Strategic application of events

CROWTHER, Philip (2010). Strategic application of events. International Journal of Hospitality Management, 29 (2), 227-235.


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This paper explores the area of strategy and events through a qualitative study. Organisations are increasingly seeking to achieve strategic objectives though the delivery of events. Particularly, as regards the role of events in the communication of brand strategy. This paper seeks to illuminate the underpinning reasoning for this trend, and examine prevalent issues relating to event management and event experience. There is a critical evaluation of the factors that facilitate and constrain events in supporting organisational strategy, with a number of themes identified that impede events from realising their strategic potential.

Item Type: Article
Uncontrolled Keywords: UoA26
Research Institute, Centre or Group: Sheffield Business School Research Institute > Service Sector Management
Departments: Sheffield Business School > Service Sector Management
Identification Number:
Depositing User: Philip Crowther
Date Deposited: 29 May 2012 10:59
Last Modified: 11 May 2018 18:36

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