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After reading and analyzing the case, students will be able to identify and evaluate challenges facing a struggling brand; propose a strategic direction to create future growth; and generate potential growth tactics.
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© The Kellogg School of Management at Northwestern University
2023
Northwestern University
Cases are developed solely as the basis for class discussion and are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. This case was based on conversations with Paul Gunning and Tracy Galligher Young of Lyric Opera of Chicago, to whom the authors are grateful. For pedagogical purposes, the authors might have fictionalized individuals, conversations, strategies, assessments, or other details. To order copies or to request permission to reproduce materials, call 847.491.5400, or email cases@kellogg.northwestern.edu. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of Kellogg Case Publishing.
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