The International Expansion of Major League Baseball: The Case of Europe

The International Expansion of Major League Baseball: The Case of Europe

Bibliographic Details
Main Author: Sherlock, William Robert
Language:English
Published: Miami University Honors Theses / OhioLINK 2009
Subjects:
Marketing
Major League Baseball
brand extension
international expansion
expansionary plan
marketing plan
Online Access:http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1240378575
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spelling ndltd-OhioLink-oai-etd.ohiolink.edu-muhonors12403785752021-08-03T05:42:16Z The International Expansion of Major League Baseball: The Case of Europe Sherlock, William Robert Marketing Major League Baseball brand extension international expansion expansionary plan marketing plan <p>While the past two decades have seen Major League Baseball's market scope increase at an unprecedented rate, there is reason to believe that the best is yet to come. As the league has already become well-established in Japan, officials have set their sights on expanding the league's revenue channels by pushing into continental Asia, with China as the centerpiece of the plan. The league's future expansion, however, is not solely reliant on Asian-based revenue streams. While China does stand as the next stepping-stone in expansion, the game has an undeniable opportunity to go global. A logical next stepping stone would land Major League Baseball in Europe.</p><p> This thesis discusses the potential for Major League Baseball to expand its market to Europe, and outlines operational and marketing plans for such a movement. The justification for expansion itself is vested in past actions by Major League Baseball, while justifications for specifically targeting Europe draw largely on the economic and social conditions in modern Europe. The expansion plan itself is attributable to analyzing the successes and failures of professional football (NFL Europe), specifically focusing on the critical elements of brand extension involved in the process. The plan is centered around the development of a European baseball league, MLBeyond, and the marketing angles that will be used to launch the league</p> 2009-04-23 English text Miami University Honors Theses / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1240378575 http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1240378575 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws.
collection NDLTD
language English
sources NDLTD
topic Marketing
Major League Baseball
brand extension
international expansion
expansionary plan
marketing plan
spellingShingle Marketing
Major League Baseball
brand extension
international expansion
expansionary plan
marketing plan
Sherlock, William Robert
The International Expansion of Major League Baseball: The Case of Europe
author Sherlock, William Robert
author_facet Sherlock, William Robert
author_sort Sherlock, William Robert
title The International Expansion of Major League Baseball: The Case of Europe
title_short The International Expansion of Major League Baseball: The Case of Europe
title_full The International Expansion of Major League Baseball: The Case of Europe
title_fullStr The International Expansion of Major League Baseball: The Case of Europe
title_full_unstemmed The International Expansion of Major League Baseball: The Case of Europe
title_sort international expansion of major league baseball: the case of europe
publisher Miami University Honors Theses / OhioLINK
publishDate 2009
url http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1240378575
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