The Ticket 93.7 FM: Value Creation and Digital Transformation

Robert Mackalski, Rob Simon, Daniel Stara, Marc Ducusin

Product #:W39097

Supplier:Ivey

Discipline:Entrepreneurship, Marketing

Setting:United States, United States, 2024

Details:Case (PDF) • 7 pages • 2024-12-03

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Derrick and Rebecca Pearson, the unlikely owners of KNTK 93.7 The Ticket, hoped to revitalize the traditional sports radio station in Lincoln, Nebraska, since purchasing it in September 2021. To accomplish their goal, they expanded The Ticket’s programming and incorporated a community-focused approach. But the Pearsons needed to decide how to balance their efforts between traditional terrestrial radio and digital platforms. They also needed to decide whether to focus on popular sports or explore niche sports to drive future growth and community engagement.

Learning Objectives

This case focuses on value creation, product creation in a service industry, and techniques for dealing with disruption. The case and assignment questions provide students with an opportunity to do the following: • Appreciate the radio industry and the unique challenges caused by disruptive technologies. • Identify and assess areas of value creation. • Understand the substitute and complementary nature of legacy radio and digital audio media. • Make better strategic marketing decisions in a service industry.

The Ticket 93.7 FM: Value Creation and Digital Transformation

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Learning Objectives