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

  • Cobbs, Joe
  • McKelvey, Stephen
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    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.

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    File URL: http://www.sciencedirect.com/science/article/pii/S1441352309000473
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    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 12 (2009)
    Issue (Month): 3 (August)
    Pages: 193-198

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    Handle: RePEc:eee:spomar:v:12:y:2009:i:3:p:193-198
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    1. 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, University of Chicago Press, vol. 18(2), pages 185-93, September.
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