Publications

December 2018
Case

DraftKings and the Future of Fantasy Sports

By: Robert F. Higgins and Julia Kelley

Founded in 2012, DraftKings helped change the fantasy sports landscape by popularizing daily fantasy sports (DFS), or short-term fantasy sports tournaments that offered big cash prizes to winners. The company’s valuation exceeded $1 billion by 2015, but DraftKings soon... View Details

Fall 2013
Article

Using Open Innovation to Identify the Best Ideas

By: Andrew King and Karim R. Lakhani

Which parts of your innovation processes should you open up to the wider world? To reap the benefits of open innovation, executives must understand what to open, how to open it, and how to manage the resulting problems. According to authors Andrew King of Dartmouth... View Details

Keywords: Collaborative Innovation and Invention

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July 2008 (Revised September 2010)
Case

Sony Ericsson WTA Tour (A)

By: Jay W. Lorsch and Kaitlyn Simpson

Larry Scott, the new CEO of the Women's Tennis Association, arrives amidst turmoil. Players and tournaments clash over opposing interests. As a result, the board members who represent them are equally divided and feel conflicted about their role. They aren't sure how... View Details

Keywords: Corporate Governance; Governing and Advisory Boards; Leadership; Business and Stakeholder Relations; Conflict of Interests; Cooperation; Sports Industry

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October 2010
Case

Dubai Duty Free

By: Rajiv Lal and David Kiron

In mid-February 2009, Dubai Duty Free Managing Director Colm McLoughlin received the January sales report. He left the report lying on his desk unopened and went to walk around the shops as he did every morning. When he returned, he sat down at his desk, looked at the... View Details

Keywords: Customer Focus and Relationships; Marketing Strategy; Emerging Markets; Value Creation; Retail Industry; Dubai

May 2007 (Revised March 2010)
Case

Maria Sharapova: Marketing a Champion (A)

By: Anita Elberse and Margarita Golod

In July 2004, a then 17-year-old Maria Sharapova won Wimbledon, arguably the most prestigious tennis tournament in the world. Max Eisenbud, Sharapova's agent at International Management Group (IMG), knew the championship would lead to a flood of new opportunities. What... View Details

Keywords: Marketing Strategy; Advertising; Gender; Product Marketing; Sports Industry

04 Dec 2013
News

Crowdsourcing: Why many heads are better than one

February 2017 (Revised September 2017)
Case

Bringing Digital to Wimbledon

By: John T. Gourville and David Arnold

It was mid-December 2016 as Alexandra (Alex) Willis read with satisfaction that The All England Lawn Tennis & Croquet Club (AELTC) had won yet another award for its use of social media to reach its fan base. As the organizer and host of “The Championships, Wimbledon,”... View Details

Keywords: Wimbledon; London; Digital; Marketing; Marketing Communications; Online Technology

2016
Working Paper

More Effective Sports Sponsorship—Combining and Integrating Key Resources and Capabilities of International Sports Events and Their Major Sponsors

By: Ragnar Lund and Stephen A. Greyser

Organizations in the field of sports are becoming increasingly dependent on sponsors for their value creation and growth. Studies suggest that sports organizations (rights-holders) often fail to exploit the full potential of such sponsorship partnerships. The aim of... View Details

Keywords: Sponsorship; ＂Sports Organizations,; Case Study; Europe; Business Relationships; Collaborative Marketing; Value Co-creation; Relationship Portfolio Management; Value Creation; Cases; Marketing; Sports; Sports Industry; Europe