One Nation, Two Teams: Repositioning the Toronto Blue Jays Among the Threat of a New Entrant
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While many teams face difficult decisions regarding their branding, this case emphasizes how external factors can dictate marketing strategies. The Montreal Expos returning to Major League Baseball poses many threats and opportunities for the Toronto Blue Jays. As a result, the Blue Jays must reconsider their use of national identity in their branding—and whether it is appropriate to transition from being Canada’s only team to now sharing the market with the Expos. Nevertheless, the Expos’ return to Major League Baseball provides the Blue Jays with an opportunity to explore new marketing strategies. Case participants are tasked with repositioning the Blue Jays’ marketing strategy in response to the Expos’ return.
Dalal (kdalal@brocku.ca) is corresponding author, https://orcid.org/0000-0001-9247-0867.
Supplementary Materials
- Teaching Note (PDF 140 KB)
- Supplementary Material 1 (PDF 337 KB)
- Supplementary Material 2 (PDF 322 KB)
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