Strategy Formulation Essay

13168 Words Jan 28th, 2014 53 Pages
Globalization Versus Normative Policy: A Case Study on the Failure of the Barbie Doll in the Indian Market
Priti Nemani*
INTRODUCTION .......................................................................................... 97 I. GLOBALIZATION AND THE MULTINATIONAL ........................................ 99 A. Globalization Defined ................................................................ 99 1. The Key to the Kingdom: The Globalized Brand ............. 100 B. Barbie in the Global Economy ................................................. 102 1. Barbie‘s History................................................................. 102 2. Corporate Philosophy and Marketing Strategies behind Barbie
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University of Michigan, 2009. Many thanks to Professor Elvia R. Arriola for teaching the wonderful and stimulating course that led to this article- Gender, Law, and the Global Economy, as well for her unending guidance and brilliant insights into the topic. I would like to thank Professor Christopher T. Hines for his continually invaluable mentorship and for allowing me to participate in his scholarship. Many thanks to Professor Theresa A. Clark-Arado for her support in learning how to research this topic. I would also like to thank to my parents, Dr. Sajjan and Manisha Nemani, and to my siblings for their valuable perspectives on the Indian economy and for their love and wisdom. I am also unspeakably grateful to Gerald Francis Connor for continually providing me with the love, support, and feedback needed to complete this paper.

2011]

Nemani

97

INTRODUCTION Barbie was born in Germany in the 1950s as an adult collector's item. Over the years, Mattel transformed her from a doll that resembled a "German street walker," as she originally appeared, into a glamorous, long-legged blonde. Barbie has been labeled both the ideal American woman and a bimbo. She has survived attacks both psychic (from feminists critical of her fictitious figure) and physical (more than 500 professional makeovers). She remains a symbol of American girlhood, a public figure who graces the aisles of toy stores throughout the country and beyond. With Barbie, Mattel created not just a

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