Over the past decade, sponsorship has been the fastest growing form of marketing, with over $6.8 billion spent on sponsorship in 1998 (International Events Group, 1998). Sponsorship has been defined as (Pope, 1998):

The provision of resources (e.g., money, people, equipment) by an organization (the sponsor) directly to an individual, authority or body (the sponsee), to enable the latter to pursue some activity in return for benefits contemplated in terms of the sponsor's promotion strategy, and which can be expressed in terms of corporate, marketing, or media objectives.

Three categories of sponsorship objectives have been identified by Sandler and Shani (1993), including: 1) broad corporate objectives (image based), 2) marketing objectives (brand promotion, sales increase), and 3) media objectives (cost effectiveness, reaching target markets). The ability to specifically target markets is also an important function of sponsorship (Jensen, 1994).

The benefits of sponsorship most often cited are awareness and image building of the brand, product, and company (Cornwell, 1995). Among other benefits are that sponsorship can improve the impact and memorability of the marketing message, enhance the relevance of the brand to the target market, generate the desire to purchase the brand to "reward" the sponsor and heighten the loyalty of those working for and with the company (Kate, 1995).

Sponsorships allow companies to distinguish themselves from the vast field of competitors prevalent in other forms of advertising (Oneal, Finch, Hamilton & Hammonds, 1987). Advertisers also find they can get more "bang for their buck" by sponsoring an event itself rather than paying for 30 seconds of ad time during the event.

The extent to which sponsorship imparts a feeling of goodwill toward the company depends in part on the nature of the event. According to a survey by John Hancock Financial Services, local events made the respondents think more favorably of the sponsors than national events. Sports events are considered most appealing, with cultural events far behind (Kate, 1995).

Sponsorship has a long-term effect, based on accumulated biases over time. The residual effect of sponsorship may last for many years, instilling a predisposition in people to buy the product (Kate, 1995). The benefits of advertising or displaying signage at sporting events accrue as the brand becomes associated with a sport, and the association in people's minds often continues even after the sponsorship ends. Multiple advertising and signage locations at a particular event (three or four) are optimal for higher recall and recognition of sponsors, particularly for televised sport stadium situations (Pope & Voges, 1997).

The success of sponsorship programs may be difficult to fully assess. They are often evaluated by measuring impact in three ways (IEG, 1998):
1) Measuring awareness or attitude changes
2) Quantifying the effects in terms of sales results; and
3) Comparing the value of sponsorship-generated media coverage to the cost of equivalent advertising space or time.

Awareness or attitude changes are usually assessed using surveys, but changes in the image of a product or brand are not always quantifiable. The sales impact can be more readily tracked through sponsorship-specific promotions, such as coupons and special offers tied directly to an event. The amount of media exposure and equivalent cost of advertising is also fairly easy to measure (Kate, 1995).

Social rules and behaviour

Indirectness - The British, in particular the English, are renowned for their politeness and courtesy. This is a key element of British culture and is a fundamental aspect of British communication style. When doing business in the you generally find that direct questions often receive evasive responses and conversations may be ambiguous and full of subtleties. Consequently, it is important to pay attention to tone of voice and facial expression, as this may be an indication of what is really meant

'Stiff upper lip' - This is a term often used to describe the traditionally British portrayal of reserve and restraint when faced with difficult situations. In British culture open displays of emotion, positive or negative are rare and should be avoided. During meetings, this means your British colleagues will approach business with an air of formality and detachment.

Humour - A vital element in all aspects of British life and culture is the renowned British sense of humour. The importance of humour in all situations, including business contexts, cannot be overestimated. Humour is frequently used as a defence mechanism, often in the form of self-depreciation or irony. It can be highly implicit and in this sense is related to the British indirect communication style.

The is renowned for its colourful history and strong sense of tradition that has been shaped by a colonial empire, both civil and European wars and an constitutional monarchy. The fourth largest trading nation, the is fast becoming Europe 's leading business centre. Supported by a long-established system of government and economic stability, the is an attractive base for overseas business, offering skills in areas such as research, development and technology. However, in order to operate successfully in the business environment, there are a number of important issues to take into consideration both before and during your time there.

