An interpretation of aspects of the highly successful strategy deployed by Mattel CEO Ynon Kreiz through the lens of the Strategic Management Institutes concept of Third Wave Strategy. Although Kreiz deployed conventional restructuring aspects of performance improvement he also took the company out of the doldrums of toy manufacturing - to make Mattel a key player in the multifaceted media industry. Originally analysts had very low expectations, a Barbie doll is just a doll isn't it? Kreiz had other ideas.
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