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Business Horizons
London Summer Games sponsors risk loss to ambush marketers: Beedie study
Jun 5, 2012
On the eve of London's Summer Olympic Games, a business study from Simon Fraser University shows that the persistent effectiveness of ambush marketers leaves Olympic sponsors and those of other major sporting events particularly vulnerable – costing them not only their financial investment, but ultimately their customers. Professors Leyland Pitt and Michael Parent from SFU’s Beedie School of Business examined data from the 2008 “Li Ning affair”, which saw Olympic sponsor Adidas ambushed by lesser-known Chinese sportswear company Li Ning at the Beijing Summer Olympics.More...
Social media research wins 2011 Best Article Award
Nov 2, 2011
The management journal Business Horizons and Elsevier have awarded Beedie School of Business researchers Jan Kietzmann, Kristopher Hermkens, Ian McCarthy, and Bruno Silvestre with the Best Article Award for 2011 for their paper, “Social media? Get serious! Understanding the functional building blocks of social media.”More...