"Monica and Friends" : the challenge to internationalize

Resource Information

The work "Monica and Friends" : the challenge to internationalize represents a distinct intellectual or artistic creation found in University of Liverpool. This resource is a combination of several types including: Work, Language Material, Books.

Label

"Monica and Friends" : the challenge to internationalize

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

• de Aguillar Pinho, Maria Luiza Carvalho

Contributor

• da Rocha, Angela Maria Cavalcanti
• Giovannini, Cristiane Junqueira
• de Aguillar Pinho, Celso Roberto

Author

• Giovannini, Cristiane Junqueira
• de Aguillar Pinho, Maria Luiza Carvalho
• da Rocha, Angela Maria Cavalcanti
• de Aguillar Pinho, Celso Roberto

Subject

• International business enterprises -- Management -- Case studies
• International business enterprises -- Marketing -- Case studies

Genre

• Case studies

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

• Online access with purchase: Emerald Emerging Markets Case Studies
• Emerald emerging markets case studies, volume 7, issue 2

Cataloging source

UtOrBLW

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