In this case study, the Russell Corporation's acquisition of Spalding creates an opportunity for Spalding's marketing staff to reevaluate their licensing strategy. Prior ownership has heavily leveraged the equity of the Spalding brand to generate maximum licensing revenues with a minimal concern...

This teaching note presents instructors with several avenues for incorporating the case study, "The Practice of Brand Extension through Licensing: The Spalding Challenge," into their classrooms. By proposing classroom demonstrations and exercises based on the authors' experience as well as...

We analyze the wealth effects of the Texaco racial discrimination lawsuit both on the shareholders of Texaco and its major U.S. competitors. Employing a comprehensive data set which included every case docket entry and every Wall Street Journal article on the case as an experimental stimulus,...