Case Study

Speculative, or just manipulative?

“Dutch” M. Kendall
February 15, 2024
North America
Ethics & Social Justice, Strategy & General Management, Marketing & Sales
3 pages
Advertising ethics, business law, speculative selling, risk management, stakeholder management
Student Price: 
$4.00 (€3.76)
Average rating: 

SeatGeek is a rapidly growing company in a dynamic, complex, and controversial industry.  Against this backdrop, this critical incident invites students to consider one practice that presents its own unique set of problems: speculative ticket selling.  After critically analyzing the practice, including the legal implications, students are asked to decide: If you were in SeatGeek’s shoes, what would you do?  The intent of this critical incident is to present students a familiar, real-world scenario where the “right” choice is unclear, rather viewed from a strategic, ethical, or legal lens, and then challenging their critical thinking and ethical reasoning.  Students are invited to explore the ethical grey areas and to attempt to struggle with the issues objectively.  The issues involved have gotten much media attention, but the details are complex, and students are encouraged to do the research necessary to support their positions.  

Learning Outcomes: 

By analyzing this case, students should be able to:

1. Discern the economic value of an unfamiliar and atypical business approach.

2. Examine and classify the legal elements of a business practice.

3. Evaluate the ethicality and legality of a specific business practice in consideration of current law and the larger context.

4. Appraise the potential benefits and risks of a company’s behavior, given their unique circumstances and goals.

5. Develop strategic recommendations for a business to help them better satisfy stakeholders and serve their own strategic objectives.