CONTENTS Acknowledgements ... ⅸ Preface ... xi About the Authors ... xiii The Case Method : Theory and Practice ... 1 1. An Introduction to the Case Method ... 3 2. A Framework for Case Analysis ... 11 3. Analytical Tools for Case Analysis ... 27 Cases ... 41 4. Example Case and Analysis / George R. Milne ; Mark A. McDonald ... 43 5. Reebok (A) / Andy Rohm ... 63 6. Reebok (B) : The Reebok Running Category / Andy Rohm ... 87 7. Avid Sports / Mark A. McDonald ; George R. Milne ... 103 8. Smugglers Notch Resort / Rod Warnick ... 121 9. Pier 39 Licensed Products Stores / Susan C. Milne ; Ronald R. Courtney ... 153 10. Salt Lake City 2002 Winter Olympic Games - The Prevention of Ambush Marketing / Jay Gladden ; David Shani ... 179 11. B³ : The Bikes, Blades, and Boards Tour / Dan Covell ... 195 12. The Ladies Professional Golf Association (LPGA) / Mark A. McDonald ; George R. Milne ... 209 13. The LPGA Fan Village / William A. Sutton ; Cindy Davis ... 229 14. The Ouray Case / Suzanne Lainson ... 245 15. Xerox and the Asian Winter Games / David K. Stotlar ... 259 16. The Creation and Maintenance of Brand Equity - The Case of University of Massachusetts Basketball / Jay Gladden ; Glenn M. Bong ... 281 17. Miami University - The Redskins Name Controversy / Thomas C. Boyd ; David W. Rosenthal ... 305 18. Miami University - The Creation and Transfer of Brand Equity / Thomas C. Boyd ; David W. Rosenthal ... 319 19. Race for the Cure / T. Bettina Cornwell ; Donald R. Roy ... 329 Sport Miscreating Theory ... 339 20. Review of Sport Marketing for Case Analysis ... 341