HEC in the Press

Can Harvard Business School Bend It Like Beckham?

businessweek.com, 22 April 2013

On May 9th , students from top business schools in Europe will gather at an annual sporting event help by HEC Paris, to compete in a yearly MBA tournament. This year, Harvard Business School will also be sending a team over to take part in the tournament, and questions have arisen as to which event they will participate in. Will they make a journey to Paris to play “soccer”, and follow in David Beckham’s footsteps? Jean-Noël Kapferer, professor of Marketing at HEC Paris, points out that David Beckham is not only a player, but a brand and therefore represents something of greater value. Perhaps the Harvard Business School team will display the same success.

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