achieving a number of objectives, not the least of which is competitive advantage related to brand image and reputation (Amis et al. 1997; Copeland et al. , 1996; Meenaghan, 1998). The sport marketing literature provides some discussion on the value of sport sponsorship in also deli vering other bene? ts, such as increased awareness levels, sales and greater market share, and opportunities to develop employee and client (i. e. hospitality) relations (e. g. Abratt et al. , 1987; Apostolopoulou and Papadimitriou, 2004; Irwin and Asimakopoulos, 1992; Lough et al. , 2000; Ludwig and Karabetsos, 1999; Scott and Suchard, 1992). The technological developments related to porting, events along with the growing interest of the media for such activities, account to some extent for the steady increase of sport-related sponsorship investments (Meenaghan, 1998; Shilbury et al. , 2003). Meanwhile, the decreasing corporate trust in the ef? ciency of traditional media advertising channels may also explain why corporate investments in sport follow a growing trend (Meenaghan, 1998). Despite the pervasive appeal of the sport sector, however, companies have plenty of other event options at a local, national and international level from which to choose; thus greater emphasis on retu rn of 212Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis Journal of Product & Brand Management Volume 17  · Number 4  · 2008  · 212 –222 investment will prevail their sponsorship decisions (Copeland et al. , 1996). Also, as the corporate demand for accountability in marketing expenditure increases, so does the need for a deeper understanding of the unique elements of event sponsorships as a strategic resource and a tool of marketing (Meenaghan, 1998; Thwaites et al. , 1998). Given the potential bene? ts involved in sponsorship, and in order to maximize ? ancial and other returns, corporations need to be strategic not only in their choice of properties (sport or other) with which to form partnerships but also in the allocation of resources to those agreements. Businesses must consider strategic priorities that suit their needs and systematically exploit the opportunities within their markets, and engage in partnerships that are aligned with those priorities. Furthermore, within those partnerships they need to link corporate objectives to particular strategic initiatives, a process that could turn sponsorship to a value-creating strategy capable of creating a distinctive advantage.Surprisingly, research is scarce on corporate sponsorship and its importance as a strategic resource and a brand management tool. As Meenaghan (1998) stresses, â€Å"The sponsorship literature has traditionally viewed sponsorship as an activity largely similar to advertising and generally, though not always, spoken of in terms of short- rather than long-term horizons† (p. 25). Indeed, most existing studies are descriptive, and focus on objectives and general motivation for making those kinds of investments (e. g. Berrett and Slack, 1999; Cornwell and Maignan, 1998; Doherty and Murray, 2007).Amis (2003) has also outlined the dearth of research on how intangible resources are identi? ed and managed in relation to image and reputation through sport sponsorship. This is also re? ected in the industry, as many companies invest immense resources but still ignore the capacity of sport sponsorship for ensuring longer-term bene? ts (Amis et al. , 1999). Accordingly, the present study attempts to explore the adoption (or not) of a strategic approach to the sponsorship process on the part of large companies involved in Olympic sponsorship.This is a research avenue that has been largely unexplored in the existing literature. and ideals and on leveraging its key brand on a national and international level. The Olympic Partner (TOP) program, which represents the IOC’s sponsorship program, holds a key role in the IOC’s overall marketing efforts as it attracts the interest of many international corporations due to a number of factors, including the long-term (a required minimum of four years) linkage to a very attractive intellectual property, exclusive global marketi ng rights, and the principle of product/service-category exclusivity. The ? st TOP program (1985-1988) involved nine partners and generated $US95 million, a far cry from the more lucrative 2001-2004 program, which engaged 11 corporations contributing $US603 million. Global corporations like Visa, Coca-Cola, Kodak and Panasonic view this type of partnership as strategic, and this is manifested by the fact that since 1986 all of them have invested considerable resources to remain part of the program until at least the 2012 Olympic Games. The IOC has extended their particularly successful marketing concept to a lower stage by introducing Olympic sponsorships at the national level.Revenues from those sponsorships contribute to the ever-increasing cost of hosting the event. The Organizing Committees of the Olympic Games (OCOGs) manage this program, which involves an array of sponsors, suppliers and providers from the host country (provided they are approved by the IOC). The 2000 Olympics attracted the interest of 93 such national partners who contributed $US492 million to the Organizing Committee of the Sydney Games (SOCOG), while the 2004 Olympic Games held in Athens generated e570 million through their national Olympic sponsorship program (Jeanrenaud, 2006).Present research The present study focuses on the national companies that signed on as Grand National Sponsors of the 2004 Athens Olympic Games and explores the role of these partnerships in sponsors’ brand management efforts, as perceived by company executives, as well as the degree to which these sponsors’ approach to their Olympic sponsorship was strategic. Furthermore, sponsors’ plans to integrate the sponsorship in corporate strategy and to exploit rights received by the Organizing Committee are also discussed. Given the increased pressure of corporations to maximize ef? iency in the use of their resources and to avoid opportunity cost, there is much interest in identifying whether a strategic approach was adopted in these companies’ Olympic involvement. The practices of these sponsors could provide valuable insight not only to other ? rms considering investment in sport sponsorship, but also to event organizing committees aiming to secure corporate support. The remainder of the