What is the Corporate Sponsorship Program?
The international business world is dynamic and complex. In addition to
issues relating to globalisation, we are in the midst of a digital
revolution that is dramatically changing how businesses advertise and
market products to consumers.
To successfully grow their brands, marketers need to understand how
these changes effect their industry. They need to access new knowledge
and apply the findings to their everyday activities.
The Ehrenberg-Bass Institute’s Corporate Sponsorship Program guides
corporations to embrace these changes. The Corporate Sponsorship
Program is a unique R&D initiative that builds fundamental knowledge
about buyer behaviour and brand performance, the sort of useful
principles that are missing from marketing textbooks.
Leading companies make a budget contribution to the program which is
amalgamated into a multi-million dollar program of R&D.
No single company could have a research budget large enough to cover the
wide range of issues we investigate.
The program allows companies to learn directly about new discoveries as
they happen. It provides scientific knowledge and data that is current,
applicable to industry and that companies are unable to source
elsewhere.
These discoveries, this new knowledge about marketing and buyer
behaviour, can be of everyday use to clients as they set marketing
objectives and formulate and implement strategies.