The new chief executive officer (CEO) of the Canada Basketball (CB) looks back on a very successful 2009 - all four teams in the country the right to their respective championships. CB begins to enjoy a serious on-court success, but the general manager is concerned about the long-term financial sustainability of the program, he is faced with major cuts to public funding and seriously concerned about getting the private sector in the year when both the World Cup and the Winter Olympics have already had so many potential sponsor dollars. He is faced with marketing to create new and sustainable sources of revenue for the Central Bank to help their success on the court. "Hide
by Matthew Thompson, Tarak Saha Source: Richard Ivey School of Business Foundation 12 pages. Date of publication on the site: 11 Aug, 2010. Prod. # 910A14-PDF-ENG
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