Faculty News | HBR Blogs | 19 Jun 2012
Pricing Lessons From the London Olympics
by John Gourville
The committee organizing the London 2012 Olympic Games faced an extraordinary business challenge: How to price 8 million tickets in a way that allows equitable access to 26 sporting events, meets revenue and attendance targets, and adheres to the explicit social objective of making the Olympiad "Everybody's Games."

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