paper includes a review of relevant literature, followed by a summary of the methodology and the ? ndings of the study.The paper concludes with a discussion of the theoretical contributions of the study and also practical recommendations for brand management and marketing executives as well as sport property representatives. Corporate sponsorship and Olympic Games The Olympic Games hold a few distinctive characteristics that make the event a particularly desirable property for a wide range of sponsors, but also for conducting research. First of all, it is a unique and highly prestigious event with a strong ability to reach a global audience through television networks.Secondly, th e marketing program and policies of the International Olympic Committee (IOC), the governing body of the Olympic Movement and the Olympics, actively preserve exclusivity for the limited number of international and national sponsorships and favor long-term partnerships. The IOC has worked extensively to raise awareness about how corporate contributions enhance the Olympic Movement and invests resources to achieve sponsor recognition. Thirdly, Olympic sponsorships are linked to attractive hospitality packages, which corporations value highly for networking, roduct display, and employee incentive purposes. Continuing a pattern which began in the late 1980s, sponsorship investments in the Olympic Games have increased exponentially, accounting for 34 per cent of the IOC’s $US4 billion Olympic marketing revenue for the 2001-2004 Olympic quadrennium (International Olympic Committee, n. d. ). This is the end result of the IOC’s strategic plan, which since 1985 has focused syst ematically on enhancing the Olympic image 213 Literature reviewThe review of literature is structured around three themes: 1 sponsorship and corporate strategy; 2 the integration of sponsorship within corporate marketing efforts; and 3 sponsorship and brand management. Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis Journal of Product & Brand Management Volume 17  · Number 4  · 2008  · 212 –222 Sponsorship and corporate strategy Understanding what companies do or do not do to remain competitive in a constantly changing environment is at the heart of strategic thinking.Practice has shown that sport sponsorship, because of the bene? ts associated with those agreements, is a frequent strategic choice of many multinational corporations. Of the most indicative examples are Coca-Cola, Kodak and Visa International, three companies with long-standing relationships with the Olympic Games. These partic ular ? rms have integrated those agreements well into their long-term marketing strategies and are continuously promoting their involvement in order to gain competitive advantage (Farrell and Frame, 1997).However, such costly agreements cannot be treated in an ad hoc manner. Successful corporations are well aware that sponsorship deals should be approached as a resource, with the capability to lead to distinctive competence if effectively combined with other organizational resources (Amis et al. , 1997, 1999). Sport sponsorship, if viewed as a strategic resource, can support brand management objectives by enhancing brand image and reputation and by assisting the company to gain competitive advantage in targeted marketplaces (Amis, 2003).This, however, implies that corporations are prepared to engage in long-term commitments and to actively exploit those agreements, or otherwise face the disappointment of low return on their investment. Though limited, research evidence has shown tha t many companies engage in sport sponsorship with limited planning and integration (Farrelly et al. , 1997; Polonsky et al. , 1995). A few companies make those investments with con? ned understanding of the range of bene? ts involved and how those bene? s can be realized. They even lack the growing knowledge of the nature of the particular communication means and this is depicted on their objectives and the poor rationale for involvement. The empirical results of Farrelly et al. (1997) with a sample of North American and Australian companies engaged in sport sponsorship showed that more time is spent into negotiating deals than in integration and planning. Moreover, their research showed that a few North American ? ms approached sponsorship management as a strategic tool, whereas the majority of Australian businesses concentrated more on the communication opportunities of sponsorship (Farrelly et al. , 1997). Similarly, Amis et al. (1999) have provided evidence that companies often engage in sponsorship without integrating it in other marketing initiatives. The consequence involves delivering an unclear and inconsistent image to the customer. Any company considering entering into a sponsorship agreement should ? rst assess the potential bene? s and the probability of gaining a competitive position in the marketplace and then make a decision of whether or not to invest in the sponsorship. Building on the work of Hamel and Prahalad (1994), Amis et al. (1999) argue that sport sponsorship can become a potential source of competitive advantage if it meets three criteria: 1 it allows for a signi? cant increase in the perceived customer value of the service or product; 2 it permits for differentiating the brand from the competitors; and 3 it provides space for exploiting the deal through new services and products. 14 The employment of sport as a strategic tool for developing a position of competitive advantage is well described by Amis (2003) in reference to the case study of Guinness. That particular company has used sport extensively and consistently to build a unifying brand message on a global level. This was achieved by ? rst engaging in a global survey to identify a â€Å"key brand bene? t† (â€Å"Guinness brings out your inner strength†) that would unify its global brand and also ensure differentiation from other popular beer brands (Amis, 2003, p. 200).Secondly, the company used sport and sport sponsorship as a central element of its brand positioning strategy, creating advertisements featuring athletes and driving on-trade promotions and sales during world sporting events (Amis, 2003). The critical element of Olympic sponsorship is that it offers sponsors the opportunity to make use of unique business opportunities by providing concrete rights and speci? c bene? ts associated with the strongest sporting