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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYWhat’sthebestLicensetoOverkillstrategyforBabyRuby?byPaulF.NunesFourcommentatorsoffer•expertadvice.ReprintR0212AWhenaproperty’shot,you’vegottomovefast—andBabyRubyissizzling.Butwilloverexposurecoolthepublic’sadorationoft
2、hislovable,lucrativecharacter?HBRCASESTUDYLicensetoOverkillbyPaulF.Nunes“Bill,it’sSheldon.You’vegotRuby!”mealtie-in.AfterfinallyapprovingthetermsofSittingbythepoolofhisHollywoodHillsQ&G’smostrecentoffer,Sheldonwashopinghome,Sheldonpausedforeffect.Although
3、ittohearsomeexcitementinBill’svoice.was8:30aminChicago,itwasstillonly6:30“That’sgreatnews,”Billreplied,withhereinLosAngeles—alittleearly,hefelt,tobeguardedenthusiasm.“Doesthismeanshegotnearlyshoutingintothephone.thethree-moviedeal?”“Theyallwantedher,butI
4、saidyouhadtoSheldontriedtokeepthepauseshortwhilehaveher.She’sgoingtobebig!Notlikeany-hefashionedhisresponse.“Notexactly,Bill.thingyou’veeverseen.She’sgotlegs;thisisjustJustone—butthestudiowon’tdoitwithoutthebeginning.”theoptionfortwomore.They’rereallyexc
5、ited.SheldonBloomfield,seniorvicepresidentofTheyknowshe’sgoingtobebiggerthanKingcharacterpropertiesforMulti-MediaWorld-LizardsorGooeyPeople.”wide,wasdeliveringthenewsoftheimpendingThatwasn’twhatBillwantedtohear,andlicensingdealwithQuick&GoodBurgertotheShe
6、ldonknewit.Hesitationonthestudio’spartfast-foodgiant’svicepresidentofpromotionscouldmeanonlyonething:concernabouttheandlicensing,BillWestman.Q&G’skids’meallongevityofBabyRuby’sappeal.Theleadingpromotionwasthedealtogetinrestauranttie-fast-foodfranchisingc
7、hain,Quick&Goodhadins.SheldonandBillhadbeenworkingonitfornointerestinassociatingwithfly-by-nightfadsmonths,tryingtomakeplushtoysofMMW’sorlow-profilecharacters.Q&G’ssizewasproperty,BabyRuby—thefastest-growingchil-enoughtosecureitthebestpropertiesfromthedren
8、’sshowontelevision—thenextbigkids’toplicensersintheworld,wheneveritcameOPYRIGHT©2002HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.ALLRIGHTSRESERVED.CHBR’scases,whicharefictional,presentcommonmanagerialdilemmasandofferconcretes
