search query: @indexterm television industry / total: 201
reference: 28 / 201
| Author: | Nunes, P.F. |
| Title: | HBR case study: License to overkill |
| Journal: | Harvard Business Review
2002 : DEC, VOL. 80:12, p. 29-32, 34-37 |
| Index terms: | Marketing Communication Television industry Strategy Children Brands Licensing Products Case studies USA |
| Language: | eng |
| Abstract: | When a property is hot, you've to move fast. Originally a children's book character, Ruby has become the fastest growing kids' show on television. Will over-exposure cool the public's adoration of this character? In the fictional case study, commentators also offer their advice on whether Bloomfield can ensure that Baby Ruby becomes more than just the fast-food flavour of the month. |
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