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The Montreal Stars
Christopher A. Ross; Dave A. McKenzieCase IVEY-9B13A043-EMarketingIn September 2012, the general manager of the Montreal Stars, a women's hockey team, faces several challenges. One of six in the Canadian Women’s Hockey League, a not-for-profit organization that aspires to be the professional league for women's hockey in North America, the team has won the league championship three times and its players have won a number of awards, including Olympic gold medals. Yet, average attendance per game has been sparse. ...Starting at €8.20