brand in the world (i. e. the Olympic Games), depending on the sponsorship category.Accordingly, and given the competiti ve nature of the growing Olympic sponsorship industry, other sport and non-sport sponsorship options, and the signi? cant resource investment required to get into a sponsorship agreement, strategic thinking becomes critical. Following the example of multinational corporations, one would expect that sponsors involved in Olympic sponsorships on the national level should also engage ? rst and foremost in fundamental strategic thinking related to company brand management efforts and overall corporate strategy, and consider how a potential sponsorship agreement would enhance corporate strategy and objectives.This question is the point of exploration of the present study. Integrating sponsorship into organizational marketing In her discussion on sponsorship-linked marketing development, Cornwell (1995) proposes a model of sponsorship development. That model involves six steps, each linked to the next, including: 1 analysis of the situation; 2 determination of objectives; 3 development of sponsorship-related strategy; 4 creation of sponsorship link; 5 sponsorship implementation; and 6 sponsorship evaluation.In another research effort to standardize the process of selecting a sport sponsorship program and utilizing it as a viable marketing tool, Arthur et al. (1998) proposed a multistep process that involved many of the points discussed earlier by Cornwell. The authors emphasized the necessity of a careful consideration of all options available to an organization in order to achieve company objectives, as well as the need to incorporate the sponsorship within the organization, manage, activate, and evaluate it (Arthur et al. , 1998).Therefore, it should be stressed that sport sponsorship can be an invaluable tool as long as it is fully integrated into a ? rm’s marketing and communication efforts. This involves ? rst of all placement of the corporate sponsorship activities into the marketing departments, clear and appropriate objectives and planning, and full in tegration into the communication mix. Otherwise, sponsorship activities, including those linked to the Olympic Games can be turned into costly mistakes with no substantial return on investment.Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis Journal of Product & Brand Management Volume 17  · Number 4  · 2008  · 212 –222 Sponsorship and brand management Wong and Merrilees (2005) stress that, in pursuing competitive advantage in the marketplace, the brand should be in the heart of corporate strategy. In other words, managers should be able to combine corporate, marketing and promotional plans in a brand-based strategy, which can offer their company a sustainable edge over their competitors and lead to high levels of brand equity.Brand equity is one of the most fundamental signi? ers of a powerful brand because it represents the end result of strong brand loyalty, high name awareness, positive br and image, favorable brand associations, and the perception of superior quality (Aaker, 1991). As companies strive to build powerful brands with high value in the marketplace, sport sponsorship can serve as a tool for supporting brand management objectives (Amis, 2003; Sandler and Shani, 1993).Establishing and exploiting a partnership with a sport property can assist a company to strengthen some or all of the elements of brand equity and consequently increase the overall value of its brand (Roy and Cornwell, 2003). A few authors have discussed sport sponsorship’s role in enhancing brand image and reputation, increasing brand awareness and familiarity, and altering public perceptions (e. g. Amis et al. , 1997; Cornwell et al. , 2001; Gwinner and Eaton, 1999; Irwin and Asimakopoulos, 1992). Bene? s have also been reported in terms of brand personality and brand differentiation (Amis et al. , 1999; Cornwell et al. , 2001). The brand-related bene? ts outlined above can be deliver ed with an even greater effectiveness via Olympic sponsorship agreements. Brown (2000) discussed how AMP (an insurance and investment company) and Visa, both companies in the services sector, used their Olympic sponsorship of the 2000 Olympic Games for brand development and brand differentiation initiatives. Crimmins and Horn (1996) have also reported that Visa has bene? ed from measurable changed perceptions of its brand over MasterCard as a result of the Olympic sponsorship. Furthermore, Stipp (1998) showed that managers are well aware of how sponsor image is signi? cantly affected by the special qualities of Olympic advertising, the favorable public attitudes toward Olympic sponsorship, and the strength of the association between the sponsor and the Olympics. This is attributed to the fact that the general public expresses high respect for the Olympic Games and attaches special value to Olympic sponsorship (Stipp, 1998).Even though there is evidence that sport sponsorship, and pa rticularly Olympic sponsorship, is a distinctive resource capable of ful? lling brand management objectives, it should be stated that its effectiveness depends on active management (Amis, 2003; Cornwell et al. , 2001), appropriate and adequate leveraging (Chalip and Leyns, 2002), and longterm agreements which allow time for strong associations to be developed between events and brands (Keller, 1993). Companies should not make the mistake of mismanaging sport sponsorship agreements.They should approach these agreements as a distinctive resource, which needs to be integrated within other company activities in order to produce sustainable competitive advantage (Amis et al. , 1999). Sample On the national level, ATHOC, the Organizing Committee of the 2004 Athens Olympic Games, instituted a sponsorship program, the National Sponsoring Programme, which offered three levels of involvement: 1 Grand Sponsor; 2 Of? cial Supporter; and 3 Of? cial Provider.This sponsorship program contributed a total of e570 million to the Organizing Committee’s budget (Jeanrenaud, 2006). The present research effort focused on the highest of the three levels, the Grand Sponsors. It was assumed that, given the size of the companies and the extent of their investment, there were higher chances that a strategic and/or brand building orientation would have been adopted at that level. Therefore, the sample for this study was drawn from the