Publications

January 2025
Case

Thomas Müller: Mr. Bayern Munich

By: Boris Groysberg, Sascha L. Schmidt, Alexander Liebhart and Sarah Abbott

In 2024, FC Bayern Munich superstar Thomas Müller announced his retirement from German national football. His contract with Bayern Munich runs through the end of the 2024-25 season. In 2025, Müller reflects on his long career in football, on the skills that have driven... View Details

Keywords: Soccer; Football; Data Science And Analytics Management; Germany; Bundesliga; Sports Data; ＂Sports Organizations,; Career Changes And Transitions; Career Management; Retirement Transition; Skills Development; Sports; Analysis; Competency and Skills; Decision Making; Performance; Sports Industry; Germany

22 Sep 2014

MBA2U Munich

Meet HBS alumni and staff at this event brought to you by The MBA Tour and MBA2U initiative. The event will feature top MBA programs in the United States and Europe. View Details

December 2018
Teaching Note

Bayern Munich in China

By: Karim Lakhani and Sascha L. Schmidt

Teaching Note for HBS No. 617-025. View Details

Keywords: Market Entry; Football; Soccer; Bundesliga; Digital Technology; Sports; Global Strategy; Market Entry and Exit; Online Technology; Sports Industry; Germany; China

28 Jun 2022

Information Session in Munich

Join us for an in-person information session about the Harvard Business School MBA Program. This event is designed for prospective applicants to learn more about the MBA Program and life at HBS. The event will include an admissions presentation and the opportunity to... View Details

26 Jun 2024

HBS Information Session in Munich

Join us for an in-person information session about the Harvard Business School MBA Program. This event is designed for prospective applicants to learn more about the MBA Program and life at HBS. The event will include an admissions presentation and time for Q&A.... View Details

17 Sep 2013

General Outreach Event in Munich

This event is for prospective students to learn more about the MBA program at Harvard Business School. It will take place from 7:00-9:00pm. Please review the MBA Program and MBA Admissions presentations in advance and come with questions. Registration is required. View Details

05 Jun 2023

HBS Information Session in Munich

Join us for an in-person information session about the Harvard Business School MBA Program. This event is designed for prospective applicants to learn more about the MBA Program and life at HBS. The event will include an admissions presentation and the opportunity to... View Details

December 2013 (Revised October 2014)
Case

The Munich Oktoberfest: From Local Tradition to Global Capitalism

By: Juan Alcacer, Christian Bettinger and Andreas Philippi

Oktoberfest, an annual festival held in Munich (Germany) for more than 200 years, has grown in recent decades into a hugely popular event that attracts 7 million visitors annually, a large proportion of which are foreign. In fact, Oktoberfest's global appeal is so... View Details

Keywords: Value Creation; Product Positioning; Marketing Channels; Global Strategy; Food and Beverage Industry; Ohio; Munich; Brazil; Bangalore; Beijing

12 Sep 2019

Munich MBA2U MBA & Business Master's Conference

Meet HBS alumni and Admissions staff at the MBA2U MBA & Business Master's Conference brought to you by The MBA Tour. View Details

06 Oct 2016
Cold Call Podcast

The Munich Oktoberfest: From Local Tradition to Global Capitalism

Keywords: Re: Juan Alcacer; Tourism

Oct 06 2016
Interview

Oktoberfest: From Local Tradition to Global Capitalism

February 2014 (Revised September 2014)
Teaching Note

The Munich Oktoberfest: From Local Tradition to Global Capitalism

By: Juan Alcacer

Awards

Technische Universita¨t Mu¨nchen. Doctorate, Honoris Causa

By: Josh Lerner

Awarded a Doctorate Honoris Causa from the Technical University of Munich in 2009. View Details

June 1996
Case

Siemens Corporation (B): Corporate Advertising for 1996

By: Stephen A. Greyser and Norman Klein

Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results of key surveys that address audience awareness. Also includes other relevant activities to support Siemens USA's... View Details

Keywords: Advertising Campaigns; Learning; Balanced Scorecard; Operations; Outcome or Result; Advertising Industry