In: Business and Management

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The Marvel case presents two very clear issues faced by the company.
- Should Marvel expand the use of their library of characters, or stick with the characters they know to have been successful in past ventures? - How long can these proven-successful characters continue to capture the interest of the public enough to turn a meaningful profit?
- Should Marvel expand their business model to include more capital-intensive ventures? - For example, Marvel’s characters are in movies, but Marvel does not produce these movies beyond screenplay contribution In 2009, Walt Disney Company acquired Marvel Enterprises for $4 billion. This business transaction answers the first question: Should Marvel expand the use of it’s library of characters? Yes, it should. The deal with Disney allows Marvel to take this chance with a near guarantee of success. Disney has proven time and again their ability to expand content via creative design and licensing. Marvel offers Disney an entirely new portfolio of characters (already successful due to the booming comic book/graphic novel industry Marvel built) upon which to apply it’s creative genius. Disney essentially acquired a “blank” canvas with 5000+ existing characters and story lines. With the help of Disney’s creative minds and knowledge of past successes/failures, the appropriate Marvel characters will be brought to life in the movie and toy industries, and will likely experience great success. This merger seems to be a mutually-beneficial decision, and also offers an answer to the second question presented in the Marvel case study. From the fantasy world perspective that defines Walt Disney, an endless book of opportunities for creative production has been presented to them. From the “Marvel Universe” that Marvel has created, they can now leverage the technological expertise of Disney in support of their…...

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