Title Internal workforce, symbolism and licensed products : 17th Asian Games / Hyun-Woo Lee (Department of Health and Kinesiology, Texas A&M University College Station, College Station, Texas, USA), Umer Hussain (Department of Health and Kinesiology, Texas A&M University College Station, College Station, Texas, USA), Shawn Saeyeul Park (School of Business, Yonsei University, Seodaemun-gu, Republic of Korea), Sunyun Shin (Department of Sports and Leisure Studies, Yonsei University, Seodaemun-gu, Republic of Korea), Woo Taek Shim (GLAXIA SM CO, LTD, Seoul, Republic of Korea)

Published Bingley, U.K. : Emerald Publishing Limited, 2021 ©2021

Online access available from: Emerald Emerging Markets    View Resource Record

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Description 1 online resource (4 pages) : 20 illustrations Series Emerald emerging markets case studies, 2045-0621 ; volume 11, issue 1 Notes The questions raised in the case study could escort a classroom or online discussion for understanding licensed product consumption motives among the internal workforce Despite the Asiad (an abbreviation of Asian Games) being organized in the most populous continent, its financial profitability is minimal compared with the summer Olympic Games and other major sporting events. Thereby, Asiad board members are seeking to understand how they can target the right segment via licensed products. This will ultimately increase licensed product sales. On July 1, 2017, a board meeting was held in which the licensing product manager, Young Lee, proposed to target the internal workforce via licensed products based on 17th Asiads data and previous literature. Lee analyzed the attributes of licensed products sold at 17th Asiad and its psychological connection with the internal workforce. Hence, the purpose of this case study was to decipher the internal workforce feasibility as the right segment to target via licensed products for Asiad's management. The case studys primary data was collected via IB worldwide (now Galaxia SM CO, Ltd), one of the leading sport marketing organizations in South Korea. The IB worldwide (now Galaxia SM CO, Ltd) signed an exclusive product license agreement with the Incheon Asian Games Organizing Committee jointly and individually with the Olympic Council of Asia to produce licensed products (e.g. Mascot dolls). This realistic case study should be understood through the lens of symbolic interactionism. Finally, this study is important to consider because the internal workforce licensed products consumption has gained little attention in sports marketing literature The case can be taught in marketing research and consumer behavior courses Teaching notes are available for educators only Includes index Bibliography Includes bibliographical references Notes Print version record Subject Licensed products -- Asia -- Marketing -- Case studies Consumers -- Research -- Asia -- Case studies Business & Economics -- Marketing -- General. Sales & marketing. Form Electronic book Author Hussain, Umer, author Park, Shawn Saeyeul, author Shin, Sunyun, author Shim, Woo Taek, author

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