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Public event networks: an application of marketing theory to sporting events (1999)

Erickson, G. Scott ; Kushner, Roland J.

Bradford : Emerald

European journal of marketing 33 (1999), S. 348-365

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ISSN: 0309-0566

Source: Emerald Fulltext Archive Database 1994-2005

Topics: Economics

Notes: Public events, nearly pure forms of functional alliance, are examined. Because of their status as infrequent service occasions, public events offer opportunities to apply network analysis to prototypical virtual corporations. With two specific case histories from auto racing at hand, the authors consider how such public event networks illustrate current theory on network identity, network-specific skills, network environment, and dynamic networks. Moreover, some extension is possible in terms of describing the unique exchange relationships found in events and defining the different types of network relationships.

Type of Medium: Electronic Resource

URL: http://dx.doi.org/10.1108/03090569910253189

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