Strategic application of events

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

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    Link to published version:: 10.1016/j.ijhm.2009.10.014


    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
    Research Institute, Centre or Group: Sheffield Business School Research Institute > Tourism, Hospitality, Events and Food
    Identification Number: 10.1016/j.ijhm.2009.10.014
    Depositing User: Philip Crowther
    Date Deposited: 29 May 2012 11:59
    Last Modified: 25 Apr 2014 15:42

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