Product details

Share this page:
Please find below the full details of the product you clicked a link to view.
Thumbnail image for 316-0075-1
Case
-
Reference no. 316-0075-1
Published by:
INSEAD (2016)
Version:
08.2016
Revision date:
29-Sep-2016
Length:
18 pages
Data source:
Published sources
Notes:
Check out the short video trailer for a quick case synopsis.
The Marvel Way

Abstract

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 CEO Peter Cuneo who 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 the business 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.

Topics

Blue Ocean Strategy; Marvel; Motion pictures; Movies; IP-based finance; Bankruptcy; Ethics; Disney
Other setting(s):
1997-2008

Access this item

casecent.re/p/133915
View our pricing guide
or to see prices.