Munich Personal RePEc Archive

Podnikateľský model ako nástroj strategického manažmentu na príklade spoločnosti Marvel entertainment

Misunova Hudakova, Ivana and Misun, Juraj (2013): Podnikateľský model ako nástroj strategického manažmentu na príklade spoločnosti Marvel entertainment. Published in: Ekonomika a manažment , Vol. 10, No. 2 (2013): pp. 64-82.

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Abstract

In December 2009 the media group Disney completed the takeover of Marvel Entertainment, which belongs to the largest comic book publishers in the world. The transaction significantly changed the two companies, as well as the movie industry. Disney greatly expanded its child target group, which consisted mostly of young girls so far, when with the takeover of Marvel it began to target also boys. A huge competitive advantage in the turbulent, complex and dynamic business environment for Marvel is and will be the distribution network of Disney and a free entrance card to the Disney Parks Resorts. The aim of this paper is to examine the business model under the concept of Canvas in the company Marvel and to make a prediction of the development of this company in one of the largest media conglomerates in the world.

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