Authors: Pekka Tuominen; Rami Olkkonen
The purpose of the study is to describe, analyse, and understand the triggers and configurations ofrelationship fading in cultural-sponsorship relationships. A dyadic case study examines a three-yearcultural-sponsorship relationship between a business sponsor and a sponsored museum. The triggersof relationship fading are broadly elaborated into structural triggers and situational triggers. Thestructural triggers are further categorised into negative structural triggers and positive structuraltriggers, and the situational triggers are further categorised into negative situational triggers andpositive situational triggers. Negative triggers of relationships fading accelerate the fading of culturalsponsorship relationship, whereas positive triggers hinder such fading. Most of the triggers are passive and indirect—that is, the triggers of relationship fading gradually reduce the sponsor’s motivation to invest and develop the cultural-sponsorship relationship. The perceptions of the business sponsor and the sponsored museum are combined into a configuration matrix of relationship fading in culturalsponsorship relationships. The configuration matrix can be used to analyse the composition and the dynamics of perceptions during relationship fading. Successful management of cultural sponsorshiprequires the interacting actors to be aware of the structural and situational triggers that can lead to thefading, and potentially, the ending of such a relationship.
Journal: ( – )
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Publish Year: 2005
Conference: Rotterdam, Netherlands (2005)