Sport Management Faculty Papers
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Southern New Hampshire University’s Sport Management department prepares students for successful employment in the dynamic sport industry.
- ItemThe Reebok Core Board : analysis of a global sport product(Southern New Hampshire University, 2007-10) Hecox, Mark G.The complexity of developing and successfully launching a global sport product can be overwhelming to international sport business managers who lack a global product & marketing perspective and understanding. It is the goal of this analysis to investigate the development and evolution of a global sport product, the Reebok Core Board, using the contingency theory conceptual framework by examining product and situational factors that led to key challenges faced by Reebok when developing and launching a “global sport product”. There is a detailed assessment of major internal and external conditions shaping outcomes when the Reebok Core Board was launched in the global fitness market. The author endeavors to provide future international product and marketing managers with useful insights and strategic perspective when faced with managing international complexity. Areas of examination for the international business professional include; sport product development, sport marketing, international sport business, alliances, sport consumer research and strategic planning. This historical analysis case study utilizes multiple sources of data including executive interviews, non-confidential marketing plans and secondary resources.
- ItemStrategic alliances in the sport industry : a case review of Reebok International and the NFL(Fitness Information Technology, 2007-03) Hecox, Mark G.Leading sport businesses are recognizing the potential for added value by developing a strategic alliance strategy that enables them to access new resources, share risk and tactically manage key alliances to gain competitive advantage. Through strategic alliance partnerships, sport firms may be more effectively accessing and commercializing new technologies, developing sport products and services, creating and distributing media, enhancing sales and marketing activities, deploying customer service and expanding internationally. Additionally, there are also pitfalls that need to be recognized and proactively managed before, during and after the strategic alliance's life. A relevant case study in the sport industry is the strategic alliance developed between Reebok International and the National Football League (NFL). This strategic alliance was established in 2001 to re-engineer and further develop the NFL branded licensed apparel business. The analysis of this case examines the strategic intent behind the formation of the alliance, key challenges faced by both organizations in the development and management of the alliance, benefits derived, and other issues related to the formation and active management of a strategic alliance in the sport industry.