This paper examines the different combinations of the dimensions of strategic orientation at the business unit manager?s level of analysis. It is argued that some of these dimensions are dominant and that certain patterns of these dimensions associate closely with strong business performance....

With worldwide sponsorship spending now exceeding US$33 billion, it is essential that sponsorship investments be carefully managed to ensure their effectiveness. In the Australian FMCG industry,sponsorship leveraged packaging (SLP) is widely used to communicate sponsorship arrangements to...