This case investigates the reversion as well as corporate renewal of the Chicago Blackhawks professional hockey team, which transformed from one of the worst-run organizations in all of professional sports in 2007 to one that won the Stanley Cup (the National Hockey League championship prize) in 2010. W. Rockwell "Rocky" Wirtz was faced with making crucial choices shortly after inheriting the team from his father, who was the person most associated with the organization's downfall.
The team faced financial problem and had narrowly avoided missing payroll; the previous customer relationships strategy (which included refusing to televise home games or to run productive marketing) had resulted in significantly diminished brand value; and direction and player employees were devoid of successful leadership. At its nadir, the team was named "The Worst Franchise in Professional Sports" by ESPN in 2004. After assuming control, Rocky embarked on an ambitious corporate renewal strategy that contained the following components: -- Direction: Install a fresh management team with clear aims and creative thoughts about the best way to turn across the organization -- Culture: Benefit players for accomplishing their goals and set a performance-based culture -- Fiscal: Seek new corporate sponsorships and increase ticket costs after the team created a winning recordBrand and Advertising: Send a clear message the team was intent upon winning the championship and design a customer-centered marketing strategy.
The Chicago Blackhawks Greatest Sports Business Turnaround Ever case solution
PUBLICATION DATE: June 22, 2012 PRODUCT #: KEL671-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
