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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Investing In Australia: A Cultural And Practical Guide, John Glynn, Martin O'Shannessy, Rob Goodfellow
Investing In Australia: A Cultural And Practical Guide, John Glynn, Martin O'Shannessy, Rob Goodfellow
John J Glynn
This practical guide for overseas investors and visitors to Australia who want to consider setting up a new business operation or investing in business there provides the background to the country's business culture. It also includes a directory listing agencies and selected resources.
Using The Brand Molecule Concept To Guide The Management And Marketing Of A Professional Sports Team, Alan Pomering, Dirk Melton, Gregory Kerr
Using The Brand Molecule Concept To Guide The Management And Marketing Of A Professional Sports Team, Alan Pomering, Dirk Melton, Gregory Kerr
Gregory Kerr
The sports industry is an important one; it is estimated to be the 11th largest industry in the United States. Within this industry, individual sports, at both the amateur and professional levels, compete for talented players, supporters, government funding, and sponsorship dollars. It is therefore important for sports to manage their sports brands. We use Lederer and Hill’s (2001) brand molecule concept to explain the brand management implications for a professional, national sports team, the Bulldogs, a Sydney-based team in Australia’s National Rugby League competition. The brand molecule highlights for the brand manager the positive and negative atoms that comprise …