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    Bayern Munich in China

    Lakhani, Karim R. ; Schmidt, Sascha L. ; Norris, Michael ; Herman, Kerry

    • Reference: HBS-617025-E

    • Year: 2015

    • Number of pages: 20

    • Geographic Setting: China;Germany

    • Publication Date: Nov 15, 2016

    • Source: HBSP (USA)

    • Type of Document: Case

    • Industry Setting: Arts, entertainment & sports;Football;Online information services;Soccer;Sports

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    Description

    In 2015, German football club Bayern Munich is considering how to enter the Chinese market. Should it build its own infrastructure or rely on third-party partnerships to reach this massive football fanbase?

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    Keywords

    Globalization strategies Market entry Operations and processes Technology