FC Bayern Munich: Creating Public Value Between Local Embeddedness and Global Growth

The case study describes how FC Bayern Munich - Germany's most successful football club - has dealt with the challenges of the club's international growth and role in society. We describe how the club management handled the balancing act between its local rootedness in the German state of Bavaria and its ambitions to be a global player in the football industry. Specifically, we show how the management became aware of rising tensions, how these were analyzed and mapped by means of the Public Value Scorecard® tool and the measures taken to unite and balance the seemingly paradox goals of strengthening the club's Bavarian roots and achieving global growth.

The case study is accompanied by a teaching note. The case study and teaching note are available at: http://www.thecasecentre.org/