Magic Johnson: Endorsements After… Harvard Case Solution & Analysis

On Thursday, 7 November 1991, the Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball due to the fact tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in the sport at the national and international levels. Among the many victims of the sudden retirement of Johnson was his commercial sponsors, a group of companies includes both sporting goods and other consumer products. The case looks at the situation through the lens of sponsors. Do they have to keep their relationship with Johnson? If so, for how long and in what form? Provides students the opportunity to put yourself in the marketing director, faced with a sudden twist of fate one of the key endorsers of the company. Allows for role from different points of view. That the MD of the sporting goods company compared to MD several other consumer products, such as "Hide
by Stephen A. Greyser, Wendy Schille Source: Harvard Business School 2 pages. Publication Date: November 11, 1991. Prod. #: 592057-PDF-ENG

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