After reading and discussing this short case, the instructor should do the following: to enable the students to select and evaluate the main strength (sustainable competitive advantage) of an evolving brand whose leading manager needs to appreciate how it can be used to achieve the strategic objective of franchising it despite its challenges; to guide the students in choosing the most appropriate brand name that will sustainably reflect the parent organization’s identity and also retain its growing attractiveness to more event sponsors and other key partners in an environment of conflicting interests; to facilitate the students in choosing the appropriate strategy for strengthening the readiness to franchise and adapt a similar teaching and examining (annual event’s) model in a related course unit from among any of the target audience’s master and bachelor degree at another university elsewhere.
This short case shows how the annual Makerere University Business School (MUBS) hospitality day has evolved into a potential event franchise, which is attracting more VIPs, the media and demand to also be held in the country’s Vision 2040 cities where the respective campuses are located.
Complexity academic level
Bachelor (BA, BBA, BSc) and MBA/master degree level.
Teaching Notes are available for educators only.
CSS 12: Tourism and hospitality.
I thank Prof. Munene J.C, Assoc. Prof. Ngoma Muhammad, Prof. Ntayi Joseph and my entire Doctoral (PhD) Committee for inspiring, encouraging and developing my abilities in writing such a positivity case study. Similarly, your combined supervision excellence and MUBS governance at large facilitated me to graduate with my PhD in January 2020.
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognisable information to protect confidentiality.
Mutumba, A. (2020), "Readiness to franchise a teaching and examination event: the evolving case of the annual MUBS hospitality day", Emerald Emerging Markets Case Studies, Vol. 10 No. 2. https://doi.org/10.1108/EEMCS-12-2018-0272Download as .RIS
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