Success factors in managing the sponsor–sponsee relationship—a fuzzy-set qualitative comparative analysis for state-owned enterprises in Germany Available to Purchase

Bjoern Ivens is a chair professor of sales and marketing at Otto-Friedrich-University Bamberg, Germany. His research interests lie in the fields of customer management, price management, and marketing organization. He is also a member of the board of directors of the competence center for the digitalization of business models. His research has been published in journals such as Journal of Business research, Psychology and Marketing or Industrial Marketing Management.

Prof. Dr. Florian Riedmueller is a vice dean and Lecturer at the Business Faculty of the Technische Hochschule in Nuernberg (Germany). He researches leisure marketing management, specifically how common marketing strategies can be transferred into the leisure management market. Current studies explore the evaluation of service quality, sponsorships and event management. He is the editor of the German “Management handbook sports marketing” and has published in several Marketing Journals.

Peter van Dyck is research associate at Otto-Friedrich-University Bamberg, Germany. His research interests center on eye tracking, sports marketing, and sponsorship.