Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1009985 | International Journal of Hospitality Management | 2010 | 9 Pages |
Abstract
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 and constrain events in supporting organisational strategy, with a number of themes identified that impede events from realising their strategic potential.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Strategy and Management
Authors
Phil Crowther,