FC Bayern München-Teaching Case im Journal of Information Technology Teaching Cases erschienen

Ein Beitrag des Autorenteams Jochen Wulff, Matthias Söllner, Jan Marco Leimeister und Walter Brenner über die Social Media Aktivitäten des FC Bayern München ist nun online im Journal of Information Technology Teaching Cases erschienen. Das Journal of Information Technology Teaching Cases unterstützt Akademiker, Forscher und Dozenten in Universitäten und weiteren Bildungsinstitutionen damit, aktuelle Fallstudien für Themen im Bereich der Organisation und des Managements von Informationssystemen sowie den sozialen Auswirkungen von Informationstechnologie bereitzustellen. Der erschienene Beitrag trägt den Titel "FC Bayern München goes social – the value of social media for professional sports clubs" und kann hier abgerufen werden.


In 2010, FC Bayern München (FCB), one of the world’s most successful football clubs, had just finished a successful season from a commercial perspective as well as on the field. With regard to its digital service portfolio, FCB had successfully established its digital content distribution and an e-commerce platform. However, the club seemed to have missed one major trend: the rise of social media. European competitors were already attracting large crowds on Facebook. The management was unsure about how social media would contribute to the digital strategy. In this teaching case, students need to prepare materials for a board meeting in June 2010, in which the digital road map for the upcoming season has to be decided upon. Furthermore, they are supposed to reflect on FCB’s evolution from today’s perspective. This teaching case helps understand how value can be generated through the use of social media. Additionally, it illustrates how social media enriches content distribution and how it contributes to fan loyalty.