“Good things come to those who wait”: The strategic management of image and reputation at Guinness

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Abstract

The purpose of this study was to investigate the ways in which sport is used in the
management and development of the key intangible resources of image and
reputation at a major transnational firm. While image and reputation have been
acknowledged as vitally important in the development of competitive advantage,
there has been a distinct lack of study of the ways in which these resources are
actively managed, particularly across international settings; the role that sport can
play in this process is similarly ill-understood. Utilizing qualitative data collected from
a variety of sources, including interviews, video, documents, internal presentations,
electronic media and various popular press and academic publications, the ways in
which sport plays a central role in the development of image and reputation at
Guinness were uncovered.The utilization of sport through direct sponsorship,
advertising and on-trade promotions, and the ways in which sports are selected and
managed to promote a consistent brand image and support an established reputation
in ways that are globally coherent yet locally resonant are highlighted.
Original languageEnglish
Pages (from-to)189-214
JournalEuropean Sport Management Quarterly
Volume3
Publication statusPublished - 2003

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