As a sporting event with an opening ceremony featuring a parade of athletes, performers and even farmyard animals it is, admittedly, not easy to see what businesses can learn from the Olympic Games.
But business professors say Olympiad XXX, which starts today in London, holds a number of lessons - particularly to do with pricing.
"If the promoter of a sports event was to do something that wasn't seen to be fair, people would talk about it very quickly, so sports events organisers had to think about the public reaction much more quickly than firms typically would have done," says Marco Bertini, the assistant professor of marketing at London Business School.
And if a company's pricing is not seen as fair, it puts off customers, he says.
"Inherently what it does is create a conflict with the consumer."
Businesses are missing the opportunity to communicate better with their customers to understand what they want, which would in turn boost business.
It is something the organisers of the London Olympics have been aware of. And companies could emulate their approach by following five principles.
1 Think about pricing in a more relational way. Organisers of the Olympics have achieved this in a number of ways, including introducing a scheme that allowed teenagers under the age of 19 to pay their age for a ticket, while there were also discounts for older people .
2 Think about pricing in a more proactive way. Companies sometimes react badly to market conditions, such as the retailers in the Emirates who have been caught illegally raising food prices during Ramadan. This type of approach angers customers, says Mr Bertini. Organisers of the Olympics made sure public transport was free for ticket holders in London and some outlying areas, thereby helping to solve congestion in the capital, too.
3 Be flexible with pricing. The London Olympics team has done this by introducing five different prices for each event, where usually there are only three ."It's a very simple thing but just by having five you can stretch out the appeal of that particular event and catch more people," says Mr Bertini.
4 Be transparent. Olympic organisers ran an email campaign in 2009 that gave information about how the balloting for tickets would take place and they have been generally good at using email to communicate with people, says Mr Bertini. "I think the lesson for business is ... transparency is a good thing to think about because it forces you to improve. It shows you that you have nothing to hide," he adds.
5 Manage market standards for fairness. The London Games organisers conducted research to see what people wanted and one thing was clear: to attend the opening ceremony and to pay no more than £20 (Dh113.75) for it, which was "a completely unrealistic expectation" says Mr Bertini. In the end, a select number of seats were made available at that price. Businesses facing similar dilemmas should explain the constraints on a company and reasons behind their decisions, he says.
"If you follow these five principles, customers are more likely to understand what you want to do. They are more likely to empathise with your business and your current situation.
"They might want to share more information and you can create more value together," he says.
And that is something the London team is also striving to do.
When the spectacle rolls out of town in three weeks' time the Games will leave behind a legacy. The Olympic Village will be transformed into more than 2,800 homes, almost 1,400 of which will be affordable homes for sale and rent.
"London will be left with this great development, a sustainable development and a completely new and revitalised area that was built on sustainable principles," says Ioannis Ioannou, the assistant professor of strategy and entrepreneurship at London Business School.
All in all, then, a gold for Britain's efforts so far.
gduncan@thenational.ae
COMPANY PROFILE
Founders: Alhaan Ahmed, Alyina Ahmed and Maximo Tettamanzi
Total funding: Self funded
The specs: 2018 Ford Mustang GT
Price, base / as tested: Dh204,750 / Dh241,500
Engine: 5.0-litre V8
Gearbox: 10-speed automatic
Power: 460hp @ 7,000rpm
Torque: 569Nm @ 4,600rpm
Fuel economy, combined: 10.3L / 100km
The Penguin
Starring: Colin Farrell, Cristin Milioti, Rhenzy Feliz
Creator: Lauren LeFranc
Rating: 4/5
SPECS
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COMPANY PROFILE
Initial investment: Undisclosed
Investment stage: Series A
Investors: Core42
Current number of staff: 47
Company%20profile
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ENGLAND SQUAD
Goalkeepers: Jack Butland, Jordan Pickford, Nick Pope
Defenders: John Stones, Harry Maguire, Phil Jones, Kyle Walker, Kieran Trippier, Gary Cahill, Ashley Young, Danny Rose, Trent Alexander-Arnold
Midfielders: Eric Dier, Jordan Henderson, Dele Alli, Jesse Lingard, Raheem Sterling, Ruben Loftus-Cheek, Fabian Delph
Forwards: Harry Kane, Jamie Vardy, Marcus Rashford, Danny Welbeck
Jumanji: The Next Level
Director: Jake Kasdan
Stars: Dwayne Johnson, Kevin Hart, Karen Gillan, Jack Black, Nick Jonas
Two out of five stars
How the bonus system works
The two riders are among several riders in the UAE to receive the top payment of £10,000 under the Thank You Fund of £16 million (Dh80m), which was announced in conjunction with Deliveroo's £8 billion (Dh40bn) stock market listing earlier this year.
The £10,000 (Dh50,000) payment is made to those riders who have completed the highest number of orders in each market.
There are also riders who will receive payments of £1,000 (Dh5,000) and £500 (Dh2,500).
All riders who have worked with Deliveroo for at least one year and completed 2,000 orders will receive £200 (Dh1,000), the company said when it announced the scheme.
The%20Beekeeper
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Results
1. Lewis Hamilton (Mercedes) 1hr 32mins 03.897sec
2. Max Verstappen (Red Bull-Honda) at 0.745s
3. Valtteri Bottas (Mercedes) 37.383s
4. Lando Norris (McLaren) 46.466s
5.Sergio Perez (Red Bull-Honda) 52.047s
6. Charles Leclerc (Ferrari) 59.090s
7. Daniel Ricciardo (McLaren) 1:06.004
8. Carlos Sainz Jr (Ferrari) 1:07.100
9. Yuki Tsunoda (AlphaTauri-Honda) 1:25.692
10. Lance Stroll (Aston Martin-Mercedes) 1:26.713,
COMPANY PROFILE
Name: Almnssa
Started: August 2020
Founder: Areej Selmi
Based: Gaza
Sectors: Internet, e-commerce
Investments: Grants/private funding
Joker: Folie a Deux
Starring: Joaquin Phoenix, Lady Gaga, Brendan Gleeson
Director: Todd Phillips
Rating: 2/5
Infobox
Western Region Asia Cup Qualifier, Al Amerat, Oman
The two finalists advance to the next stage of qualifying, in Malaysia in August
Results
UAE beat Iran by 10 wickets
Kuwait beat Saudi Arabia by eight wickets
Oman beat Bahrain by nine wickets
Qatar beat Maldives by 106 runs
Monday fixtures
UAE v Kuwait, Iran v Saudi Arabia, Oman v Qatar, Maldives v Bahrain
THE SPECS
Engine: 1.5-litre
Transmission: 6-speed automatic
Power: 110 horsepower
Torque: 147Nm
Price: From Dh59,700
On sale: now
The specs: 2018 Volkswagen Teramont
Price, base / as tested Dh137,000 / Dh189,950
Engine 3.6-litre V6
Gearbox Eight-speed automatic
Power 280hp @ 6,200rpm
Torque 360Nm @ 2,750rpm
Fuel economy, combined 11.7L / 100km
Company%20Profile
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THE DETAILS
Director: Milan Jhaveri
Producer: Emmay Entertainment and T-Series
Cast: John Abraham, Manoj Bajpayee
Rating: 2/5
COMPANY%20PROFILE
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Switching%20sides
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COMPANY%20PROFILE
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The specs
Engine: 77.4kW all-wheel-drive dual motor
Power: 320bhp
Torque: 605Nm
Transmission: Single-speed automatic
Price: From Dh219,000
On sale: Now