The chief executive officer of Oy Moomin Characters Ltd. (Oy Moomin) had dramatically increased revenues since he joined the firm, but breaking into the major markets of the world, including the United States, was proving to be quite difficult. The firm’s long-standing relationship with its master agent, Bull’s Press of Sweden, had given the firm a dominant presence in the Nordic region and Japan but little presence elsewhere. He must consider his options for sustaining the growth of the firm, which involves developing a strategy for the character licensing industry, understanding sources of sustainable value creation, and adapting to the demands of a global marketplace.
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