學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Bauer Hockey: Navigating a Sponsorship Crisis
內容大綱
On October 10, 2022, Mary-Kay Messier, vice-president global marketing of Bauer Hockey (Bauer), was faced with a difficult decision on the future of Bauer’s sponsorship of Hockey Canada. Hockey Canada was experiencing widespread fallout from sexual assault allegations and the source of money that Hockey Canada paid in various settlements. Messier was planning to share Bauer’s position with Hockey Canada before publicly announcing the decision on October 11, 2022. Some sponsors had paused their relationships with Hockey Canada, other sponsors had severed their relationships entirely. Canada’s government had also frozen funding for Hockey Canada, citing a loss of confidence in the leadership at Hockey Canada.
學習目標
This case can be used in undergraduate- and graduate-level courses or modules on communication, public relations, reputation management, and social responsibility in sports. Students can achieve the following learning objectives by working through the case, class discussion, assignment questions, and relevant academic material provided:<br><br><ul><li>Analyze the challenges of a company sponsoring a non-profit in reputational crisis.</li><li>Evaluate criteria as a sponsoring organization in making a decision to act, including severity of the transgression, media, and cost.</li><li>Assess potential responses, such as withdraw, remain and negotiate terms, or remain and mitigate, and assess the implications of those responses.</li><li>Create an internal memo and public announcement.</li></ul>