Publications
Publications
- November 2016
- HBS Case Collection
Bayern Munich in China
By: Karim Lakhani, Sascha L. Schmidt, Michael Norris and Kerry Herman
Abstract
In 2015, German football club Bayern Munich is considering how to enter the Chinese market. Should it build its own infrastructure or rely on third-party partnerships to reach this massive football fan base?
Keywords
Football; Soccer; Bundesliga; Digital Technology; Market Entry; Sports; Global Strategy; Market Entry and Exit; Online Technology; Sports Industry; Germany; China
Citation
Lakhani, Karim, Sascha L. Schmidt, Michael Norris, and Kerry Herman. "Bayern Munich in China." Harvard Business School Case 617-025, November 2016.