National Hockey League a Retail Prospective

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NATIONAL HOCKEY LEAGUE ENTERPRISES CANADA: A
RETAIL PROPOSAL

Elizabeth Gray prepared this case under the supervision of Elizabeth M.A. Grasby solely to provide material for class discussion.
The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality.
Ivey Management Services prohibits any form of reproduction, storage or transmittal without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organizastion. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of
Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca.
Copyright © 2000, Ivey Management Services

Version: (A) 2010-01-08

In July 1998, Glenn Wakefield, vice-president of National Hockey League Enterprises Canada (NHLEC), was faced with an opportunity to pursue the development of a retail outlet solely dedicated to Brand NHL merchandise. If pursued, Wakefield had to select one of three implementation options: NHLEC could retain managerial and financial control of the facility, control could be relinquished to a management firm, or floor space could be rented in a department store where NHLEC would maintain partial control over operations. Opening a flagship store would be a shift in the organization’s strategy and Wakefield wondered if it was the right thing to do.
THE NATIONAL HOCKEY LEAGUE

The National Hockey League (NHL), a professional hockey organization housing 27 teams in total, was divided into two conferences, each consisting of three divisions (see Exhibit 1). Each team…...

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