When Hockey Won’t Sell in Minnesota: Using Design Thinking to Innovate the Ticket Service

in Case Studies in Sport Management
View More View Less
  • 1 University of Minnesota
Restricted access

Purchase case

USD  $9.95

Student 1 year online subscription

USD  $49.00

1 year online subscription

USD  $65.00

Student 2 year online subscription

USD  $93.00

2 year online subscription

USD  $124.00

This case study asks students to assume the role of a ticket sales strategist hired to work as a consultant for the University of Minnesota Golden Gopher athletic department. In this case, you will be asked to work with members of the Gopher Fan Advisory Board to develop service innovations in the area of ticket sales. As a sales and marketing consultant, you will examine existing data on spectator attendance trends and focus group interviews to determine the current issues facing the athletic department. Then, you will be asked to suggest the manners by which the athletic department should innovate the ticket service, using a design thinking approach to grow ticket sales and spectator attendance for the men’s hockey program.

Warren (warre233@umn.edu) is with the School of Kinesiology, University of Minnesota, Minneapolis, MN, USA.

Supplementary Materials

    • Teaching Note (PDF 85 KB)
    • Supplementary Material (PDF 22 KB)
  • Anderson, J.C., Narus, J.A., & Van Rossum, W. (2006). Customer value propositions in business markets. Harvard Business Review, 84(3), 90. PubMed ID: 16515158

    • Search Google Scholar
    • Export Citation
  • An introduction to design thinking process guide. (n.d.) Retrieved from https://web.stanford.edu/∼mshanks/MichaelShanks/files/509554.pdf

    • Search Google Scholar
    • Export Citation
  • Brown, T. (2008). Design thinking. Harvard Business Review. Retrieved from https://hbr.org/2008/06/design-thinking

  • Edvardsson, B., Tronvoll, B., & Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: a social construction approach. Journal of the Academy of Marketing Science, 39(2), 327339. doi:10.1007/s11747-010-0200-y

    • Crossref
    • Search Google Scholar
    • Export Citation
  • Fan advisory board. (2018). Retrieved from https://gophersports.com/sports/2018/10/11/fan-advisory-board.aspx

  • Joachim, G., Schulenkorf, N., Schlenker, K., & Frawley, S. (2020). Design thinking and sport for development: Enhancing organizational innovation. Managing Sport and Leisure, 25(3), 175202. doi:10.1080/23750472.2019.1611471

    • Crossref
    • Search Google Scholar
    • Export Citation
  • Joachim, G., Schulenkorf, N., Schlenker, K., Frawley, S., & Cohen, A. (2021). “No idea is a bad idea”: Exploring the nature of design thinking alignment in an Australian Sport Organization. Journal of Sport Management, 1, 114.

    • Search Google Scholar
    • Export Citation
  • Kelley, T. (2001). The art of innovation: Lessons in creativity from IDEO. New York, NY: Currency.

  • Lusch, R.F., & Vargo, S.L. (2006). Service-dominant logic: Reactions, reflections and refinements. Marketing Theory, 6(3), 281288. doi:10.1177/1470593106066781

    • Crossref
    • Search Google Scholar
    • Export Citation
  • Vargo, S.L., & Lusch, R.F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 117. doi:10.1509/jmkg.68.1.1.24036

    • Crossref
    • Search Google Scholar
    • Export Citation
  • Yoo, Y., & Kim, K. (2015). How Samsung became a design powerhouse. Harvard Business Review, 93(9), 7278.

All Time Past Year Past 30 Days
Abstract Views 161 161 23
Full Text Views 20 20 5
PDF Downloads 16 16 5