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Barbie’S Success In The New Business Era: Technology, Innovation And Performance. The Mattel Case

Author

Listed:
  • Alexandra IOANID Author-Workplace-Name1: National University of Science and Technology POLITEHNICA Bucharest, Bucharest, Romania Author-Workplace-Name2: Academy of Romanian Scientists, Bucharest, Romania
  • Denisa ILIESCU

    (National University of Science and Technology POLITEHNICA Bucharest, Bucharest, Romania)

Abstract

The success of the companies is credited to their capacity to generate change, developing or implementing new systems while it is admitted that success in the production area is based on monitoring the latest technologies and their transformation into viable products, on understanding current and future customer’s needs which can be satisfied with new or improved processes and products, taking into consideration the alignment with the uniqueness of the specifications or permanent adaptation to the market conditions. Companies need a long-term vision with the purpose of covering the demand through technology and generating new needs through research and development. This paper focus is on the technology-innovation-performance triadic model which is both a novel approach and a new integrative analysis. Trying to bridge the literature gap, the article proposes a discussion exploring the possible inter-links between the three elements of the triad. The results of this endeavor are twofold encouraging: (i) by underlying the investigation the potential of the triadic model technology-innovation-performance; and (ii) by implications for business managers, in general, and (in this particular case), for managers while making strategic decisions, considering the organization level. Mattel is a leading toy manufacturer which operates on a global level but also an entertainment corporation which aims to expand the content, the consumer products and to offer unique digital experiences. The company has been founded in more than 70 years ago in the United States and is operating in 35 countries through its own stores while offering their products to the public from more than 150 countries through accredited partners or resellers. The iconic Barbie doll and the famous Hot Wheels represent two of their most valuable brands, the products under this label being a subject to constant innovations during the time and succeeding to be considered the best-selling toys of the year for two consecutive years in a row, 2020 and 2021 while also being named the top global toy property. The currents study has the purpose to analyze the connection between innovation, technology and performance by highlighting the main elements that have conducted Mattel to the astonishing success which was achieved in the last years.

Suggested Citation

  • Alexandra IOANID Author-Workplace-Name1: National University of Science and Technology POLITEHNICA Bucharest, Bucharest, Romania Author-Workplace-Name2: Academy of Romanian Scientists, Bucharest, Roma, 2023. "Barbie’S Success In The New Business Era: Technology, Innovation And Performance. The Mattel Case," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 229-240, November.
    • Handle: RePEc:aio:manmar:v:xxi:y:2023:i:2:p:229-240
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    References listed on IDEAS

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    1. Ardito, Lorenzo & Raby, Simon & Albino, Vito & Bertoldi, Bernardo, 2021. "The duality of digital and environmental orientations in the context of SMEs: Implications for innovation performance," Journal of Business Research, Elsevier, vol. 123(C), pages 44-56.
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    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups

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