population of the Grand National Olympic Sponsors of ATHOC. The ten ompanies that served as Grand sponsors were 1 Alpha Bank (private bank); 2 Athenian Brewery (beer producer); 3 DELTA (dairy product company, co-sponsor with FAGE); 4 FAGE (dairy product company, co-sponsor with DELTA); 5 Hellenic Broadcasting Corporation (ERT, national broadcasting company); 6 Hellenic Post (ELTA, national postal services provider); 7 Hellenic Telecommunications Organization (OTE, national telecommunications company); 8 Hyundai Hellas (automotive company); 9 Olympic A irlines (national airline company); and 10 Public Power Corporation SA (DEI, national electrical power provider).Data collection The design of this research involved a multiple case study approach. Data were collected through semi-structured interviews conducted with the Marketing Directors or other company executives responsible for coordinating the Olympic sponsorship activities of their particular organization. The particular research design was deemed appropriate for the study objectives as it facilitated the exploratory nature of this research. It also allowed for motivating the interviewees to explore and discuss aspects of their sponsorship-related thinking and enabled in-depth probing into unexpected issues during the discussion.Interviews took place between January and May 2004, and the duration of each interview was approximately one hour. Research efforts resulted in a total of seven of the possible ten interviews. Consequently, all results are based on information from t he seven sponsors interviewed. An interview guide was developed to incorporate the following key themes: . the reason(s) for which the ? rms entered into the Olympic sponsorship agreement; . the way(s) in which the Olympic sponsorship was integrated into the ? rms’ overall corporate strategy, their marketing strategy, and their brand management efforts; . he amount of resources deployed into the sponsorship; . the initiatives introduced to leverage the sponsorship; and . companies’ plans to evaluate the effectiveness of their Olympic sponsorship. 215 Methodology The present study follows a multiple case study approach to investigate the extent to which Grand Sponsors of the 2004 Olympic Games were involved in strategic planning and systematic leveraging activities related to their Olympic sponsorship agreements. Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis DounisJournal of Product & Brand Manage ment Volume 17  · Number 4  · 2008  · 212 –222 Data analysis In an effort to explore whether a strategic approach was adopted (or not) by the Grand Sponsors of the 2004 Olympics in the acquisition and management of their sponsorship, the present study focused on four indicators, namely: 1 sponsors’ stated goals and/or objectives; 2 resources allocated to the acquisition and activation of the sponsorship; 3 sponsorship leveraging initiatives; and 4 sponsorship evaluation plans The study attempted to assess the degree to which each of these areas was considered in the sponsorship process.In addition, the perceptions of company-sponsor representatives in terms of the incorporation of their sponsorship in the overall corporate strategy and brand management efforts were used as a ? fth indicator. These ? ve elements were chosen to frame the analysis because they have been proposed in past research (Arthur et al. , 1998; Cornwell, 1995) as indicators of a strategic app roach to sport sponsorship, and thus were deemed appropriate for the objectives of the present research.All data received through the interviews were therefore contentanalyzed based on those ? ve parameters. Results A discussion on each of the ? ve parameters as they relate to the seven companies-sponsors in the sample is presented in the following section. Sponsorship as part of corporate strategy and brand management efforts In order to explore whether a strategic approach was adopted in the acquisition of the Olympic sponsorship at the national level, companies were asked to discuss how iOlympic sponsorship ? tted in their overall (i. . corporate) brand management strategy. From the responses received to that question alone, it appeared that two of the seven companies in the sample clearly saw this sponsorship as an opportunity to support major shifts in the structure and orientation of their companies. More speci? cally, Alpha Bank, a private bank that had gone through a merger in recent years, saw its Olympic sponsorship as a way to support the union of the two banks that merged and also as a cause behind which to unite the two distinct cultures and staffs.Its involvement with the Olympics was seen as a platform to promote the new, post-merger company and to solidify its new name and identity in the minds of consumers. ELTA, the main postal services provider in Greece, which had been a sponsor of the ? rst modern Olympic Games held in Athens in 1896, was also going through major changes at the time leading up to the Olympic Games as the company was preparing for an initial public offering (IPO). Their main interest was to use their Olympic sponsorship to strengthen and promote their corporate image.According to a company representative, â€Å"we want to promote a modern image of effectiveness and quality; a humane image† (personal communication, February 2, 2004). Their investment in this sponsorship intended to support the company’s brand r epositioning efforts that focused on promoting a more positive, a more customer- and service-oriented image. In addition to the role of the sponsorship in shaping a new image 216 for the company, it served as a means to celebrate a milestone in company history, i. e. the 175th anniversary of the establishment of the organization. When asked the same question of how their Olympic sponsorship ? ted with their brand management efforts, the remaining ? ve companies in the sample did not discuss any strategic initiatives that were supposed to be supported by the sponsorship. Instead, they provided reasons for which they decided to become a sponsor. Athenian Brewery, a beer producer, and DELTA, one of the dairy product co-sponsors, mentioned that their decision to become a sponsor was driven primarily by the fact that the Olympic Games was the largest and most important athletic event to occur in the modern history of the country, while the other three cited being a logical choice for the pro? e and