伦敦奥运哈佛案例分析The London 2012 Olympic Games精选.pdfVIP

9 - 510 -- 039 R EE V: FEBRUARY 4 4 , 2 0 11 J OHN TT . GO URVI LLE MARCOO BERTI NI The Londdon 2012 Olymmpic Gaames Paaul Williamsoon could not hhelp but be ammazed. As hee looked dowwn from the 233rd-floor offices of the Loondon Organnizing Commiittee of the Ollympic Gamees (LOCOG), hhe could see aall of East Lonndon, one of the poorest areas in Greaater London. HHistorically aa working-claass neighborhhood and induustrial centerr, East Londoon had been bbombed heavvily during WWorld War II and had nev er fully recovvered. Yet, aas if rising froom the ashes,, the Olympicc Park was beeginning to taake shape. Inn three short yyears, Londoon would plaay host to thhe 2012 Gamees and the O lympic Park would be itss crown jeweel (see bit 1 for a ma Exhib ap of Londonn and the locaation of the OOlympic Parkk). And if all went accordiing to plan, the sporting venues, houssing, transporrtation links, aand parks bu ilt to supportt the Games wwould serve to revitalize tthe East Londdon communiity. In the spring oof 2009, howeever, Williammson had moore pressing iissues to connsider. As Heead of Ticketting for the 2012 Games,, he and his team were rresponsible for developinf ng the policiees for pricinng and distribbuting the milllions of tickeets that wouldd go on sale sstarting in latee 2010. In a pperfect worldd, he knew, thheir decisions would satisfyy many criterria. First, giveen the importaance of ticketing to the GGames’ bottomm line, they hhad a strong incentive to maximize reevenues. Secoond, given thaat the entiree world wou ld be watchi ing, they