The World Triathlon Corporation (WTC) as a new company could not make much headw

Question

The World Triathlon Corporation (WTC) as a new company could not make much headway. So they used an innovative business model to popularise themselves. They used the popular Ironman brand to attract more people towards the ancient marathon.

Also to adapt themselves to changing consumer tastes and preferences, the converted the 140.6 mile ironman to a 70.3 mile half-marathon. This allowed the to earn a huge popularity among the youth and helped establish themselves as a sporty / athletic brand. WTC has used Ironman as a Brand and a Product, much like the Coca Cola company which has used Fanta and Sprite both as independent brands and products.

Explanation / Answer

Identify the type of Ebusiness model WTC is using for the Ironman (ironman.com) and explain why it has been so successful.

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