Purpose

The purpose of this paper is to provide meaningful information about sponsorship management in state-owned enterprises.

Design/methodology/approach

Qualitative and quantitative data from Germany are analyzed in a case study approach using fuzzy-set qualitative comparative analysis (Fs/QCA)—an analytic method relevant for describing configurational patterns of causal factors.

Findings

The case study of sponsorships from state-owned enterprises in Germany reveals four alternative configurations of top-management support, sponsee prominence, standardized processes, and sponsorship leverage explaining sponsor satisfaction.

Originality/value

The paper combines two underrepresented but important aspects of sponsorship research, i.e. sponsorship management in state-owned enterprises, in an empirical study. Further, present study adds to sponsorship literature by pointing to fuzzy-set Fs/QCA as a relatively novel method that can capture the phenomenon of complex causality.

中文翻译：

---

管理发起人与受赠人关系的成功因素—德国国有企业的模糊集定性比较分析

目的

本文的目的是提供有关国有企业赞助管理的有意义的信息。

设计/方法/方法

在案例研究中，使用模糊集定性比较分析（Fs / QCA）分析了德国的定性和定量数据，这是一种描述因果结构模式的分析方法。

发现

来自德国国有企业的赞助案例研究揭示了高层管理支持，倡导者突出，标准化流程以及赞助者对赞助商满意度的四种替代配置。

创意/价值

本文在实证研究中结合了两个未被充分代表但很重要的赞助研究方面，即国有企业的赞助管理。此外，本研究通过指出模糊集Fs / QCA作为一种可以捕获复杂因果关系现象的相对新颖的方法，从而增加了赞助文献。