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How can Bridgestone contribute to improve its employee's engagement by using the Olympic Games sponsorship?

Roekens, Gabriel
(2019)

Files

ROEKENS_73791600_2019.pdf
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  • Adobe PDF
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Details

Supervisors
Jupsin Thierry
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion
Abstract
In 2014, Bridgestone, the largest rubber and tyre company, signed an agreement with the International Olympic Committee to become one of the 13 TOP sponsor of the Olympic Games. This sponsorship, that will last until 2024, is at the core of a global marketing strategy. One of the objectives of that strategy is to use the Olympic partnership to improve the employees' engagement for the company. In this thesis, written as part of my Master Degree in Management, we set up the theoretical framework around employee engagement, seek insights through a qualitative study amongst employees and finally give insights and recommendations on how the company Bridgestone can use the sponsorship to strengthen employee's engagement and make Bridgestone a great place to work.