我的購物車 (0)
我的帳號資料
我的訂單紀錄
我的學校教授
我的學校課程

[ Tips ] 一分鐘使用導覽

搜尋 
請輸入欲查詢之關鍵字
 
  進階搜尋
依主題瀏覽 
依商品類型瀏覽 
依出版日期瀏覽 
依作者瀏覽(姓) 
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
V
W
Y
Z
銷售排行榜 
 您所選取的商品項目

> Does Mattel''s Iconic Barbie Doll Need a Makeover?

商品編號: W16090
出版日期: 2016/02/29
作者姓名:
Robson, Karen;Beninger, Stefanie
商品類別: Marketing
商品規格: 10p

再版日期: 2020/02/27
地域: United States
產業: Arts, entertainment & sports;Toys
個案年度: -  

 


商品敘述:

In 2015, almost 60 years after being introduced to the market, the Barbie doll was one of the world''s most iconic toys. However, both the industry landscape and consumer preferences were changing, and Barbie was yet again in the spotlight as consumers criticized the toy for providing a narrow and unrealistic vision of how women should look, how they should dress, and the careers they should pursue. Sales and public perception of the doll were both on the downswing. Was there a place for the Barbie doll in 2015, or was this the end of the line for the iconic doll? What could Mattel, the company behind Barbie, do to turn things around? Karen Robson is affiliated with Simon Fraser University. Stefanie Beninger is affiliated with Simon Fraser Univ/Beedie School of Bus.


涵蓋領域:

Marketing;General management;Branding;Brand positioning;Social media;Society and business relations;Reputations;Brand image;Gender


相關資料:

Case Teaching Note, (W16091), 12p, by Karen Robson, Stefanie Beninger