TY - JOUR

T1 - Look out Mickey Mouse, The Russian Smeshariki are going to the market

AU - Gladkikh, I.V.

AU - Starov, S.A.

AU - Desmarais, E.

AU - Meirovich, G.

N1 - Gladkikh, I.V. Look out Mickey Mouse, The Russian Smeshariki are going to the market / I. V. Gladkikh, S. A. Starov, E. Desmarais, G. Meirovich // The Case Journal. - 2011. - Volume 7, № 2. - P. 12-34.

PY - 2011

Y1 - 2011

N2 - The case describes the popular Russian children’s animated TV series named the Smeshariki, its parent company (Marmelad), the domestic animation industry, and the principal international rivals and their respective animated products and/or services. The series’ success led to the organic growth of vertically and horizontally related business units. Marmelad’s business units’ scope included producing more than 200, six and one-half minute episodes of the Smeshariki, branded children's products (e.g. educational games), granting licenses to manufacturers, establishing a network of kindergartens, and licensing the Smeshariki animated series to exhibitors in international markets. Key issues the company faces include: brand management for the Smeshariki and Marmelad, domestic and international competition in the Russian animation industry, and the need for professional management. The case provides instructors with a range of options including a holistic marketing case, or one that concentrates on focused marketi

AB - The case describes the popular Russian children’s animated TV series named the Smeshariki, its parent company (Marmelad), the domestic animation industry, and the principal international rivals and their respective animated products and/or services. The series’ success led to the organic growth of vertically and horizontally related business units. Marmelad’s business units’ scope included producing more than 200, six and one-half minute episodes of the Smeshariki, branded children's products (e.g. educational games), granting licenses to manufacturers, establishing a network of kindergartens, and licensing the Smeshariki animated series to exhibitors in international markets. Key issues the company faces include: brand management for the Smeshariki and Marmelad, domestic and international competition in the Russian animation industry, and the need for professional management. The case provides instructors with a range of options including a holistic marketing case, or one that concentrates on focused marketi

KW - РИНЦ

KW - РИНЦ

M3 - Article

VL - 7

SP - 12

EP - 34

JO - Cases Journal

JF - Cases Journal

SN - 1757-1626

IS - 2

ER -