Evaluate the product and service evolution

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Explore the MGA Library website to find the case study What’s in a Name? A Case Study of NBA
Baskeball in Charlotte.  Feel free to find this case on your own — or follow the step-by-step directions to download the full-text PDF file.

  • Visit the MGA Library website: Library: Middle Georgia State University (mga.edu)
  • Click on the FIND ARTICLES: GALILEO tab
  • In the search box enter “case study” + NBA  (or another set of keywords that you’d like to try)
  • Click on the title of the case: What’s in a Name? A Case Study of NBA Basketball in Charlotte to observe the details and abstract.
  • Download the PDF Full-Text file and read the case study.

In your case analysis address the following topics:

  • Evaluate the product and service evolution over the years.  What has the organization done well, and what challenges did it face?
  • Analyze the historical branding decisions and discuss how the Hornets has developed brand equity of the years.
  • Consider the organization’s competition and value proposition.  How has the brand position changed over time?
  • What risks will brands in the NBA face in the future?