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Reference no. 9-516-031
Subject category: Marketing
Published by:
Harvard Business Publishing (2017)
10 June 2017
Revision date:
27 pages
Data source:
Field research


In June 2015, FC Barcelona president Josep Bartomeu sees his team lift the UEFA Champions League trophy, completing an impressive trophy haul in the 2014-2015 season. Unique for a club of its caliber, five of the starting eleven are products of FC Barcelona's youth academy, La Masia. Yet none of the trophies and accolades guarantee future success. Bartomeu faces pressing questions about the club's business model-and in particular about the tensions between local and global activities-as well as decisions about the ongoing investment in the youth academy, funding for the club's Foundation and other sports, and its relatively low ticket prices. How could Bar a continue to win on and off the field in the increasingly competitive and global world of European football, while still protecting its local focus and traditions?


Competitive advantage; General management; Marketing; Marketing strategy; Nonprofit organizations; Strategy; Talent management
50-500 million
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