The resurrection of a brand: the case of National Hockey League

The case analysis provides insight into the NHL’s management decisions specifically with regard to its understanding of how an integrated digital initiative could become a crucial part of its “core capabilities” (Radicchi, 2007; Pralahad & Hamel, 1990) as well as executing a new media strategy that created enhanced economic value for the League and its teams. The NHL developed new capabilities for effectively managing an integrated new media strategy and for developing and sustaining a competitive advantage by leveraging the League’s content across multiple digital platforms. The NHL also intensified its partnership network with multimedia service providers, new media distribution channels, and other technology partners in order to maximize technological, distributive and marketing opportunities.