Why did the Chivas USA experiment fail? An insider's perspective

Chivas USA proved to be a failure in cross-border marketing and branding, and is a franchise that MLS is looking to rectify and relaunch in Los Angeles.
Alex Gallardo/AP

Keegan Pierce (@KeeganPierce), MBA, was the communications director for Chivas USA from 2004-2009. He now works for ESADE Business School in Barcelona, Spain.

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