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dc.contributor.authorMerrilees, Billen_US
dc.contributor.authorGetz, Donen_US
dc.contributor.authorO'Brien, Danielen_US
dc.contributor.editorMichael Jay Polonskyen_US
dc.date.accessioned2017-05-03T13:59:37Z
dc.date.available2017-05-03T13:59:37Z
dc.date.issued2005en_US
dc.date.modified2009-09-25T04:43:55Z
dc.identifier.issn03090566en_US
dc.identifier.doi10.1108/03090560510610725en_AU
dc.identifier.urihttp://hdl.handle.net/10072/4599
dc.description.abstractPurpose - The paper aims to explore a major issue in international marketing: how to build a global brand in a way that makes a strong local connection. Design/methodology/approach - Using qualitative research methods on a single case, the Brisbane Goodwill Games, the processes used in the staging of this major sport event are analyzed. In particular, the stakeholder relations employed by the marketing department of the Goodwill Games Organization are investigated and a process model is developed that explains how a global brand can be built locally. Findings - A major outcome of the paper is a revision to the four-step Freeman process to make it more proactive; and three major principles for effective stakeholder management are articulated. The findings demonstrate that stakeholder analysis and management can be used to build more effective event brands. Stakeholder theory is also proposed as an appropriate and possibly stronger method of building inter-organizational linkages than alternatives such as network theory. Originality/value - Previous literature has generally dealt with the global brand issue in terms of the standardization versus adaptation debate, and the extent to which the marketing mix should be adapted to meet local needs in foreign countries. This research provides a unique extension to this literature by demonstrating how the brand itself needs to be modified to meet local needs.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherEmerald Group Publishing Limiteden_US
dc.publisher.placeBradford, Englanden_US
dc.publisher.urihttp://www.emeraldinsight.com/0309-0566.htmen_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom1060en_US
dc.relation.ispartofpageto1077en_US
dc.relation.ispartofissue9/10en_US
dc.relation.ispartofjournalEuropean Journal of Marketingen_US
dc.relation.ispartofvolume39en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350204en_US
dc.titleMarketing stakeholder analysis: branding the Brisbane Goodwill Gamesen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.date.issued2005
gro.hasfulltextNo Full Text


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