How Mattel’s Barbie Lost the War against the Bratz Doll
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Read the case study, How Mattel's Barbie Lost the War against the Bratz Doll, on pages 361-362 in the course textbook, and compose a persuasive 500-700 word essay that includes the following:
1) Explain why Mattel's managers were able to slowly change decision making over time and what kinds of cognitive errors contributed.
2) Explain and comment on any factors related to organizational culture and innovation within Mattel's setting that might have influenced the company in a more positive direction.
Paper should be 500-700 words in length. Cite Chapters 12 and 13 of your textbook. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying in-text citations in the proper APA format.
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How Mattel's Barbie Lost the War against the Bratz Doll is determined.
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https://www.techdirt.com/articles/20121019/17344420768/its-finally-over-8-years-mattel-vs-bratz-no-ones-getting-paid-lawyers.shtml
https://soratothamax.wordpress.com/2015/07/24/bratz-are-back-2015/
1) Explain why Mattel's managers were able to slowly change decision making over time and what kinds of cognitive errors contributed.
First and foremost, Mattel only changed briefly because it was quintessentially forced to change after MGA and its Bratz line of dolls became the first actual challenge to Mattel's dominance of the doll market in the company's history. Because Mattel had routinely shunned the notion that it should be more inclusive and culturally diverse with its dolls, when Bratz initially entered the market, there was not much concern from Mattel as many other companies had attempted to enter the doll market, but none had ever even came remotely close to taking any market share from Mattel's barbie line. This all changed with Bratz, which was more hip, culturally aware and inclusive, and ...
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