Curry's PC World: How an underdog won the 2014 football World Cup by changing the playing field

This case study explains how Currys PC World, the UK electronics retailer, used insights about relationships to make the most of the FIFA World Cup without being an official sponsor.

Curry's PC World: How an underdog won the 2014 football World Cup by changing the playing field

A game we couldn't afford to lose

Following the demise of Comet in 2012, and the departure of Best Buy from the UK - Currys PC World is the last remaining specialist electronics retailer left on Britain's high street.

On the face of it that may seem like an enviable position to be in – a practical sector monopoly. But, in reality, over the last five years our competition has grown, not diminished. Competition has increasingly come from non-specialist retailers - including department...

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