assignment 1892

Hi,

Assignment : Michael Phelps: Strategizing for gold and answer the five questions that follow three page paper (excluding title and reference pages) include at least three peer-reviewed sources.

1.How did Michael Phelps turn into a “global brand”?

2.What does the story of Michael Phelps have to do with strategic management?

3.Following the Beijing Olympics, a photo published by a British tabloid showed Michael Phelps using a “bong,” a device for smoking marijuana, at a party in South Carolina. Kellogg’s withdrew Phelps’s endorsement contract. What does this incident tell you about maintaining and increasing brand value over time?

4.According to a study by two economics professors at the University of California, Davis,5 another recent example of an athlete who lost significant “brand value” is Tiger Woods, who destroyed an estimated $12 billion in stock market value of the firms sponsoring him— Accenture, Gillette, Nike, PepsiCo (Gatorade), and Electronic Arts (EA). As a manager, what lessons about celebrity endorsements can you draw from the examples of Phelps and Woods? What are some general take-aways that a strategist should keep in mind?

5. Did Michael Phelps or his team follow one of the approaches to strategy making discussed in Chapter 2? Explain your response.

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