Welcome to the first Athletic Interest Case Study! A new series on our channel in which we team up with partners to look into the most interesting stories behind sports.
And what better partner to start with a case study than WHU professor Sascha L. Schmidt and his Harvard colleagues, who will help us understand how European football clubs are going East to build their brand in China.
Thanks to Sascha L. Schmidt for partnering with us! You can find an overview of all of his research under this link:
https://www.whu.edu/en/faculty/entrepreneurship-and-innovation-group/sports-and-management/professor-sascha-l-schmidt/
Further reading
Dancing with the dragon – The quest for the Chinese football consumer:
https://cdn.whu.edu/fileadmin/Faculty/Centers/Center_for_Sports_and_Management/CSM_Report_China.pdf
Harvard Business School Case - Bayern Munich in China (link to purchase):
https://www.hbs.edu/faculty/Pages/item.aspx?num=51935
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⏱ Timestamps
00:00 The Race for China
01:26 Economic Super Power
02:57 China's Football Development Plan
04:46 How To Enter the Chinese Market
07:57 The Race of the European Clubs
🎬 About
Athletic Interest is a video essay series that investigates business stories from the world of sports.
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