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Hƶrwick drew on these opportunities in his talk. Over a period of 35 years, he had built up FC Bayernās media operations ā from a press office into a globally active sports organisation with a highly professional media production department. He explained to the future (media) leaders at HSMW how to build successful teams and what principles must be observed to achieve peak performance. However, he did not refer to himself in the process. Instead, he explained to the students which managers at FC Bayern had been successful and why ā and what the reasons were for othersā failures.
