Differentiation-fit Strategy——A Multi-Case Study Based on Three Sponsors of the London 2012Olympic Games

Based on the literature review, the theoretical framework of the differentiation-fit strategy is developed.Then, using a standardized case study method, including field interviews, secondary data collection, data coding, research and analysis, this paper systemically studies the differentiation-fit practices of Three Sponsors of 2012Olympic Games.The conclusion of the differentiation-fit strategy theory is drawn:1) building differentiation-fit point, included ensuring a distinct different objective, and selecting a different point about fit project;2) using sponsorship leveraging of differentiation-fit, included drafting endorser-mix tactics, and setting up interaction-congruence activities of customer involvement.