Planning to Fail? Leveraging the Olympic Bid

Tom Bason, Jonathan Grix

Research output: Contribution to journalArticle

2 Citations (Scopus)
240 Downloads (Pure)

Abstract

Purpose
In recent years, there has been a decline in the number of cities seeking to host the Olympic Games, with several cities withdrawing from the bid process following referenda. The debate around bidding have hinged on the costs and benefits of hosting events, with little consideration as to the benefits of a bid itself. The purpose of this paper is to identify the ways in which Olympic bids be leveraged for positive outcomes, regardless of the outcomes of the bid.

Design/methodology/approach
This research employs a content analysis, examining the 16 bid responses to the question in the International Olympic Committee Candidate questionnaire: “What will be the benefits of bidding for the Olympic Games for your city/region, irrespective of the outcome of the bid?”.

Findings
This research found that bid cities do attempt to use the Olympic bid process as a leveraging resource, with four unique opportunities arising from this; national and city pride, Olympism, the formation of networks, and global focus. These provide the opportunities for Olympic bid cities to achieve the following strategic objectives: nation and community building, sport participation, business opportunities, enhancing image and profile, and to push through infrastructural projects.

Originality/value
There has been little consideration as to the ways an Olympic bid can be used to leverage positive outcomes for a city or a nation, and therefore this research contributes to the literature on leveraging mega-events. The research also has practical value, in providing potential bidders with information regarding positive outcomes whether the bid is successful or not.
Original languageEnglish
Pages (from-to)138-151
Number of pages14
JournalMarketing Intelligence & Planning
Volume36
Issue number1
DOIs
Publication statusPublished - 15 Dec 2017

Fingerprint

Bid
Olympics
Planning
Olympic Games
Bidding
Design methodology
Referendum
Leverage
Costs and benefits
Pride
Questionnaire
City-regions
Sport participation
Resources
Content analysis
Mega-events
Strategic objectives

Keywords

  • Leverage
  • Content analysis
  • Event leveraging
  • Olympic bid

Cite this

Planning to Fail? Leveraging the Olympic Bid. / Bason, Tom; Grix, Jonathan.

In: Marketing Intelligence & Planning, Vol. 36, No. 1, 15.12.2017, p. 138-151.

Research output: Contribution to journalArticle

Bason, Tom ; Grix, Jonathan. / Planning to Fail? Leveraging the Olympic Bid. In: Marketing Intelligence & Planning. 2017 ; Vol. 36, No. 1. pp. 138-151.
@article{40bd57e6ea3447a2bae71ecc1f7749a3,
title = "Planning to Fail?: Leveraging the Olympic Bid",
abstract = "PurposeIn recent years, there has been a decline in the number of cities seeking to host the Olympic Games, with several cities withdrawing from the bid process following referenda. The debate around bidding have hinged on the costs and benefits of hosting events, with little consideration as to the benefits of a bid itself. The purpose of this paper is to identify the ways in which Olympic bids be leveraged for positive outcomes, regardless of the outcomes of the bid.Design/methodology/approachThis research employs a content analysis, examining the 16 bid responses to the question in the International Olympic Committee Candidate questionnaire: “What will be the benefits of bidding for the Olympic Games for your city/region, irrespective of the outcome of the bid?”.FindingsThis research found that bid cities do attempt to use the Olympic bid process as a leveraging resource, with four unique opportunities arising from this; national and city pride, Olympism, the formation of networks, and global focus. These provide the opportunities for Olympic bid cities to achieve the following strategic objectives: nation and community building, sport participation, business opportunities, enhancing image and profile, and to push through infrastructural projects.Originality/valueThere has been little consideration as to the ways an Olympic bid can be used to leverage positive outcomes for a city or a nation, and therefore this research contributes to the literature on leveraging mega-events. The research also has practical value, in providing potential bidders with information regarding positive outcomes whether the bid is successful or not.",
keywords = "Leverage, Content analysis, Event leveraging, Olympic bid",
author = "Tom Bason and Jonathan Grix",
year = "2017",
month = "12",
day = "15",
doi = "10.1108/MIP-06-2017-0106",
language = "English",
volume = "36",
pages = "138--151",
journal = "Marketing Intelligence and Planning",
issn = "0263-4503",
publisher = "Emerald",
number = "1",

}

TY - JOUR

T1 - Planning to Fail?

T2 - Leveraging the Olympic Bid

AU - Bason, Tom

AU - Grix, Jonathan

PY - 2017/12/15

Y1 - 2017/12/15

N2 - PurposeIn recent years, there has been a decline in the number of cities seeking to host the Olympic Games, with several cities withdrawing from the bid process following referenda. The debate around bidding have hinged on the costs and benefits of hosting events, with little consideration as to the benefits of a bid itself. The purpose of this paper is to identify the ways in which Olympic bids be leveraged for positive outcomes, regardless of the outcomes of the bid.Design/methodology/approachThis research employs a content analysis, examining the 16 bid responses to the question in the International Olympic Committee Candidate questionnaire: “What will be the benefits of bidding for the Olympic Games for your city/region, irrespective of the outcome of the bid?”.FindingsThis research found that bid cities do attempt to use the Olympic bid process as a leveraging resource, with four unique opportunities arising from this; national and city pride, Olympism, the formation of networks, and global focus. These provide the opportunities for Olympic bid cities to achieve the following strategic objectives: nation and community building, sport participation, business opportunities, enhancing image and profile, and to push through infrastructural projects.Originality/valueThere has been little consideration as to the ways an Olympic bid can be used to leverage positive outcomes for a city or a nation, and therefore this research contributes to the literature on leveraging mega-events. The research also has practical value, in providing potential bidders with information regarding positive outcomes whether the bid is successful or not.

AB - PurposeIn recent years, there has been a decline in the number of cities seeking to host the Olympic Games, with several cities withdrawing from the bid process following referenda. The debate around bidding have hinged on the costs and benefits of hosting events, with little consideration as to the benefits of a bid itself. The purpose of this paper is to identify the ways in which Olympic bids be leveraged for positive outcomes, regardless of the outcomes of the bid.Design/methodology/approachThis research employs a content analysis, examining the 16 bid responses to the question in the International Olympic Committee Candidate questionnaire: “What will be the benefits of bidding for the Olympic Games for your city/region, irrespective of the outcome of the bid?”.FindingsThis research found that bid cities do attempt to use the Olympic bid process as a leveraging resource, with four unique opportunities arising from this; national and city pride, Olympism, the formation of networks, and global focus. These provide the opportunities for Olympic bid cities to achieve the following strategic objectives: nation and community building, sport participation, business opportunities, enhancing image and profile, and to push through infrastructural projects.Originality/valueThere has been little consideration as to the ways an Olympic bid can be used to leverage positive outcomes for a city or a nation, and therefore this research contributes to the literature on leveraging mega-events. The research also has practical value, in providing potential bidders with information regarding positive outcomes whether the bid is successful or not.

KW - Leverage

KW - Content analysis

KW - Event leveraging

KW - Olympic bid

U2 - 10.1108/MIP-06-2017-0106

DO - 10.1108/MIP-06-2017-0106

M3 - Article

VL - 36

SP - 138

EP - 151

JO - Marketing Intelligence and Planning

JF - Marketing Intelligence and Planning

SN - 0263-4503

IS - 1

ER -