Strategic Management
The Disney/Marvel Marriage: Will They Live Happily Ever After?
Trying to picture the edgy, ultra-macho characters of Marvel Comics (like Spider-Man or the Hulk) teaming up with Walt Disney's fairy tale princesses and cheery spokesmouse is not an easy task. Nonetheless, Wharton faculty and entertainment analysts predict Disney's $4 billion acquisition of Marvel will overcome some major challenges and allow the company to instantly enter a key market where, as of now, it has made few inroads.
http://knowledge.wharton.upenn.edu/article/2337.cfm
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