03069nam a22004811i 4500 000706610 CaToSAGE 20240202172226.0 20230109140345.7 m o d cr un||||||||| 230109s2021 enk fo 000 0 eng d NEZPRACOVANÝ IMPORT 9781529608502 : No price (ebook) (OCoLC)1362529621 CaToSAGE eng rda pn CaToSAGE UtOrBLW GV713 .D35 2021 796.069 Dalal, Keegan, author. One nation, two teams : repositioning the Toronto Blue Jays among the threat of a new entrant / Keegan Dalal, Lindee Declercq, Megan C. Piché, Craig G. Hyatt, and Michael L. Naraine. London : Human Kinetics, Inc, 2021. 1 online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE business cases This fictional case deals with the Toronto Blue Jays' response to the Montreal Expos rejoining Major League Baseball (MLB). The Jays' president is informed midway through the season that Montreal will be receiving a team through expansion or relocation. The Expos returning to MLB poses many threats and opportunities for the Toronto Blue Jays. As a result, the Blue Jays must consider the issue of national identity, which their brand has been strategically positioned around. The Jays are transitioning from being Canada's only team to sharing the market with the Expos. Nevertheless, the Expos' return to MLB provides the Blue Jays with an opportunity to explore new marketing strategies. Students are tasked with repositioning the Blue Jays' marketing strategy in response to the Expos.The case highlights reoccurring themes such as national identity, retro marketing, and rivalry; the two latter concepts are relatively new sport marketing research areas. The intention is to familiarize students with these new marketing concepts and their role in marketing and consumer behavior. The case questions will guide the students through a typical marketing plan process, giving them opportunities to think critically and justify their decisions before developing a campaign and promotions.brand management, national identity, nostalgia, rivalry, sport marketing. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Sports teams Management Case studies. Branding (Marketing) Case studies. Declercq, Lindee, author. Piché, Megan C., author. Hyatt, Craig G., author. Naraine, Michael L., 1987- author. SAGE business cases. SAGE Knowledge https://sk.sagepub.com/cases/one-nation-two-teams-repositioning-toronto-blue-jays-new-entrant Plný text SBC EB NEPOSILAT EB