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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
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