Publications
Publications
- November 2001 (Revised February 2002)
- HBS Case Collection
Midway: Licensing, Distributing and Building Brands in China
Abstract
Midway has built its business as a Chinese licensee of Western brands, principally Disney. It is now considering whether to develop its own brands and whether its core business is distribution or brand marketing.
Keywords
Citation
Arnold, David J. "Midway: Licensing, Distributing and Building Brands in China." Harvard Business School Case 502-032, November 2001. (Revised February 2002.)