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Prize winner
Case
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Reference no. 9-504-063
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Jose Luis Nueno (IESE Business School); Carin-Isabel Knoop (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2004
Version: 18 May 2017
Revision date: 27-Jul-2017
Length: 25 pages
Data source: Field research
Topics: Brand management; Business expansion; Change management; Globalization; Management; Marketing channels; Marketing strategy; Risk management; Teams
Share a link: https://casecent.re/p/38981
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Abstract

In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world's top soccer clubs. In his campaign, Perez had promised to turn around the club's finances, bring in world-class talent, and expand the club's brand around the world through multiple channels. As re-election looms four years later, his management team reflects on initiatives to date and challenges ahead as described in the case. Also describes the soccer industry and the trends transforming it.
Location:
Spain
Industry:
Professional sports industry
Size:
EUR233 million, 850 employees
Other setting(s):
2004
Teaching note
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Reference no. 5-505-014
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2004
Version: 18 May 2017
Revision date: 31-Jul-2017
Length: 8 pages
Data source: Field research
Notes: Customers will need to be registered on the Harvard Business Publishing website in order to view the videos
View full details
Case
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Reference no. 9-523-S06
Spanish language
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Jose Luis Nueno (IESE Business School); Carin-Isabel Knoop (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2022
Version: 18 May 2017
Length: 26 pages
Data source: Published sources
Topics: Brand management; Business expansion; Change management; Globalization; Management; Marketing channels; Marketing strategy; Risk management; Teams
View full details
Supplementary software
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Reference no. XLS212
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Jose Luis Nueno (IESE Business School); Carin-Isabel Knoop (Harvard Business School)
Published by: Harvard Business Publishing
Published in: 2011
Format: .xls
Data source: Field research
Topics: Marketing strategy; Globalization; Brand management; Brands
View full details

About

Abstract

In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world's top soccer clubs. In his campaign, Perez had promised to turn around the club's finances, bring in world-class talent, and expand the club's brand around the world through multiple channels. As re-election looms four years later, his management team reflects on initiatives to date and challenges ahead as described in the case. Also describes the soccer industry and the trends transforming it.

Settings

Location:
Spain
Industry:
Professional sports industry
Size:
EUR233 million, 850 employees
Other setting(s):
2004

Related

Teaching note
-
Reference no. 5-505-014
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2004
Version: 18 May 2017
Revision date: 31-Jul-2017
Length: 8 pages
Data source: Field research
Notes: Customers will need to be registered on the Harvard Business Publishing website in order to view the videos
View full details
Case
-
Reference no. 9-523-S06
Spanish language
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Jose Luis Nueno (IESE Business School); Carin-Isabel Knoop (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2022
Version: 18 May 2017
Length: 26 pages
Data source: Published sources
Topics: Brand management; Business expansion; Change management; Globalization; Management; Marketing channels; Marketing strategy; Risk management; Teams
View full details
Supplementary software
-
Reference no. XLS212
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Jose Luis Nueno (IESE Business School); Carin-Isabel Knoop (Harvard Business School)
Published by: Harvard Business Publishing
Published in: 2011
Format: .xls
Data source: Field research
Topics: Marketing strategy; Globalization; Brand management; Brands
View full details
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