License to Overkill (HBR Case Study and Commentary)  

Oleh:

Nunes, Paul F. ; McCracken, Grant ; Soden, Jack ; Rothwell, Timothy ; Griffith, Bill

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 80 no. 12 (2002), page 29-39.
Topik: LICENSES; HBR case discussions; licensing; market entry; market positioning; market selection

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.19 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Sheldon Bloomfield, senior vice - president of character properties for Multi - Media Worldwide, has a hit with Baby Ruby. Originally a children's book character, Ruby has become the fastest growing kids' show on television. In fact, Bloomfield's starting to wonder whether Baby Ruby is his evergreen property - the one that will generate licensing income for years to come. Bloomfield has many offers on the table, including one from the nation's leading fast-food franchiser to make Baby Ruby its next kids' meal tie - in. But the fact is, no one wants to risk making a big financial commitment to a relatively new property, and most of the companies are demanding exclusives - which would eat away at Bloomfield's profits even more. The pressure is on. If Bloomfield doesn't make these deals, he may not get another chance. But if he does make the deals, and Baby Ruby ends up on everything from T - shirts to collectible spoons, the public may lose all interest in her. In R0212A and R0212Z, commentators Grant McCracken, a visiting scholar at McGill University and the author of Culture and Consumption ; Jack Soden, CEO of Elvis Presley Enterprises ; Timothy Rothwell, a senior vice - president of Universal Studios Consumer Products Group ; and Bill Griffith, creator of the comic strip Zippy the Pinhead, offer their advice in this fictional case study.

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