Product details

Share this page:
Please find below the full details of the product you clicked a link to view.
Thumbnail image for C316-0075-1
Reference no. C316-0075-1
Simplified Chinese language
Published by:
INSEAD (2018)
17 pages
Data source:
Published sources
Check out the short video trailer for a quick case synopsis.
The Marvel Way


This is a simplified Chinese version. The Marvel Way: Restoring a Blue Ocean explains one of the greatest turnarounds in modern business history. This case comes with a two-part video interview with then Marvel CEO Peter Cuneo who turned around the business and launched a blue ocean. Founded in 1939, Marvel Comics initially struggled in a red ocean producing primarily me-to knock-off comic books. In the early 1960's Marvel took a blue ocean turn by focusing on non-customer college students. Marvel invented characters that were people first and superheroes second: Spider-Man, The Hulk, Iron Man, the X-Men. The business thrived. By the 1980's value extractors took over Marvel, badly misaligning value, profit, and people. In late 1996 Marvel filed for bankruptcy, a victim of red ocean management practices. New management purchased the business out of bankruptcy in 1998 but faced a daunting task: Marvel owed USD30 million in annual interest payments on a USD250 million loan, cash was so tight that they almost missed payroll, and movie rights for many of their best characters were licensed to others. First managers stabilized the business then Marvel created a new type of blue ocean that went on to produce the most profitable movie franchise in history. Just over a decade after exiting bankruptcy a debt-free Marvel sold itself to Disney for USD4.2 billion. The case comes with an exclusive two-part video interview with CEO Peter Cuneo and lecture slides for educators (link in ‘Extra information’ section).


Bankruptcy; Business ethics; Blue Ocean Strategy; Strategy; Film; Television; Turnaround; Carl Icahn; Ike Perlmutter; Disney; Comic books; Movies; Superheroes; X-Men; Marvel
Other setting(s):

Access this item
View our pricing guide
or to see prices.

Reviews & usage