| dc.description.abstract | In the recent past, both scholars and policy analysts have devoted a great deal of attention
to the implications of commercial sponsorship and initiatives as well as their relation to
sales strategy. Management in EABL is a function whose primary role is to ensure that
the company remains focused on the long term profitability, consistently deliver results in
a constantly changing environment and to optimize the resources available to obtain the
highest value in the long term. The purpose of the study is to establish if there is a
positive link between commercial sponsorship and market performance of EABL and to
identify the impact of commercial sponsorship on brand value of EABL products.
This study was a case study since the unit of analysis is one organization (that is East
African Breweries Limited). The researcher collected both primary and secondary data
for this study. Primary data was collected using an interview guide. The interview guide
has open-ended questions which will enable the researcher to collect qualitative data. The
interview guide was administered through face interviews to allow for further probing.
Secondary data was collected from the EABL strategic partnership publications
particularly those spelling how EABL execute its corporate social responsibility mandate
through commercial sponsorship. The data collected from the interview was edited for
completeness and consistency. Given that data was qualitative in nature, content analysis
was used to analyze the data. The content of the responses obtained after carrying out the
interviews was therefore analyzed to search for relationship between application of
innovation strategies and sustainable competitive advantage.
From the findings, management's handling of the commercial sponsorship process can be
considered successful if things go smoothly enough that the company meets or beats its
commercial sponsorship and financial performance targets and shows good progress in
achieving management's commercial sponsorship vision geared towards efficient and
market performance to its intended clientele. Therefore, effective commercial
sponsorship management requires intensive, continuous and collective involvement of
senior management" (Stoney, 2001). Without execution, there will be no market
performance by the implementing organization. Market performance is possible if and
only if there is proper commercial sponsorship. The organization should ensure that
customer service is the core aspect in commercial sponsorship focusing on efficient and
market performance and also ensure that the necessary resources are available during
commercial sponsorship which impacts positively on market performance. Moreover, the
organization should assess the sales strategy to ensure that it is in line with use of
commercial sponsorship and make sure that commercial sponsorship is a team effort. | en_US |
