The Marshall Plan: How Diversity and Inclusion Transformed the Dallas Mavericks’ Organizational Culture

in Sport Management Education Journal
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  • 1 Fort Lewis College
  • | 2 The Ohio State University
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How does a professional sport organization with a toxic organizational culture transform its workplace to one built around equity, diversity, and inclusion? This article addresses that question in a case study that explores the aftermath of the Dallas Mavericks’ sexual harassment scandal. The case allows students to analyze the crisis the Mavericks faced after a Sports Illustrated article exposed the organization’s corrosive workplace culture. Students will discuss the strategies Mavericks’ chief executive officer Cynthia Marshall deployed to transform the Mavericks’ workplace culture. Furthermore, students will consider how those strategies have broader utility in improving organizational diversity throughout the sport industry. A theoretical framework, a case narrative, and teaching notes are provided to support implementation of the case study in sport management curricula.

Beattie is with Fort Lewis College, Durango, CO, USA. Lower-Hoppe is with The Ohio State University, Columbus, OH, USA.

Beattie (mabeattie@fortlewis.edu) is corresponding author.
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