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The Resource "Monica and Friends" : the challenge to internationalize, Maria Luiza Carvalho de Aguillar Pinho, (Pontifica Universidade Cat�olica do Rio de Janeiro, Rio de Janeiro, Brazil) [and three others]

"Monica and Friends" : the challenge to internationalize, Maria Luiza Carvalho de Aguillar Pinho, (Pontifica Universidade Cat�olica do Rio de Janeiro, Rio de Janeiro, Brazil) [and three others]

Creator
Author
Contributor
Summary
This case examines the trajectory of a pioneering company in the comic book and animation industries, and in the licensing of trademarks in Brazil. Mauricio de Sousa Productions was founded in 1959 and is considered to be one of the most successful cultural producers in the country. According to a leading Brazilian public opinion research agency, 97 per cent of Brazilian children and 96 per cent of their parents are familiar with the Monica and Friends characters. As one of the main players in the publishing market, with 86 per cent of market share, Mauricio de Sousa Productions has a product portfolio that goes beyond Monica and Friends comic strips: the company's show on the Cartoon Network ranks third in audience viewing in the country and the company has produced animated movies, books, shows and games. However, despite its experience in publishing comic books in several countries, Mauricio de Sousa Productions (MSP)'s worldwide operations have not been as profitable and sustainable as expected. Aiming at expanding its global presence, MSP's top management decided in 2014 to review the company's internationalization strategy and operations to enhance the firm's performance
Language
eng
Work
Publication
Extent
1 online resource (7 pages)
Note
  • The case highlights the key factors facing firms when expanding from an emerging markets. Students are expected to discuss and evaluate options, thus developing their knowledge and decision processes related to family-owned business challenges and opportunities, international market selection theories and international market entry mode. Developing strategies to face challenges as those presented by competitors such as Disney should bring opportunities to students to think outside models and weigh risks. Finally, the case gives students opportunity to base their decision processes and evaluations on logistics problems as well as psychic and cultural distances. It also compels the students to appreciate the various challenges involved in exploiting international market with animation content and intellectual properties as a service
  • Company presentation to use in the discussion introduction can be found in: www.monicaandfriends.com/content/video.php
  • Includes index
Instance
Label
"Monica and Friends" : the challenge to internationalize
Title
"Monica and Friends"
Title remainder
the challenge to internationalize
Statement of responsibility
Maria Luiza Carvalho de Aguillar Pinho, (Pontifica Universidade Cat�olica do Rio de Janeiro, Rio de Janeiro, Brazil) [and three others]
Creator
Contributor
Author
Subject
Genre
Language
eng
Summary
This case examines the trajectory of a pioneering company in the comic book and animation industries, and in the licensing of trademarks in Brazil. Mauricio de Sousa Productions was founded in 1959 and is considered to be one of the most successful cultural producers in the country. According to a leading Brazilian public opinion research agency, 97 per cent of Brazilian children and 96 per cent of their parents are familiar with the Monica and Friends characters. As one of the main players in the publishing market, with 86 per cent of market share, Mauricio de Sousa Productions has a product portfolio that goes beyond Monica and Friends comic strips: the company's show on the Cartoon Network ranks third in audience viewing in the country and the company has produced animated movies, books, shows and games. However, despite its experience in publishing comic books in several countries, Mauricio de Sousa Productions (MSP)'s worldwide operations have not been as profitable and sustainable as expected. Aiming at expanding its global presence, MSP's top management decided in 2014 to review the company's internationalization strategy and operations to enhance the firm's performance
Member of
Cataloging source
UtOrBLW
http://library.link/vocab/creatorName
de Aguillar Pinho, Maria Luiza Carvalho
Dewey number
658.049
Illustrations
illustrations
Index
index present
Intended audience
The case is recommended for undergraduate and graduate courses in the fields of international business and international marketing. The aim is to show students the problems that a family business in the animation industry faces while growing and internationalizing. Specifically, the case discusses the entry mode selection and market selection challenges faced by an emerging market company in the comic book and animation industry to operate overseas and compete with entertainment giants such as Disney and DC Comics. The case enables the instructor to discuss international market selection theories and evaluate entry modes. For graduate students, the international market selection can be further developed by using more robust concepts such as psychic and cultural distance
LC call number
HD62.4
LC item number
.D43 2017
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • da Rocha, Angela Maria Cavalcanti
  • de Aguillar Pinho, Celso Roberto
  • Giovannini, Cristiane Junqueira
http://library.link/vocab/subjectName
  • International business enterprises
  • International business enterprises
Label
"Monica and Friends" : the challenge to internationalize, Maria Luiza Carvalho de Aguillar Pinho, (Pontifica Universidade Cat�olica do Rio de Janeiro, Rio de Janeiro, Brazil) [and three others]
Instantiates
Publication
Copyright
Note
  • The case highlights the key factors facing firms when expanding from an emerging markets. Students are expected to discuss and evaluate options, thus developing their knowledge and decision processes related to family-owned business challenges and opportunities, international market selection theories and international market entry mode. Developing strategies to face challenges as those presented by competitors such as Disney should bring opportunities to students to think outside models and weigh risks. Finally, the case gives students opportunity to base their decision processes and evaluations on logistics problems as well as psychic and cultural distances. It also compels the students to appreciate the various challenges involved in exploiting international market with animation content and intellectual properties as a service
  • Company presentation to use in the discussion introduction can be found in: www.monicaandfriends.com/content/video.php
  • Includes index
Bibliography note
Includes bibliographical references
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
emerald28
Dimensions
unknown
Extent
1 online resource (7 pages)
Form of item
online
Issn
2045-0621
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
26 illustrations.
Specific material designation
remote
Label
"Monica and Friends" : the challenge to internationalize, Maria Luiza Carvalho de Aguillar Pinho, (Pontifica Universidade Cat�olica do Rio de Janeiro, Rio de Janeiro, Brazil) [and three others]
Publication
Copyright
Note
  • The case highlights the key factors facing firms when expanding from an emerging markets. Students are expected to discuss and evaluate options, thus developing their knowledge and decision processes related to family-owned business challenges and opportunities, international market selection theories and international market entry mode. Developing strategies to face challenges as those presented by competitors such as Disney should bring opportunities to students to think outside models and weigh risks. Finally, the case gives students opportunity to base their decision processes and evaluations on logistics problems as well as psychic and cultural distances. It also compels the students to appreciate the various challenges involved in exploiting international market with animation content and intellectual properties as a service
  • Company presentation to use in the discussion introduction can be found in: www.monicaandfriends.com/content/video.php
  • Includes index
Bibliography note
Includes bibliographical references
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
emerald28
Dimensions
unknown
Extent
1 online resource (7 pages)
Form of item
online
Issn
2045-0621
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
26 illustrations.
Specific material designation
remote

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