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Selected Case

published: 03 Jan 1997

  • Topic: Marketing
  • Industry: Sport / Entertainment
  • Region: Asia

Abstract:
The case describes the development of a concept for and the launch of a professional soccer league in Japan. Clubs have to be selected, players brought up to international standards, revenue ensured to make soccer compete successfully against baseball and Japan the nation for hosting the World Cup in 2002.

Pedagogical Objectives:
The development of a concept for a complete service product in the sports and entertainment business. Identifying and managing actors (clubs and players), sponsors (companies and communities), and media (TV, advertising agencies) for a successful launch towards the general public of games and associated products.

Keywords:
Marketing of Services, Market Entry, Launch of Services, Positioning, Japan, Professional Football


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