What is it about?
This teaching case addresses the company as a born-again global firm, its rapid spread across Disney channels in Latin America and digital platforms, and the dilemma of turning the characters into licensable products worldwide.
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Why is it important?
The case highlights how a small animation producer deals with massive digital platforms to stream worldly.
Perspectives
The case can be explored in class to discuss asymmetric business relationships and born-global complexity.
Dr Silvio L de Vasconcellos
Associacao Escola Superior de Propaganda e Marketing
Read the Original
This page is a summary of: Boris Rufus: hotspot on screen and costs on the backyard, January 2024, Edward Elgar Publishing,
DOI: 10.4337/9781803924410.00019.
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