A publisher with a history of aiming at ignored or underserved markets is about to launch a series of micro e-books whose central character, El Diablo, is a gangster with a flamboyant lifestyle. The target audience is young men of the inner city. A prominent member of the Institute for African-Americans in the Media objects--loudly. The publisher's head of marketing and new product development must decide whether projected profits from the series outweigh the likely backlash and possible risk to the company's reputation. Expert commentary comes from John Morayniss, CEO of Entertainment One Television, and Michelle Rice, executive vice president of affiliate sales and marketing at TV One. This HBR Case Study includes both the case and the commentary. For teaching purposes, this Reprint is also available in two other versions: case study-only, reprint R1501X, and commentary-only, R1501Z.

【書誌情報】

ページ数：7ページ

サイズ：A4

商品番号：HBSP-R1501K

発行日：2015/1/1

登録日：2015/1/14