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Case
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Reference no. SCG-568
Subject category: Entrepreneurship
Authors: Valeria Giacomin (USC Marshall School of Business, University of Southern California); Christina Lubinski (USC Marshall School of Business, University of Southern California)
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2020
Version: June 7, 2024
Revision date: 19-Jun-2024
Length: 13 pages
Data source: Published sources
Topics: Business history; History of capitalism; Start-up; Creativity; Managing creativity & innovation
Share a link: https://casecent.re/p/169264
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Abstract

The case details the entrepreneurial journey of Ruth Handler (1916-2002), one of the most well-known female entrepreneurs in the post-war United States. She founded the toy company Mattel with her husband Elliot, and together they developed it into a global multinational after launching the iconic Barbie doll in the 1960s. The case traces Ruth's process of entrepreneurial imagination from the conception of the idea for Barbie to pursuing it entrepreneurially, with long-term disruptive consequences for the toy industry. The case explores the process of entrepreneurial imagination in several stages and helps students think through their own process of finding and pursuing unrealized opportunities.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Time period

The events covered by this case took place in 1930s-1990s.

Geographical setting

Region:
Americas
Country:
United States
Location:
Los Angeles, CA

Featured company

Mattel
Industry:
Toys

Featured protagonists

  • Ruth Handler (female)
  • Elliot Handler (male)
Teaching note
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Reference no. SCG-868
Subject category: Entrepreneurship
Authors: Valeria Giacomin (USC Marshall School of Business, University of Southern California); Christina Lubinski (USC Marshall School of Business, University of Southern California)
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2020
Version: April 1, 2020
Length: 18 pages
Data source: Published sources
View full details

About

Abstract

The case details the entrepreneurial journey of Ruth Handler (1916-2002), one of the most well-known female entrepreneurs in the post-war United States. She founded the toy company Mattel with her husband Elliot, and together they developed it into a global multinational after launching the iconic Barbie doll in the 1960s. The case traces Ruth's process of entrepreneurial imagination from the conception of the idea for Barbie to pursuing it entrepreneurially, with long-term disruptive consequences for the toy industry. The case explores the process of entrepreneurial imagination in several stages and helps students think through their own process of finding and pursuing unrealized opportunities.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Time period

The events covered by this case took place in 1930s-1990s.

Geographical setting

Region:
Americas
Country:
United States
Location:
Los Angeles, CA

Featured company

Mattel
Industry:
Toys

Featured protagonists

  • Ruth Handler (female)
  • Elliot Handler (male)

Related

Teaching note
-
Reference no. SCG-868
Subject category: Entrepreneurship
Authors: Valeria Giacomin (USC Marshall School of Business, University of Southern California); Christina Lubinski (USC Marshall School of Business, University of Southern California)
Published by: USC-Marshall/Lloyd Greif Center for Entrepreneurial Studies
Originally published in: 2020
Version: April 1, 2020
Length: 18 pages
Data source: Published sources
View full details
Extra information