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• Chapter | Museum Marketization | 2019

  Integrated Partnerships in Cultural Sponsorship: The Cases of Guggenheim UBS and MFA Boston-Fleet

  Stephen A. Greyser and Ragnar Lund

  This chapter presents and interprets two field-based studies of sponsorship collaborations between major museums and significant financial institutions—a global multi-year partnership between the Guggenheim Foundation and UBS, and the pioneering regional integrated sponsorship program between the Museum of Fine Arts, Boston and the Fleet Bank (subsequently part of Bank of America) for the “Monet in the 20th century” exhibition in 1998. The studies offer insights on the rationale (as well as non-objectives) and implementation of the sponsorships and explore critical elements of resource integration in terms of complementary resource mobilization and internal integration.

  Citation:

  Greyser, Stephen A., and Ragnar Lund. "Integrated Partnerships in Cultural Sponsorship: The Cases of Guggenheim UBS and MFA Boston-Fleet." Chap. 11 in Museum Marketization: Cultural Institutions in the Neoliberal Era, edited by Karin M. Ekström, 188–207. Mastering Management in the Creative and Cultural Industries. Routledge, 2019.  View Details

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• Teaching Note | HBS Case Collection | November 2019

  The Bundesliga in the U.S.

  Stephen A. Greyser, Sascha L. Schmidt and Florian Holzmayer

  This Teaching Note addresses the classroom use of the case on the strategy of Germany’s premier football (soccer) league to “win the marketplace of U.S. sports broadcasters and consumers.” The note includes study questions and a teaching plan that also draws on numerous case exhibits that provide detailed information on revenues, broadcast markets, other international leagues, and the U.S. professional and college sports environment, as well as Bundesliga’s structure, brand vision, and value chain elements.

  Keywords: Media; Sports; Global Strategy; Marketing Strategy; Competitive Strategy; Media and Broadcasting Industry; Sports Industry; United States;

  Citation:

  Greyser, Stephen A., Sascha L. Schmidt, and Florian Holzmayer. "The Bundesliga in the U.S." Harvard Business School Teaching Note 920-305, November 2019.  View Details

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• Chapter | The Sport Business Handbook | 2019

  Commentary: 'Sport Business in the Classroom'

  Stephen A. Greyser

  Citation:

  Greyser, Stephen A. "Commentary: 'Sport Business in the Classroom'." In The Sport Business Handbook: Insights from 100+ Leaders Who Shaped 50 Years of the Industry, edited by Rick Horrow, 26–32. Champaign, IL: Human Kinetics, Inc., 2019.  View Details

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