Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 29 July 2004
Length: 12 pages
Data source: Field research
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Abstract
A ''slice of life'' depiction of the range of issues and activities experienced by Frank Burke (HBS MBA 1987), the president of a minor league baseball team (the Chattanooga Lookouts). Raises questions of the applicability of MBA skills in this role and the ''quotient of contentment'' an HBS MBA can have in this situation. The similarities and differences of minor league versus major league operations are an important analytic component. Among the specific issues Burke confronts are finding additional revenue streams, considering ticket price increases, and the pros and cons of a new stadium. The teaching purpose is to help students understand the significant differences between running a minor league franchise and a major league one beyond size alone. This case reflects an entrepreneurial management perspective as well as marketing and general management perspectives.
About
Abstract
A ''slice of life'' depiction of the range of issues and activities experienced by Frank Burke (HBS MBA 1987), the president of a minor league baseball team (the Chattanooga Lookouts). Raises questions of the applicability of MBA skills in this role and the ''quotient of contentment'' an HBS MBA can have in this situation. The similarities and differences of minor league versus major league operations are an important analytic component. Among the specific issues Burke confronts are finding additional revenue streams, considering ticket price increases, and the pros and cons of a new stadium. The teaching purpose is to help students understand the significant differences between running a minor league franchise and a major league one beyond size alone. This case reflects an entrepreneurial management perspective as well as marketing and general management perspectives.