Vancouver 2010 Olympics

Case Solution

Anita Elberse, Catherine Anthony, Joshua Callahan
Harvard Business School ()

It is February 2007, exactly three years before Vancouver will host the 2010 Winter Olympics. Judy Rogers, Vancouver City Manager and a member of the Vancouver Organizing Committee (VANOC) board of directors, pledges to ensure that the Games have a lasting positive impact on the city and Canada. However, a recent event shows that significant social tension could negatively affect the event and Vancouver’s image around the world, and Rogers needs to find a way to address the growing concerns. More urgently, Rogers and her team are faced with the task of creating a reserve fund for Olympic heritage that could allow the city to meet its sustainability goals, but with a significant tax increase for residents and businesses. from Vancouver. When the world is watching and the clock is ticking, the stakes are high. How should Rogers respond to these challenges? It allows an in-depth examination of critical social marketing topics in the context of one of the largest sporting events in the world. Provides extensive data on potential pros and cons for a wide variety of constituencies, including the International Olympic Committee, the host country and city, their local businesses and residents, and can serve to illustrate key tensions and best practices in marketing initiatives. Social.

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