Madrid 2012 project evaluation under a market perspective: An exploration of possibilities and opportunities for improvement

• Main Authors: RICARDO GIMENO NOGUÉS, RUTH MATEOS DE CABO
• Format: Article
• Language: English
• Published: Universidad del País Vasco (UPV/EHU) 2004-12-01
• Series: Management Letters/Cuadernos de Gestión
• Subjects: Olympic Games; Madrid 2012; Market orientation; City Marketing
• Online Access: http://www.ehu.es/cuadernosdegestion/revista/index.php/en/published-issues?y=2004&v=4&n=2&o=6

Madrid has never been so close to the organization of the Olympic Games since April 24, 1966 when Madrid lose against Munich to organize the Olympic Games of 1972. When organizing the Olympic Games, it is necessary to bear in mind not only infrastructures and sport venues, but also the opportunity for improving the quality of life and the community image abroad. In the present work, the Madrid Olympic Project presented to the Olympic International Committee in order to be elected to host the 2012 Summer Olympic Games is evaluated using a market orientation that takes into account the citizens” long term social welfare.