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Fantasy breakdown : a case study on organizational crisis communication and stakeholder reaction during mass product failure

Author: Brody J Ruihley; Jason Simmons; Andrew C Billings; Rich Calabrese
Publisher: London : Human Kinetics, Inc., 2018.
Series: SAGE Business Cases.
Edition/Format:   eBook : Document : English
Summary:
On the first Sunday of the National Football League's 2016-17 season, a technical issue caused ESPN's fantasy-football website and mobile application to fail. ESPN's product failure is no small problem and represented a major organizational crisis; with 7.1 million unique users, ESPN represents the largest provider of a multi-billion-dollar fantasy-sport industry. This case study examined ESPN's organizational  Read more...
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Details

Genre/Form: Case studies
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Brody J Ruihley; Jason Simmons; Andrew C Billings; Rich Calabrese
ISBN: 9781526499813 1526499819
OCLC Number: 1141298501
Notes: Originally Published InRuihley, B., Simmons, J., Billings, A., & Calabrese, R. (2018). Fantasy breakdown: A case study on organizational crisis communication and stakeholder reaction during mass product failure. International Journal of Sport Communication, 11(4), 552-572.
Description: 1 online resource.
Series Title: SAGE Business Cases.
Responsibility: Brody J. Ruihley, Jason Simmons, Andrew C. Billings, Rich Calabrese.

Abstract:

On the first Sunday of the National Football League's 2016-17 season, a technical issue caused ESPN's fantasy-football website and mobile application to fail. ESPN's product failure is no small problem and represented a major organizational crisis; with 7.1 million unique users, ESPN represents the largest provider of a multi-billion-dollar fantasy-sport industry. This case study examined ESPN's organizational communication strategy, as well as the stakeholder responses surrounding the failure of ESPN's fantasy-football website and application on the most anticipated day of the fantasy-sport season. Using content analysis and partnering with a social media data insights company, the study examined social media messages from both the organizational and consumer side of this fantasy-sport product failure. Through sampling 1,542 social media messages from a population of 11,881 unique comments via Twitter, the reactive nature of ESPN's messages and the direct responses from its consumers was ascertained.

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