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West Ham United Football Club’s Olympic Stadium Move
內容大綱
West Ham United was an English football (soccer) team that competed to win the right to move its games to the stadium being constructed for the 2012 London Olympics. It secured financial support from the local government and the backing of U.K. athletics. West Ham’s rival bidder, Tottenham Hotspurs, presented a strong business case for the move and required no public support. West Ham, despite this, won the right to move. The case focuses on ensuring acceptance of the move by fans who have an emotional attachment to the old stadium and are displeased that the new stadium’s athletic track adds distance between fans and the field.
學習目標
The aim of this case is to illustrate the power of emotional forces in business decisions. One major issue in the case is to persuade fans that the move is beneficial. The problem arises from a potential disconnect between the club’s economic concerns and the emotional attachment of some fans. This allows for a debate concerning how to manage an experiential product/brand in the face of threats to what is perceived as the core of that product/brand. Marketers seek to build emotional connections with a product/brand, but this leads to problems when fans or customers feel a sense of ownership.