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Luxury fashion brands have started differentiating their investment strategies and enlarging their sectors of activity, for instance, entering tourism. The overlay between traditional behaviors and innovative strategies has left a mark on the cities and neighborhoods. This chapter explores the spatial distribution of luxury tourism infrastructure in Milan. This transition does not affect only preeminent locations, such as monumental squares and high streets, but also places traditionally excluded from the “luxury circuits.” The location of 5-star hotels and premium tourism facilities in Milan (Michelin restaurants and spas) differ from the general tourism infrastructure. The study identifies polarization in the touristic offer and a parallel influence in the real estate market.

The purpose of this study is to use design thinking principles to understand the failure of the ‘new’ European Super League, and also understand how it could be redesigned.

This case has been developed from secondary sources, including news reports, social media sites, annual reports and websites of the Union of European Football Associations and the European football clubs. This case was classroom-tested with post-graduate management students in a design thinking course in May 2021 at an Indian business school, S.P. Jain Institute of Management & Research, in Mumbai, India.

In April 2021, a new football league – the European Super League, is announced as a breakaway rebel league, in direct competition with United European Footballers Association's Champions League. It is backed by the top 12 European clubs and officials in European football, besides the US investment bank, JP Morgan. The new league is touted as one intended to save football. It is, however, denounced by fans and shunned almost universally. The league, which has been planned for the past three and half years, faces collapse. Why did the European Super League fail? How could the founders design a new league?

This case could be used in an undergraduate or MBA classroom or an executive education programme in a design thinking course. It can also be used to teach marketing courses such as marketing strategy, new product development and consumer behaviour.

In this paper, the authors set out to explore how small- and medium-sized tourism enterprises (SMTEs) in a developing country (Turkey) are coping with economic and financial consequences of coronavirus disease 2019 (COVID-19) pandemic. It is also crucial to understand what kind of policymaking solutions will help them to successfully overcome it.

To gather data, the authors interviewed SMTEs in the Bodrum area – one of the most elite and exciting destinations for foreign travelers in Turkey. Semi-structured interview method was used, and questions for data collection focused on three key areas: (1) impact of COVID-19 on SMTEs, especially in terms of cash flow and other problems, (2) government incentives and (3) business strategies to cope with the crisis.

(1) Even a year and a half into the pandemic, despite government relief efforts, vaccination programs, the easing of lockdown and travel restrictions, survival is still the main concern for SMTEs. (2) Although they do not have enough resources, these entrepreneurs have energy and motivation, are optimistic about the future and are investigating new opportunities by capitalizing on their “strategic flexibility”, an intrinsic strength of SMEs. (3) Recovery is going to take a long time, and government support, however crucial in the interim, cannot replace the pre-crisis conditions that are anxiously awaited by these businesses.

One of the main limitations of this study is that the gathered research data are localized to one destination in Turkey, the Bodrum area. In that respect, it is difficult to hypothesize the degree to which the resulting data can be generalized to other areas of Turkey and the rest of the world. Future work is required to provide greater insight into how to be prepared effectively for this type of crisis. Therefore, further research should be undertaken to investigate tourism and hospitality industry in the whole country and to compare findings to those of other cities and regions. An especially important issue for future research that would yield insight and practical implications worldwide is comparison of findings across countries.

The impact of COVID-19 is challenging all SMTEs’ conventional business models. Each business needs to evaluate its own internal and external conditions, secure required financial resources necessary for survival and sustainable business strategies for post-COVID-19 era. Besides short-term survival thinking, they also look for long-term business strategies both saving, investing, innovation and diversification. They are also on the look-out to seize any new opportunities presenting themselves as well as for any additional governmental support.

This paper offers a systematic approach toward understanding the realities of SMTEs in the midst of crisis by focusing on their short-term survival and long-term sustainability responses against COVID-19. It also brings practical experiences of industry participants and opinions of industry experts to academicians, practitioners and policymakers, shedding light on challenges faced by SMTEs.