Product details

The 'Rainbow' case tells the story of Rainbow from its foundation in 1994 to the present day, through the development of its commercial products, the animated TV series, and the broadening of its product portfolio with collateral products (licensed products, musicals, events, movie productions). Rainbow was founded in an Italian district territory, Loreto, in the Marche region, located on the eastern coast of central Italy. Despite its globalisation, Rainbow has maintained the organisational and entrepreneurial culture of a non-metropolitan Italian reality: great social responsibility towards its territory, flexibility and speed of decision making, with the entrepreneur displaying a quite autocratic and centralising management style. The case analyses the dimensional and strategic growth of the company in about 20 years, in which the market has become globalised and the competitive moves are influenced by the actions of big TV and movie giants. Despite being small, Rainbow managed to play a main role in this arena. The case tells the story of Rainbow up to the end of 2017, when the listing on the stock exchange and the new entrepreneurial opportunities would require a more refined governance and a different organisational structure.