Title - Tags - callumstory
When Walt Disney created a unique character that people loved (an asset), he maximised distrituion using licensing, joint ventures and other approaches. He really milked the character and took it as far as he could. His first one was Mickey Mouse. After that, Walt realised he could compound profits by creating move proprietary characters and replicate his successful approaches. This is an example of focussing on milking a winner before moving on, then duplicating the successful approaches and model. See page 130-1.
[#gross1996forbesbusinessstories]: Daniel Gross (1996): Forbes’ greatest business stories of all time, John Wiley & Sons, Inc..