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| Author: | Merrilees, B. Getz, D. O'Brien, D. |
| Title: | Marketing stakeholder analysis: Branding the Brisbane Goodwill Games |
| Journal: | European Journal of Marketing
2005 : VOL. 39:9-10, p. 1060-1077 |
| Index terms: | international marketing stakeholders brands case studies models Australia |
| Language: | eng |
| Abstract: | This 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. Using qualitative research methods on a single case, the Brisbane Goodwill Games (here as: BGG), the processes used in the staging of this major sport event are analyzed. Particularly, the stakeholder relations employed by the marketing department of the BGG organization are investigated and a process model is developed explaining how a global brand can be built locally. There is a revision to the 4-step Freeman process to make it more proactive. In addition, three major principles for effective stakeholder management are articulated. It is shown that stakeholder analysis and management can be used to build more effective event brands. |
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