
Category winner: The Marvel Way: Restoring a Blue Ocean
The case |
![]() Who – the protagonistWhat?Marvel is the hugely popular comic and film franchise, which has produced the likes of Spiderman, X-Men and The Avengers and four of the all-time top-ten US grossing movies. Why?This case looks at how Marvel went from a roaring success in its early years, to filing for bankruptcy in the 90s, and then returning to its glory days in the 21st Century with its blue ocean strategic pivot, Marvel Studios.
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The Marvel Way: Restoring a Blue Ocean |
The authors |
W Chan Kim, Renée Mauborgne and Michael OlenickChan, Renée and Michael discuss students’ love of Marvel, gaining key access to their executives and their case writing tips. Turning Marvel aroundThe authors said: “It is rewarding and an honor to learn our Marvel case has been so well received by professors, students, and executives. It’s thrilling to see the strong response to the theme of the case – how a company’s strategy can turnaround even the most challenged business.
Making the case funThe authors commented: “This case is fun to read, combining deep pedagogical value and strong narrative. It illustrates how a business students know and love, Marvel, used differentiation and low-cost in real life. Plus, it’s a fun and interesting story: the fight for Marvel, complete with heroes and villains. “There are first-hand interviews with Marvel executives. Enticing students to do their homework can be challenging but professors tell us students consistently read this case and many even circulate it to friends and roommates for pleasure reading.”
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