個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
The Ultimate Fighting Championship and Cultural Viability
內容大綱
The Ultimate Fighting Championship (UFC) is an American mixed martial arts (MMA) company based in Las Vegas, Nevada. The UFC is controlled by its parent company, Zuffa LLC, which is owned by Frank and Lorenzo Fertitta and Dana White. The UFC has seen a great deal of success since its purchase from its founders in 2001 for $2 million. The owners have made MMA a highly marketable product in terms of live event ticket sales, at-home pay-per-view purchases, and general popularity among their key demographic: men aged 18 to 34. However, this success has mainly occurred within the United States and Lorenzo, current UFC chief executive officer, wants to expand the organization’s reach across the globe. The UFC has held several successful international events in countries that are fairly culturally comparable to the United States (the United Kingdom, Germany, and Canada), and Lorenzo must decide if the organization can be culturally viable in several new international markets — specifically, China, India, and South Korea.
學習目標
This case has been designed for use in international business, organizational behaviour, strategic management, business and society, leadership, and marketing to address the difficulty inherent in determining if a potential market (here, an international location) will be a cultural fit for a product or service. The case also covers competitive advantage; strategic development; analyzing the external environment; government regulation; the impact a leader has on organizational expansion; and brand development and management.