Competing for attention: using stakeholder engagement to shift the focus from the Beijing Olympics to minority pressure groups
MetadataShow full item record
This is a case study, highlighting China's plight to secure consistent, positive media coverage in the lead up to the 2008 Beijing Olympics. While this paper is neither anti-China nor pro-Tibetan, it highlights that large organisations and governments can learn from activist and pressure groups, which have become increasingly successful in engaging stakeholders. The author argues that Olympic marketing programs have focused too much on traditional marketing tools, whilst ignoring the importance of integrated communication programs and stakeholder engagement.
Showing items related by title, author, creator and subject.
Lockstone-Binney, L.; Holmes, Kirsten; Smith, K.; Shipway, R. (2018)© 2018, © 2018 Informa UK Limited, trading as Taylor & Francis Group. The Olympic Games is a major stimulus for increased tourism. In recent years, there have been greater calls for this and other mega-events to leave ...
Competing for global attention: a case study into how a collective of largely unknown activist groups managed to shift the focus from one of the biggest international events to a minority causeWolf, Katharina (2009)This case study retraces the steps of the David vs. Goliath battle between the Beijing Olympic Organising Committee and the Free Tibet Movement, in the lead up to the 2008 Beijing Olympics. While the Chinese government ...
Nichols, G.; Benson, A.; Holmes, Kirsten (2018)© 2018 Cognizant, LLC. A significant legacy of the 2012 Olympic Games was to demonstrate how such an event could be delivered within the governance structure of "regulatory capitalism." The delivery of the London 2012 ...