Sponsor Product Development #3: From 'Location' to 'Moment' in Sponsor Inventory—How Liga MX Began Turning the Match Itself into an Advertising Product

For a long time, sports sponsors have purchased 'places to put their brand.' Stadium signage, the chest of a jersey, a corner ...

Does SCM Really Create a Competitive Advantage? Three Patterns Seen in Corporate Case Studies

There are three patterns in which SCM contributes to business strategy and competitive advantage.In the previous article, I ...