Strategic application of events

Phil Crowther
<span title="">2010</span> <i title="Elsevier BV"> <a target="_blank" rel="noopener" href="" style="color: black;">International Journal of Hospitality Management</a> </i> &nbsp;
A B S T R A C T This paper explores the area of strategy and events through a qualitative study. Organisations are increasingly seeking to achieve strategic objectives through the delivery of events. Particularly, as regards the role of events in the communication of brand strategy. This paper seeks to illuminate the underpinning reasoning for this trend, and examine prevalent issues relating to event management and event experience. There is a critical evaluation of the factors that facilitate
more &raquo; ... and constrain events in supporting organisational strategy, with a number of themes identified that impede events from realising their strategic potential. ß
<span class="external-identifiers"> <a target="_blank" rel="external noopener noreferrer" href="">doi:10.1016/j.ijhm.2009.10.014</a> <a target="_blank" rel="external noopener" href="">fatcat:hdnwwrycqvhsjgpyxlpqf7brh4</a> </span>
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