Case Study Analysis and Solutions

Case ID: 514028

Abstract:
Case Solution & Analysis for Marquee: Reinventing the Business of Nightlife by Anita Elberse, Ryan Barlow, Sheldon Wong
In January 2013, nightlife impresarios Jason Strauss and Noah Tepperberg are celebrating the re-opening of their famed New York City-based nightclub Marquee. While most clubs are over within their first one and a half years, Strauss and Tepperberg managed to keep Marquee one of NYC's hottest clubs for almost nine years. Meanwhile, they significantly expanded their portfolio of clubs in New York City, Las Vegas, and abroad. Now, after a costly renovation of Marquee New York City, would their investment pay off? Was it a wise idea to model the revamped club after its namesake in Las Vegas that had become North America's highest-grossing club by focusing on electronic dance music and featuring a high-profile DJ every night? Could Strauss and Tepperberg make the seemingly risky economics-which involved placing large bets on superstar DJs-work in a very different market?

Keywords:
Advertising, Cause marketing, Change management, Creativity, Cross functional management, Customer relationship management, New product marketing, Risk, Risk management, Service management, Social Security, Supply chain management, Marquee Reinventing the Business of Nightlife Case Solution

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