size of their company (FAGE, dairy product co-sponsor); obliging to a matter of honor (Olympic Airlines, airline); and supporting their company’s social responsibility strategy (DEI, power provider) as their rationale for entering into those agreements. Even though it seems that, from their responses to that question alone, these ? ve sponsors did not consider any strategic or brand-related initiatives in their decisions to become involved in the program, there was some relevant information that ould be deciphered from their commentary on their sponsorship objectives, which indicates that some consideration of corporate strategy or branding was present. That information is discussed in the following section. Stated goals and/or objectives All of the companies in the sample seemed to have, to a greater or lesser extent, some stated goals for this sponsorship. However, with the exception of two cases, none of them were speci? c or measurable. In general, stated goal s/objectives fell into two categories: 1 pro? -oriented (i. e. sales); or 2 brand-oriented. Table I outlines companies’ goals and/or objectives in terms of their Olympic sponsorship agreements and groups them based on their orientation. In terms of the pro? t-oriented goals/objectives, the majority of the sponsors in the sample seemed to agree that increasing sales for one or all of their products/services was one of their goals. Olympic Airlines, the national airline company, had speci? c objectives in terms of the amount of additional traf? it would generate during the summer months and was also expecting long-term repeat business. Alpha Bank, the private bank, was more speci? c in terms of the group it was targeting; it was looking to attract a younger demographic for its services. As was noted, â€Å"we are aiming to attract a younger audience [as] the pro? le of our clients is middle age† (personal communication, January 20, 2004). Interestingly, there was also th e case of one sponsor (ELTA, postal services provider) that did not declare any speci? pro? t-oriented goals, but rather expressed a desire to at least make up the money they invested in acquiring the sponsorship. As stated by a company representative, one of their goals was â€Å"to cover the minimum guaranteed amount spent to acquire the sponsorship† (personal communication, February 2, 2004). The same company representative indicated that they did not view their Olympic sponsorship as a means that would produce any signi? cant commercial bene? ts and that the ? ancial returns were expected to be marginal. In addition to the pro? t-oriented goals, there were also other stated goals/objectives related to some aspects of brand Table I Goals/objectives of Grand National Olympic sponsors Brand-oriented goals/objectives Brand awareness, recognition Brand loyalty Integrate staff members of two banks Integrate two company cultures Brand associations Brand image, positioning Organi zational culture, employees (internal branding)Other goals/ objectives Grand National Olympic Pro? t-oriented goals/ sponsors objectives Alpha Bank Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis Strengthen employee relations through leveraging initiatives Support the efforts of ATHOC – altruism 217 Receive moral bene? ts Increase market share Establish the new bank name in the minds of consumers Gain new customers Attract younger consumers Generate pro? of e50 million Athenian Increase sales (target group: Enhance brand recognition Create a legacy Make Heineken a yearBrewery 18-34) of Heineken after the Games round beer Community involvement DELTA Increase sales Create brand recognition, Community Strengthen company image awareness involvement Project interest in community matters and the country FAGE Generate sales from visitors Promote products abroad Turn foreign visitors into upon return to th eir Create brand awareness consumers of their countries among visitors (foreign products consumers) Hellenic Post [Avoid losses – make up the Create a positive image, (ELTA) money spent on sponsorship] customer- and serviceoriented Support company repositioning efforts Increase prestige as a new Olympic Airlines Increase traf? c by 150,000 Generate exposure and buzz post-Games company travelers (e50 million) Generate repeat travel in the future Create image of trust and Public Power Create credibility association Corporation, SA with the event Create prestige (DEI) Strengthen social pro? le of company Unite employees behind common effort Journal of Product & Brand Management Volume 17  · Number 4  · 2008  · 212 –222 Serve noble cause of sponsorship Coordinate communications under one strategy Take advantage of sponsorship rightsEvent sponsorship as a value creating strategy for brands Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis Journal of Product & Brand Management Volume 17  · Number 4  · 2008  · 212 –222 management. More speci? cally, the two areas that seemed to be more prevalent in sponsors’ priorities were brand awareness and recognition and brand image. Five of the seven sponsors in the sample stated that they were interested in raising awareness/recognition levels for their brands or a particular product under their brand. For Athenian Brewery, the beer producer, the goal was â€Å"to enhance brand recognition for Heineken [one of the products of that company] [. . . ] to promote Heineken and make it a year-round beer† (personal communication, March 4, 2004).Alpha Bank, the private bank, was more interested in raising people’s awareness of the new name of the bank, while FAGE, one of the dairy product co-sponsors, was focused on making foreign consumers who were visiting Greece for the Games familiar with their products in hope that they would continue consumption upon return to their native countries. The second aspect of brand building that seemed to be important amongst at least four of the seven Grand National Olympic sponsors in the sample was brand image. Through association with an event as grandiose and unique as the Olympic Games, sponsors felt they could create a more positive image for their company.This goal was particularly important for ELTA, the postal services provider that was hoping that the sponsorship would support its repositioning efforts. As their representative stated, â€Å"our company is at the stage of planning or promoting a change in its nature and orientation [. . . ] we are now shifting