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Conceptually meeting expectations of Generation Y by building personalised-customised hybrid bundles to target action sports consumers
(2014-04-03)
This paper conceptually explores how bundling could lead to greater revenue and brand loyalty in the action sports industry by meeting the expectations of Generation Y. The author defines personalised-customised hybrid ...
Action sports athletes as entrepreneurs: Female professional wakeboarders, sponsorship, and branding
(2014-11)
This teaching case explores the sport of wakeboarding to examine how its female practitioners need to become entrepreneurial in order to make a living from the sport. Students ponder the financial pressures of becoming a ...