Business practices

Titles, including honorary or hereditary titles and last names are used in formal situations or to show respect. Young people and friends are called by their first name. A handshake is the most common form of greeting for both men and women. When people are already acquainted, verbal greetings are used instead.

Good manners are very important to the English. They often find Americans to be too casual, particularly with the English language. Doors are held open for women. The English are reserved people and as a rule disapprove of loud or demonstrative behaviour (except in very informal situations). While the English find Americans "friendly," they do take offence at early familiarity. Personal space is important and people can feel uncomfortable if someone stands too close to them. Touching is generally avoided.

An important aspect of British society is the class system, which, unlike in , is not strictly limited to wealth or education. It is generally not discussed, but is carefully observed and affects daily life.

The terms "British" and "English" should not be used interchangeably. The includes , , and . is comprised of the , and only. Thus, "British" refers to the citizens of and "English" refers to natives of .

Punctuality and courtesy are the most important aspects of British business etiquette. They tend to be punctual, and meetings generally follow the Anglo-Saxon norm, with brief chit-chat swiftly followed by a focused, action-oriented discussion. Prompt acknowledgment of the receipt of a letter is expected. British executives are more likely to use letters and fax than the telephone for business communications.

In business meetings, small talk or icebreakers are not necessary. The meeting can proceed quickly from introductions to the business at hand. Exchanging gifts is not common in business situations

The strongest relationships are forged after work—be that in a pub or at an informal evening meal. The line between work and private life is not as clearly delineated as in , and the British tend to socialise with colleagues quite regularly. Drunken behaviour on a Friday evening will be laughed off the following Monday, and in some cases is quite the norm.

Une enquête, réalisée pour TNS-Sofres pour l’usine nouvelle en 2003, révèle une certaine insatisfaction de la part d’une majorité de dirigeants d’entreprises industrielles face au recrutement des jeunes diplômés.

Question : En ce qui concerne les écoles de commerces, estimez-vous que :

Près de la moitié des responsables du recrutement estiment d’une part que l’enseignement n’est pas adapté aux besoins de leurs entreprises et d’autre part que les jeunes diplômés ne sont pas rapidement opérationnels.

Quelles en sont les causes ?

Premièrement, pour établir leur sélection, les recruteurs apprécient une école à la valeur de sa notoriété (19%) et, plus étonnant, à sa proximité géographique avec l’entreprise (19%). Les nouvelles écoles de commerce, fondées la plupart du temps par des professionnels afin de répondre stratégiquement aux nouveaux besoins du marché, n’ont encore qu’une faible renommée. Pourtant, c’est ce genre d’école qui, à l’heure actuelle fourni le vivier le plus important de jeunes talents. De plus en plus de recruteurs internationaux font confiance aux écoles dites de « double compétence ». Ces écoles, comme la Douai Business School, forment aux  métiers commerciaux et marketing des étudiants ayants déjà un bagage technique. Cette double compétence est un atout indéniable puisque le jeune diplômé à déjà une forte connaissance du milieu industriel conjugué avec un réel esprit commercial.

Deuxièmement, il y a une fuite vers l’étranger des jeunes commerciaux et agents marketing. Même si la rémunération n’est pas un critère décisif pour un jeune rempli d’ambition, l’indemnité pour un stage en France est parfois dérisoire et ne couvre même pas les frais de déplacement. Les plus talentueux irons donc tenter leur chance à l’étranger. Il suffit de jeter un œil sur les job boards anglais pour comprendre : les salaires vont en majorité de £200 à £500 par semaine ce qui représente environ 2000€ par mois. De plus, les responsabilités et la liberté d’action accordées aux stagiaires dans les pays anglo-saxons sont amplement plus valorisantes et motivantes.

Reste aux dirigeants français de se donner les moyens lors de leur campagne de recrutement et ne pas hésiter à sortir des sentiers battus pour dénicher la perle rare.