Qualtrics and the Utah Jazz – a paradoxical relationship

Abstract

Purpose

The purpose of this paper is to provide a medium for in-class discussions on trade-offs in investments in different marketing activities.

Research methodology

This case used both secondary and primary sources. An examination of the marketing academic literature on corporate social responsibility and news articles were the main sources of secondary sources. An in-depth interview with Mike Maughan, initiator of the 5 For The Fight campaign and Qualtrics’ Head of Brand Growth and Global Insights provided additional information and support for the case. The interview offered strategic insights from the initiator of 5 For The Fight that were unavailable through secondary sources alone. The interview also detailed insights into the strategic thinking of Qualtrics CEO, Ryan Smith and Jazz President, Steve Starks.

Case overview/synopsis

This case examines Qualtrics, a company that took an unprecedented approach to social responsibility. Qualtrics paid millions of dollars and provided significant promotional and administrative support for cancer research without directly identifying itself as the sponsor on the Utah Jazz National Basketball Association jersey patch.

Complexity academic level

This case is suitable for undergraduate and graduate courses in marketing, management and strategy. This case would also be of interest in a sports marketing course, as it includes an initiative by the National Basketball Association. Moreover, this case will be valuable for courses that include advanced discussions on corporate social responsibility. The case can also provide invaluable insights into innovative strategic planning for marketing and management practitioners. A portion of this case has been tested in a few undergraduate marketing courses.

Citation

King, S., Allred, A. and Amos, C. (2022), "Qualtrics and the Utah Jazz – a paradoxical relationship", , Vol. 18 No. 5, pp. 745-756. https://doi.org/10.1108/TCJ-09-2021-0149