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The practice of brand extension through licensing: The Spalding Challenge: Teaching note and overview for use in class

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  • Cobbs, Joe
  • McKelvey, Stephen

Abstract

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.

Suggested Citation

  • Cobbs, Joe & McKelvey, Stephen, 2009. "The practice of brand extension through licensing: The Spalding Challenge: Teaching note and overview for use in class," Sport Management Review, Elsevier, vol. 12(3), pages 193-198, August.
    • Handle: RePEc:eee:spomar:v:12:y:2009:i:3:p:193-198
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    References listed on IDEAS

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    1. Richard A. Wolfe & Daniel S. Putler, 2002. "How Tight Are the Ties that Bind Stakeholder Groups?," Organization Science, INFORMS, vol. 13(1), pages 64-80, February.
    2. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
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