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.
|Research Institute, Centre or Group:||Centre for Tourism, Hospitality and Events Research|
|Depositing User:||Philip Crowther|
|Date Deposited:||29 May 2012 11:59|
|Last Modified:||29 May 2012 11:59|
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