from the era of the citizen to the era of the customer, and that is important† (personal communication, February 2, 2004). Using the sponsorship to create an image of trust and credibility was one of the goals of DEI, the national power provider, while projecting their company’s interest in the community and the country and cr eating prestige as a new company were goals expressed by DELTA (dairy product co-sponsor) and Olympic Airlines (airline), respectively.Another area related to branding, other than the two mentioned above, which also became evident from the data, is the use of sponsorship for purposes of branding within the organization (i. e. internal branding). Two of the companies in the sample, Alpha Bank (private bank) and DEI (power provider), indicated that they saw their Olympic sponsorship as a means to promote employee relations. According to the representative of one of the sponsors (DEI), â€Å"[one of the goals of our company for the Olympic sponsorship is] to unite employees around a vision and a common effort† (personal communication, May 6, 2004). A third company, DELTA (dairy product producer), made reference to that goal not directly, but through the discussion of their sponsorship activation initiatives.In addition to the two main groups of goals, there were also some other goals/objectives expressed by Grand National Olympic sponsors. Those re? ected mainly altruistic motives and moral bene? ts sought through their involvement in the particular sponsorship program. Allocated resources Another indication of whether a sponsorship is seen as an investment and a brand building tool is the amount of resources invested in the process. There were two types of resources examined in this study, i. e. human and material resources. Furthermore, material resources were distinguished between in-cash versus in-kind, and those invested in the acquisition versus the activation of the sponsorship. 218In terms of human resources allocated to their Olympic sponsorship, all companies in the sample formed some type of committee that was responsible for managing all sponsorshiprelated activities. The size of those committees ranged from two to 15 members and, in most cases, membership included employees from a number of departments within the organization. Furthermore, two of the companies in the sample, Alpha Bank and Athenian Brewery, discussed their intention to involve their employees in the process by initiating employee Olympic volunteer programs. Not all sponsors in the sample were willing to disclose the ? nancial investments they made to acquire their Olympic sponsorships. Of the seven companies in the sample, six provided some information in terms of the ? nancial resources allocated to becoming a Grand Olympic sponsor.From the information provided through the interviews, it was concluded that Athenian Brewery and DELTA invested in cash only, DEI invested in kind only, while Alpha Bank, ELTA and Olympic Airlines invested both in cash and in kind. In general, there seemed to be a commitment toward the sponsorship, which became more apparent from the stated intentions of sponsors to allocate ? nancial resources in sponsorship activation initiatives. Even though all seven companies in the sample discussed some sponsorship activation plans, onl y four of the sponsors (Alpha Bank, Athenian Brewery, FAGE, Olympic Airlines) mentioned that they were planning to invest ? ancial resources on that aspect, with two of those (Alpha Bank and Olympic Airlines) disclosing the speci? c amounts. Some more information on sponsorship activation is provided in the section below. Sponsorship activation In addition to the resources allocated to sponsorship activation, information was collected on speci? c leveraging initiatives. Although there was some variation in terms of the means chosen by each company to activate their sponsorship, most initiatives involved the use of the Olympic logo and symbols as well as the Olympic mascots on sponsors’ products, employees, distribution vehicles, and at points of sale. The most common sponsorship activation initiatives involved Olympic-themed sales promotions (e. g. ontests), themed packaging, new products (e. g. Olympic-themed credit card), and collectible pins. Furthermore, three of the spon sors in the sample (Alpha Bank, ELTA and Olympic Airlines) mentioned the existence of a hospitality program for their clients or partners. In terms of the use of communication media to activate their Olympic sponsorship, the most popular choices appeared to be advertising through mass electronic (e. g. television) and print (e. g. newspaper) media, posters and billboards, displays at sponsors’ distribution outlets or specially created kiosks, and internal company communication media or publications (e. g. employee newsletter).Surprisingly, the use of the internet and the companies’ websites (provided one existed) did not appear to be prevalent, with only three sponsors (Athenian Brewery, Alpha Bank and FAGE) mentioning its use in leveraging their sponsorship agreement, while three other companies (DELTA, ELTA and Olympic Airlines) indicated that promotion through the internet would be limited. Sponsorship evaluation Of all ? ve indicators used to determine the role of these sponsorship agreements in companies’ strategy and brand management efforts, this measure is probably the one for Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis Journal of Product & Brand Management Volume 17  · Number 4  · 2008  · 212 –222 which more general and more vague responses were received.With the exception of three companies that either did not provide any information on this area (Alpha Bank) or provided very general information (Olympic Airlines and DEI), the remaining sponsors in the sample indicated at least some plans to measure sales, company awareness/recognition levels, and perceived image amongst consumers, or to conduct cost-bene? t analyses after the Games. Discussion In light of the ? ndings received from a representative group of the Grand National Sponsors of the 2004 Athens Olympic Games, some general observations and practical recommendations are offered for marketing and brand management executives interested in investing in sport sponsorship. Firstly, even though the marketing literature has repeatedly cautioned corporate executives about the need to be strategic with their decisions to invest