Anaheim Ducks (A): Three Eras of Professional Hockey in Anaheim

Anaheim Ducks (A): Three Eras of Professional Hockey in Anaheim

By
Antonio Davila, George Foster, Norm O'Reilly
2009|Case No.SPM39A

This case traces the Anaheim Ducks of the National Hockey League through three distinct eras, beginning with the teams founding and initial success (1992-1997), through a period of ownership turmoil and financial loss (1998-2004), and then new ownership and rebuilding (2005-2008). It discusses issues both on and off the ice, including ownership business strategy (such as the Disney Company’s strategy for using the team to promote tourism to Anaheim, site of Disneyland, and to promote its Mighty Ducks films). The case also discusses branding and other strategic issues addressed during each era by the team’s various owners.

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