Mark Hellendrung, CEO of Narragansett Brewing Company is whether a partnership with a local television station for the upcoming NHL Winter Classic outdoor hockey game between New England’s Boston Bruins and the Philadelphia Flyers at Fenway Park decide. He had bought the trademark of historic New England-based company, Narragansett beer, four years earlier in 2005. The hockey game offered the company the opportunity to reach millions of potential consumers to put their mark. Hellendrung … Read more »

Mark Hellendrung, CEO of Narragansett Brewing Company is whether a partnership with a local television station for the upcoming NHL Winter Classic outdoor hockey game between New England’s Boston Bruins and the Philadelphia Flyers at Fenway Park decide. He had bought the trademark of historic New England-based company, Narragansett beer, four years earlier in 2005. The hockey game offered the company the opportunity to reach millions of potential consumers to put their mark. Hellendrung was looking for only one of the many local entrepreneurs to take advantage of the marketing opportunity. The case examines whether the investment in a professional sports event represented the right strategy change.
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from
Tom Nicholas
Lindsey Marshall,
Charles Miller
Source: Harvard Business School
16 pages.
Publication Date: Oct 22, 2010. Prod #: 811 028 PDF-ENG
Narragansett Brewing Company HBR case solution

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