in sponsorship and also in the selection of an appropriate property that could further corporate objectives (e. g. Farrelly et al. , 1997; Meenaghan, 1998), the ? dings of this study indicate that only a small number of the national sponsors of the Athens Olympic Games truly saw this sponsorship as a tool to further corporate strategy. For a number of other ? rms becoming a sponsor was explained by generally stated objectives of assisting the Organizing Committee’s efforts to put on a good event of the greatest national importance. However, even those companies that did not speak about corporate strategy and brand management made it clear throughout their interviews that solidifying an association with the Olympic Games could affect their brand image and positioning in a positive manner. The use of words such as â€Å"legacy†, â€Å"honor†, â€Å"prestige† and â€Å"image† indicates that these companies were well aware of how an of? ial relationship with an event as unique as the Olympic Games and as important for the history of the country (i. e. Greece) would help to build strong brand associations. This con? rms past research suggesting that sport sponsorship can be used as a brand-building tool through the creation of positive and favorable brand associations (e. g. Amis, 2003; Roy and Cornwell, 2003). Secondly, the companies in the sample highlighted the key strengths of their national Olympic sponsorships by stating the goals and objectives attached to those agreements, even though they were not, in most cases, speci? c or measurable as it has been recommended through past literature (e. g. Arthur et al. , 1998).Interestingly, many of the goals and objectives stated were brand- related. It was evident through the interviews that companies recognized the opportunity to sharpen their brand image and increase levels of brand awareness, but also saw the chance to do that in a favorable light by taking advantage of the positive feelings and emotions people had toward the Olympic Games. Being seen as one of the contributors to an event as important to the country and its citizens – even though not directly related to pro? toriented objectives – if achieved, could have led to positive outcomes via strengthening the company’s image and emotional connection with current and potential consumers.Past research also has connected the existence of positive brand associations to favorable consequences for brands (e. g. Amis, 2003; Gladden et al. , 1998). Thirdly, it appeared from the data that all the companies created teams to manage their sponsorships and, in most 219 cases, those teams involved employees from a number of departments. The involveme nt of various departments in the sponsorship management process could indicate efforts of sponsors to integrate their Olympic sponsorship throughout their organizations. Furthermore, for those companies that decided to involve their employees via Olympic volunteer programs or to incorporate employee bene? s and special corporate hospitality programs, it seems that they also saw this sponsorship as a tool to build employee relations and strengthen their brand internally. Fourthly, the willingness of companies to allocate resources not only in becoming sponsors but also in leveraging their sponsorship relationships indicates an even greater commitment in using this sponsorship as a brand building tool and receiving full bene? ts from their involvement – even though that was not clear from responses related to the ? rst indicator. It also implies that companies saw value in the intellectual property of the Olympic Games and in the rights received through their agreements with th e Organizing Committee. Although most of the managers interviewed failed to report with speci? ity the resources committed in sponsorship activation, this ? nding is in agreement with previous research that proposes spending money to leverage the associated bene? ts of a sponsorship (e. g. the $2-for-$1 additional spending found by Farrelly et al. , 1997). The leveraging initiatives described throughout the interviews were clearly efforts to capitalize on the positive feelings and enthusiasm that were widespread throughout the country. Using a variety of promotional and communications initiatives to take advantage of product/service category exclusivity rights (even for the two dairy product producers that signed on as co-sponsors) and of the of? cial af? iation with the Olympic Games could provide a competitive advantage to those corporations and differentiate them from their competition. Lastly, the lack of data on sponsorship evaluation plans might imply that assessment of the ef fectiveness of process and of the ful? llment of goals might not be an area to which companies devoted much energy, at least in the early stages of their sponsorship relationship. This ? nding is consistent with the existing literature, which indicates that many companies spend signi? cant resources on sponsorship agreements but fail to establish formal sponsorship evaluation systems or procedures (Miyazaki and Morgan, 2001).Furthermore, the fact that most objectives stated throughout the interviews were rather general and not speci? c could make any effort to evaluate the effectiveness of these sponsorship agreements even harder. Consistent with past literature (e. g. Cornwell, 1995; Meenaghan, 1998), in this case it is also strongly recommended that plans to measure whether corporate objectives were achieved should be an integral part of the sponsorship design and implementation, and not merely an afterthought. Olympic sponsorships, especially at the national level, are somewhat u nique in that they are typically once-ina-lifetime opportunities, with sponsorship renewal being less of an issue. Even so, easuring return on investment could prove valuable in guiding a company through future decisions to invest in sport or other sponsorship opportunities. Managerial implications and conclusions Given the increased pressure on corporations to maximize ef? ciency in operations and maximize return on all company investments, sport sponsorship has naturally fallen under Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis Journal of Product & Brand Management Volume 17  · Number 4  · 2008  · 212 –222 scrutiny in terms of its potential to further corporate goals and help strengthen the brand.The main contribution of this research is showing that