کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
141050 162804 2009 6 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The practice of brand extension through licensing: The Spalding Challenge: Teaching note and overview for use in class
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار، مدیریت و حسابداری (عمومی)
پیش نمایش صفحه اول مقاله
The practice of brand extension through licensing: The Spalding Challenge: Teaching note and overview for use in class
چکیده انگلیسی

This teaching note presents instructors with several avenues for incorporating the case study, “The Practice of Brand Extension through Licensing: The Spalding Challenge,” into their classrooms. By proposing classroom demonstrations and exercises based on the authors’ experience as well as selected readings that correspond directly to the theoretical applications of brand equity, brand extensions and licensing strategy, and stakeholder analysis, the case note provides the foundation for achieving comprehensive learning outcomes. In addition, the note concludes by outlining what steps Spalding actually took to address the licensing dilemma presented in the case, thereby offering the instructor a finishing tool with which to illustrate the practical application of the concepts presented.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Sport Management Review - Volume 12, Issue 3, August 2009, Pages 193–198
نویسندگان
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