More from the Author

• 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

  CiteView DetailsFind at HarvardPurchase

  Related

• 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

  CiteView DetailsPurchase

  Related

• Case | HBS Case Collection | September 2018 (Revised March 2019)

  Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning

  Stephen A. Greyser and Michael Mondello

  Owner Jeff Vinik and top management of the NHL Tampa Bay Lightning are reviewing their strategy and progress in achieving their goals of brand-building and community commitment. Strategic philanthropy is unusual in sport. Tampa Bay is historically a non-traditional hockey market. The case has substantial comparative team and league data.

  Keywords: Brands and Branding; Philanthropy and Charitable Giving; Business and Community Relations; Sports Industry; Tampa;

  Citation:

  Greyser, Stephen A., and Michael Mondello. "Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning." Harvard Business School Case 919-403, September 2018. (Revised March 2019.)  View Details

  CiteView DetailsEducatorsPurchase

  Related