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More than Kenough: A Winning Student Case Study About Mattel's Historic Rebrand of Barbie
Manage episode 444594560 series 1398930
Контент предоставлен Page Society. Весь контент подкастов, включая эпизоды, графику и описания подкастов, загружается и предоставляется непосредственно компанией Page Society или ее партнером по платформе подкастов. Если вы считаете, что кто-то использует вашу работу, защищенную авторским правом, без вашего разрешения, вы можете выполнить процедуру, описанную здесь https://ru.player.fm/legal.
When it came out, Barbie dominated the box office, grossing nearly $1.5 billion at the box office. But what many don't realize is the movie was part of a larger strategy, to reposition the iconic doll in the minds of consumers. The Grand Prize Winners of the 2024 Page and IPR Case Study Competition focused on how Mattel managed this effort, and what risks they encountered along the way. For this episode, we brought in the four winning authors, Rebecca Wolff, Mariela Dothe Marcial, Katrina White, and Chloe Oakes, from University of Florida, to dive deeper into their research.
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Manage episode 444594560 series 1398930
Контент предоставлен Page Society. Весь контент подкастов, включая эпизоды, графику и описания подкастов, загружается и предоставляется непосредственно компанией Page Society или ее партнером по платформе подкастов. Если вы считаете, что кто-то использует вашу работу, защищенную авторским правом, без вашего разрешения, вы можете выполнить процедуру, описанную здесь https://ru.player.fm/legal.
When it came out, Barbie dominated the box office, grossing nearly $1.5 billion at the box office. But what many don't realize is the movie was part of a larger strategy, to reposition the iconic doll in the minds of consumers. The Grand Prize Winners of the 2024 Page and IPR Case Study Competition focused on how Mattel managed this effort, and what risks they encountered along the way. For this episode, we brought in the four winning authors, Rebecca Wolff, Mariela Dothe Marcial, Katrina White, and Chloe Oakes, from University of Florida, to dive deeper into their research.
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Похожие на The New CCO
How can business help solve society’s biggest challenges? Welcome to Series 3 of Take on Tomorrow, the award-winning podcast from PwC that examines the biggest problems facing society and the role business can—and should—play in solving them. This series, we’re welcoming broadcaster and journalist Femi Oke to the show. She joins podcaster and journalist Lizzie O’Leary, and together with industry innovators, tech trailblazers and visionary leaders from around the globe, they’ll explore timely ...
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