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The practice of brand extension through licensing: The Spalding Challenge

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  • Joe Cobbs
  • Stephen McKelvey

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

  • Joe Cobbs & Stephen McKelvey, 2009. "The practice of brand extension through licensing: The Spalding Challenge," Sport Management Review, Taylor & Francis Journals, vol. 12(3), pages 193-198, July.
    • Handle: RePEc:taf:rsmrxx:v:12:y:2009:i:3:p:193-198
    DOI: 10.1016/j.smr.2009.04.003
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    Cited by:

    1. Silvio Cardinali & Meri Travaglini & Marta Giovannetti, 2019. "Increasing Brand Orientation and Brand Capabilities Using Licensing: an Opportunity for SMEs in International Markets," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 10(4), pages 1808-1830, December.

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