...Vanessa Ratten; Hamish Ratten; Rodoula Tsiotsou Purpose Using a stakeholder perspective, this paper aims to investigate the effectiveness of sponsorship as a business investment by assessing the impact of sponsorship announcements on the shareholders' reactions of the sponsoring firms...

... to customers. Design/methodology/approach Each of the three the three steps in the value creation cycle is examined, and the tools and approaches that leading companies use to maximize shareholder wealth are outlined. Findings A customer‐value based approach to management can help companies instill...