search query: @author Jackson, M. / total: 17
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| Author: | Jackson, M. |
| Title: | Bringing a Dying Brand Back to Life |
| Journal: | Harvard Business Review
2001 : MAY, VOL. 79:5, p. 53-62 |
| Index terms: | BRANDS CASE STUDIES MARKETING |
| Language: | eng |
| Abstract: | This paper tells that in 1992 the Harlem Globetrotters were headed toward extinction, but the author 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. The author 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. It was not easy, but by focusing on providing quality basketball, forging good business relationships, and insisting on accountability in the business, the author helped the Globetrotters dramatically increase revenue, profit, and attendance. |
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