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ArtikelBringing A Dying Brand Back to Life  
Oleh: Jackson, Mannie
Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 79 no. 5 (2001), page 53-62.
Topik: DYING; brand equity; brand management; brands; change management; marketing strategy; organizational change; sports
Ketersediaan
  • Perpustakaan Pusat (Semanggi)
    • Nomor Panggil: HH10.16
    • Non-tandon: 1 (dapat dipinjam: 0)
    • Tandon: tidak ada
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Isi artikelIn 1992, the Harlem Globetrotters were headed toward extinction, but Honeywell executive and former Globetrotter Mannie Jackson believed the brand still had value after 75 years in the public eye. He bought the organization in order to translate this widespread brand recognition into financial results. Jackson describes how he took over the Globetrotters in August 1993, intending to fold the team and replace it with an organization that would sell Globetrotters merchandise. But those plans changed when he met with the team for the first time and looked into the eyes of some of the great ones from the Globetrotters' past. Instead of shutting things down for good, Jackson started preaching to the squad about building a competitive team, about the team being well known for its contributions to charities, about the players working more with kids, and about rebuilding the quality of the organization. The players believed - and slowly but surely, audiences and arena managers did, too. By focusing on providing quality basketball, forging good business relationships, and insisting on accountability in the business, Jackson helped the Globetrotters dramatically increase revenue, profit, and attendance.
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