Cycle for Survival (A) Harvard Case Solution & Analysis

Manager of Memorial Sloan Kettering Cancer Center's (MSKCC) Cycle for Survival fundraising event, Katie Kotkins, had to decide the best path for continuing the event's success and momentum after its creator, Jennifer (Jen) Goodman Linn (HBS '99) passed away from MFH sarcoma. Jen and her husband, David Linn (HBS '00), had established Cycle for Survival in 2007 as a way for Jen to give back to the city of physicians that had treated her since her diagnosis in 2003.

The indoor cycling event had grown rapidly, and increased fundraising from $250,000 in 2007 to $4.7 million in 2011. Subsequent to the event's second year, David and Jen made the decision to hand control over to MSKCC, associate with Equinox, and expand the fundraising efforts of the event. At the time of the passing of Jen after losing inspiration and the event's face Kotkins put emphasis on the 2013 occasion, but was faced with a series of strategic questions.

PUBLICATION DATE: May 02, 2014 PRODUCT #: 514076-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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