Stephen McKelvey

University of Massachusetts Amherst

Department of Operations and Information Managemen

Amherst, MA 01003

United States

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Scholarly Papers (1)

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The Practice of Brand Extension Through Licensing: The Spalding Challenge

Sport Management Review, 12(3), pp. 185-192
Number of pages: 14 Posted: 11 Sep 2013
Joe Cobbs and Stephen McKelvey
Northern Kentucky University - College of Business and University of Massachusetts Amherst
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Abstract:

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licensing, merchandise, brand extension, case study