Does Mattel's Iconic Barbie Doll Need a Makeover?
商品編號：9B16A005
出版日期：2016/02/29
再版日期：2016/02/29
商品來源：Ivey
商品主題：Marketing
商品類型：Case (Pub Mat)
涵蓋議題：General management, branding, positioning, social media, marketing and society, brand reputation, gender marketing
難易度：4 - Undergraduate/MBA
內容長度：10 頁
地域：USA
產業：Arts; Entertainment; Sports and Recreation;
事件年度：2015
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?
教學手冊：8B16A005;
補充材料：
|