Case | HBS Case Collection | June 1999 (Revised August 2004)

Friendly Fenway Program, The: The Value of Experience Enhancement

by Stephen A. Greyser

Abstract

The marketing head of the Boston Red Sox is reviewing the team's "Friendly Fenway" fan satisfaction program. The program is described in the context of the team's on-the-field performance, the ballpark's character, and team marketing and fan-building in general. The revenue implications of increased customer satisfaction are also raised, within the framework of team economics.

Keywords: Customer Satisfaction; Revenue; Framework; Management; Marketing Reference Programs; Performance; Boston;

Citation:

Greyser, Stephen A. "Friendly Fenway Program, The: The Value of Experience Enhancement." Harvard Business School Case 599-035, June 1999. (Revised August 2004.)