Case | HBS Case Collection | April 1990 (Revised March 1992)

Oakland A's: Baseball's Great Transformation

by Leonard A. Schlesinger


The Oakland A's baseball team underwent a major turnaround during the 1980s, both on the field and in the business office. One of the most significant improvements came in the area of customer service. The A's management believed that if they took care of their fans, they would remain loyal through winning and losing seasons.

Keywords: Transformation; Customer Focus and Relationships; Sports; Sports Industry; California;


Schlesinger, Leonard A. "Oakland A's: Baseball's Great Transformation." Harvard Business School Case 690-088, April 1990. (Revised March 1992.)