there are still large corporations – such as the Grand National sponsors of the Athens 2004 Olympic Games – that enter expens ive sponsorship agreements with only moderate consideration to the strategic and brand-building elements of sponsorship. As this study showed, not all cases prove that speci? c brandbuilding initiatives were put in place from the start of those relationships. The ? ndings discussed above hold managerial implications for both sponsorship executives and (sport) event properties. In addition to an overall strategy involving corporate brand management, it is important for sponsors to fully understand what speci? advantages are delivered through their sponsorships and how customers might view those companies’ sponsorship efforts in relation to other media tools. As Farrelly et al. (1997) have suggested, ? rms need to ? rst â€Å"research the role of sponsorship in the strategic plan, communication mix, and its place in the organizational hierarchy† (p. 178). Using a manager-based view of the Grand National Olympic sponsorships, the ? ndings are quite clear in showing that t his type of thinking had not yet (i. e. at the time of the interviews) been adequately established in these agreements. The majority of the 2004 Olympics Grand sponsors had dif? culties approaching their partnerships as a valuable esource able to create competitive advantage in the marketplace. Nevertheless, the marketing department of ATHOC, the Organizing Committee of the Athens 2004 Olympic Games also holds part of the responsibility for the lack of strategic thinking in the investments of some Grand sponsors. Organizing Committees in general hinge on the success of these agreements in order to generate income and positive evaluations on corporate business developments. In addition to the promotion of the unique image of the Games and the rights of the Olympic sponsorship program, it is in the overall interest of the event property to integrate real strategic thinking in the sponsorship program process.This strategic thinking can be oriented, for example, by encouraging and/or as sisting candidate sponsors to explore their strategic link between the Olympic Games’ audience and their ? rms’ target market and overall brand-related objectives. If the property (in this case OCOG) works proactively to promote the unique business links associated to their audience, the brand bene? ts, as well as the other opportunities for meaningful interactions with costumers, sponsors will be more willing to allocate resources on entering the agreements and spending for their full activation. 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Thwaites, D. , Aguilar-Manjarrez, R. and Kidd, C. (1998), â€Å"Sports sponsorship development in leading Canadian companies: issues and trends†, International Journal of Advertising, Vol. 17, pp. 29-49. Wong, H. Y. and Merrilees, B. (2005), â€Å"A brand orientation typology for SMEs: a case research approach†, Journal of Product & Brand Management, Vol. 14 No. 3, pp. 155-62. About the authors Dimitra Papadimitriou is a Lecturer in the Department of Business Management at the University of Patras, Greece. She teaches in the area of sport management and marketing.Her research interests include o rganizational theory, sport sponsorship and sport tourism, and her work has appeared in the European Sport Management Quarterly, Sport Marketing Quarterly, Sport Management Review, Managing Leisure, and the International Journal of Sports Marketing & Sponsorship. She is also the author of the book Management of Sport Enterprises and Organizations, published in 2005 by Kleidarithmos Publications. In addition, Dr Papadimitriou is an elected board member of the European Association for Sport Management and serves on the Editorial Board of the European Sport Management Quarterly journal. Dimitra Papadimitriou is the corresponding author and can be contacted at: [email  protected] gr Artemisia Apostolopoulou is an Assistant Professor of Sport Management in the School of Business at Robert Morris University, USA. She teaches sport management and marketing at the undergraduate and graduate level.Her primary area of research involves brand management and brand extension strategies impleme nted by sport organizations. Her secondary research interests include sponsorship and endorsement issues, as well as entertainment aspects of sport consumption. She has presented work at numerous national and international conferences, co-authored book chapters, and published research in Sport Marketing Quarterly and the International Journal of Sports Marketing & Sponsorship. Theofanis Dounis is a PhD candidate in the Department of Business Management at the University of Patras, Greece. He conducts research in the area of strategic management in the professional football industry.Executive summary and implications for managers and executives This summary has been provided to allow managers and executives a rapid appreciation of the content of the article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full bene? t of the material pr esent. This sporting life Corporate sponsorship of sport is a big business and it is growing. In 2003, for example, spend on sponsorship was calculated at $US25. 9 billion. A year later in 2004, it had risen to $28 billion. In anyone’s money, that’s a big business. Of this spend 69 percent goes to sporting events. Sport, it seems, is the ? rst among equals.Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis Journal of Product & Brand Management Volume 17  · Number 4  · 2008  · 212 –222 Within this or any other context the Olympic Games has become a phenomenon of our times. The ancients surely could not have imagined what was to come. The late nineteenth century/early twentieth century revivalists would be, one would suppose, either amazed or aghast. Organizers picking up the baton after the Second World War, such as the modest London Games of 1948, would still have little inkling of what was to come. A global TV audience and, some might argue, a shift in values, have changed the game.For global companies the Olympics deliver a global audience and provide a more or less unique opportunity to reinforce brand values and build reputation. It is an opportunity not to be missed. It only comes around every four years. Athenian outcomes British Prime Minister Harold Macmillan, on being asked what represented the gr