Reviving the Flame

Based on these information, it can be said that most immediate leverage are event-led, since they target
instant spending. Similarly, long-term leverage can be depicted as event-themed project in that they are
focusing on the destination’s future. However, Smith’s categorisations are more suitable to this research,
given that Chalip’s long-term leverage solely focuses on image and marketing.
Additionally, leveraging can be associated with various topics, such as economic and business (O'Brien,
2006), or social and environmental (Chalip, 2006). Economy is mostly tied to event-led project, while social
and environmental matters usually fall into event-themed. Though, they are not explicitly bond to one
classification or the other.
As depicted above, the IOC, OCOG, and NOCs exploit the term legacy to counter negative opinion of the
Games; implying that the OG’s positive outcomes will outweigh negative ones. However, the concept of
legacy remains unclear and studies related to this field do not provide suitable information to improve
SMEs’ planning and management. Authors like Chalip (2006), Smith (2014), or O’Brien (2006) have studied
a different approach by proposing to emphasize the importance of leverages. However, actual researches
focus too much on economic aspect from an ex post perspective, which prevent the data collection of
actions taken upstream to foster legacies. Thus, analysing legacies and what strategies allowed to achieve
them is even more challenging.
3.1. Research Goal & Question
The above review offers a good emphasize on the complexity of the Olympic Games and their
organisation. Throughout history, the expansion of the Games came with economic, and ecological
concerns. While the prime purpose of the Olympiad was to bring peace, it grew into an institution willing
to promote sport, cultural and environmental welfare. Although their goals are honourable, the OG have
both bright and dark sides, which lead two parties to oppose each other: the coalition of beneficiaries who
support the Games for the opportunities they provide, the potential to develop cities, attract investors,
improve the destination’s image, include minorities, etc.; and the opponents who want to avoid cost
overrun, environmental damages, white elephants, overcrowding, etc.
Conscious of this eternal debate and the existing risks and issues, the IOC decided to provide future host
cities with the Agenda 20 20 to improve the OG and their image worldwide. They find legacy to be a critical
point for host cities to benefit from the Games on the long term. Although legacy is hard to define, it
encourages organisers to see them as seed capital that must be grown into desired outcomes and target
long term, positive heritage, with further opportunities.
Literature Review 11