Business Case Studies & Business Publications

Portland Trail Blazers

Wilcox, Ronald T.

Case

Portland Trail Blazers

Wilcox, Ronald T.

M-0773 | Published April 3, 2009 | 10 pages Case

Collection: Darden School of Business

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Designed to teach conjoint analysis, this case challenges students to make tactical decisions based on marketing research. It should be paired with the technical note "A Practical Guide to Conjoint Analysis" (UVA-M-0675) and that note's accompanying supplemental PowerPoint file (UVA-M-0675TNP). A National Basketball Association franchise is struggling to increase attendance. It contracts a marketing research firm to conduct a conjoint analysis focusing on several aspects of its season ticket offerings with the hope that it can profitably improve its attractiveness.

The case is primarily intended to teach conjoint analysis. The case should be paired with the technical note "A Practical Guide to Conjoint Analysis" (UVA-M-0675).