Sport continues to occupy a rather ambiguous position within the context of politics, foreign policy and diplomatic relations. While one can identify a long list of cases where sport has been credited with diverting conflict, contributing to peace negotiations and helping develop better cultural...

This study examines the strategies used, and the challenges faced, by global sport company adidas as it established a major sponsorship deal with the New Zealand Rugby Football Union. In particular the study focuses on how adidas 'localised' into the New Zealand market, how they used the All...

The message to international marketers has long been “think global, act local”, but the complexity of the issue has rarely been explored empirically. This analysis examines the notion of disjuncture herein defined as points of ambiguity, incongruity and conf lict that emerge when global...