When individuals need to make a decision, they often face alternatives and some uncertainty. Identifying alternatives and anticipating outcomes in a systematic way provides value in better decision-making. Decision trees help to clarify the choices, risks, monetary gains, and other information involved in the decision. As a result, managers can make an informed decision when choosing the alternative that provides the best net gain and whether the net gain is worthwhile to pursue. As such, this case presents a scenario in which the sport marketing manager of the local sports commission is working with the convention center to bring a sporting event to the city in order to enhance the city’s image and generate positive economic impact. The manager is faced with evaluating three alternatives (Event A, Event B, or neither) and making a recommendation to the sports commission and convention center executives regarding which event to pursue, if any. This case provides an opportunity for students to practice using this strategic management tool to assist in systematic decision-making while investigating the event bidding process.
Ceyda Mumcu and Kimberly Mahoney are with the Dept. of Sport Management, University of New Haven, West Haven, CT.