Strategic application of events

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

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Abstract

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 - Does NOT include content added after October 2018:	Sheffield Business School Research Institute > Service Sector Management
Departments - Does NOT include content added after October 2018:	Sheffield Business School > Department of Service Sector Management
Identification Number:	https://doi.org/10.1016/j.ijhm.2009.10.014
Page Range:	227-235
Depositing User:	Philip Crowther
Date Deposited:	29 May 2012 10:59
Last Modified:	18 Mar 2021 04:23
URI:	https://shura.shu.ac.uk/id/eprint/5226

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