The Brand Behind the Spike – How Can KOVO Champion the 'Megatron Effect'?
The Korean Volleyball Organization (KOVO) has grown the V-League into a top South Korean sports league. Can it balance domestic talent with international stars like Indonesia's Megawati Hangestri Pertiwi?
At a glance
Country
South Korea
Industry
Sports/ Professional Volleyball
League
KOVO V-League
Player Focus
Mega
Abstract
The Korean Volleyball Organization (KOVO) has experienced significant growth. One of the factors contributing to this growth is the implementation of the Asian Quarter system, which allows teams to recruit additional foreign players from selected countries. Megawati Hangestri Pertiwi, nicknamed Mega or Megatron, is a star player from Indonesia and a member of the Daejeon Jung Kwan Jang Red Sparks team from KOVO; she serves as one of those examples.
The case study examines how Mega's presence has boosted the team's performance, fan engagement, and media coverage. Her influence, often referred to as the "Megatron Effect," has positively impacted KOVO as a whole. However, her presence also raises strategic questions for the organization.
KOVO faces a critical decision: whether to prioritize foreign star player retention like Mega or focus on long-term goals and expand the league's global reach. Designed as a problem-solving scenario, the case study challenges learners to explore and analyze the potential consequences of these strategic options, and propose solutions to ensure the league's sustainable growth and global reach.
Cover Photo: Courtesy of Red Sparks FB page
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