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Case study
Publication date: 8 May 2018

Joanna Kimbell, Anne Macy, Emily Ehrlich Hammer and Denise Philpot

The Women’s US Soccer team in 2016 entered into the summer Olympics with a dark cloud over their heads, the lack of pay equity in the sport of soccer. Despite being heralded as…

Abstract

Synopsis

The Women’s US Soccer team in 2016 entered into the summer Olympics with a dark cloud over their heads, the lack of pay equity in the sport of soccer. Despite being heralded as the best female team in the world, the team’s compensation does not reflect their winning record or average work performance. Complex contractual negotiations and compensation intricacies surround this situation and the legal proceedings with the Equal Employment Opportunity Commission that include discrepancies between gender preferences for compensation, benefits packages and terms of the overall collective bargaining agreement in a monopsony. The financial impact of lost wages and the role of the fan base are also examined.

Research methodology

This case has been created through the eyes of past and current members of the US Women’s Soccer team using scholarly and periodical sources.

Relevant courses and levels

This case is designed for upper level, undergraduate human resource management, labor economics and employment law courses, specifically, principles of human resource management, gender equity courses, business law, labor economics, law & economics.

Case study
Publication date: 15 May 2023

Anthony Furnelli and Phil Hart

This compact case study was developed from secondary sources readily available in the public domain. These included company websites, videos, social media and news articles.

Abstract

Research methodology

This compact case study was developed from secondary sources readily available in the public domain. These included company websites, videos, social media and news articles.

Case overview/synopsis

Hallmark had a strong history of supporting diversity, equity and inclusion (DEI) initiatives. During the 2019 holiday season, Hallmark Channel was suddenly caught in the middle of a Lesbian, Gay, Bisexual, Transgender and Queer (LGBTQ) ad controversy that attracted media attention. Critics of the ad claimed it went too far and was “inappropriate” to air. LGBTQ advocacy groups quickly rebuked that argument. Ultimately, the media frenzy was short-lived and Hallmark Channel continued to dominate the holiday programming landscape. This case evaluates the marketing aspects of the dilemma including customer segmentation, targeting and positioning (STP) strategy issues. Culture and industry analysis is also provided as a way for the reader to understand the complexity associated with marketing strategy. One underlying question is what role does STP play in understanding how to develop marketing strategies that build customer loyalty and help organizations compete in the marketplace?

Complexity academic level

This case should be used in marketing and management classes at the undergraduate level. Applicable concepts include segmentation, targeting, positioning, advertising, brand strategy and DEI issues. This case could also be taught in a DEI course or a segmentation special topics class that discusses the differences between customer groups.

Details

The CASE Journal, vol. 19 no. 6
Type: Case Study
ISSN: 1544-9106

Keywords

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