IDEAS home Printed from https://ideas.repec.org/a/eee/spomar/v12y2009i3p193-198.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1441352309000473
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kenan Arifoğlu & Christopher S. Tang, 2023. "Luxury brand licensing: Competition and reference group effects," Production and Operations Management, Production and Operations Management Society, vol. 32(10), pages 3227-3245, October.
    2. Un-Kon Lee, 2021. "The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists," SAGE Open, , vol. 11(1), pages 21582440209, January.
    3. Nohe, Max, 2024. "Retail disruptions and their impact on suppliers in the grocery sector," Other publications TiSEM 2216cd14-a5de-4a9d-bd0d-5, Tilburg University, School of Economics and Management.
    4. Bong-Goon Seo & Do-Hyung Park, 2020. "The Effective Type of Information Categorization in Online Curation Service Depending on Psychological Ownership," Sustainability, MDPI, vol. 12(8), pages 1-13, April.
    5. Sandra J. Milberg, 2001. "Positive Feedback Effects Of Brand Extensions: Expanding Brand Meaning And The Range Of Extendibility," Abante, Escuela de Administracion. Pontificia Universidad Católica de Chile., vol. 4(1), pages 3-35.
    6. Dimitriu, Radu & Warlop, Luk, 2022. "Is similarity a constraint for service-to-service brand extensions?," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1019-1041.
    7. Das, Gopal, 2014. "Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 561-569.
    8. Takumi Kato, 2021. "Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 185-198, September.
    9. Kai-Lung Hui, 2004. "Product Variety Under Brand Influence: An Empirical Investigation of Personal Computer Demand," Management Science, INFORMS, vol. 50(5), pages 686-700, May.
    10. Jungju Yu, 2021. "A Model of Brand Architecture Choice: A House of Brands vs. A Branded House," Marketing Science, INFORMS, vol. 40(1), pages 147-167, January.
    11. repec:dau:papers:123456789/2386 is not listed on IDEAS
    12. Graciela Corral de Zubielqui & Howard Harris, 2024. "Why the COVID-19 Crisis Is an Ethical Issue for Business: Evidence from the Australian JobKeeper Initiative," Journal of Business Ethics, Springer, vol. 190(1), pages 123-136, February.
    13. Özge Sýðýrcý & A. Müge Yalçýn, 2010. "Factors Affecting Consumer Evaluations Of Brand Extensions," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 24(1+2), pages 67-90.
    14. Jeffrey R. Parker & Donald R. Lehmann & Kevin Lane Keller & Martin G. Schleicher, 2018. "Building a multi-category brand: when should distant brand extensions be introduced?," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 300-316, March.
    15. Justina Sidlauskiene & Yannick Joye & Vilte Auruskeviciene, 2023. "AI-based chatbots in conversational commerce and their effects on product and price perceptions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
    16. Dawar, Niraj & Lei, Jing, 2009. "Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations," Journal of Business Research, Elsevier, vol. 62(4), pages 509-516, April.
    17. Elise Perrault, 2017. "A ‘Names-and-Faces Approach’ to Stakeholder Identification and Salience: A Matter of Status," Journal of Business Ethics, Springer, vol. 146(1), pages 25-38, November.
    18. Oluyomi A. Osobajo & David Moore, 2017. "Who is Who? Identifying the Different Sub-groups of Secondary Stakeholders within a Community: A Case Study of the Niger Delta Region of Nigeria Communities," International Business Research, Canadian Center of Science and Education, vol. 10(9), pages 188-209, September.
    19. E. Bacchiega & M. Colucci & M. Magnani, 2019. "What goes around, comes around: Reciprocal effects and double-sided moral hazard in the choice of brand licensing," Working Papers wp1136, Dipartimento Scienze Economiche, Universita' di Bologna.
    20. Ralf van der Lans & Bram Van den Bergh & Evelien Dieleman, 2014. "Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit," Marketing Science, INFORMS, vol. 33(4), pages 551-566, July.
    21. Sridhar Moorthy, 2012. "Can Brand Extension Signal Product Quality?," Marketing Science, INFORMS, vol. 31(5), pages 756-770, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:spomar:v:12:y:2009:i:3:p:193-198. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.