Marvel Comics: From Stan Lee to Mickey

by: Scott Moore

Publication Date: March 15, 2010
Length: 12 pages
Product ID#: 1-429-053

Core Disciplines: Marketing/Sales, Strategy & Management

Partner Collection:

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Teaching Note

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This profile describes Marvel Comics’ beginning as a small start-up, its successes in the Golden and Silver Ages of the comic book industry, its subsequent decline in sales, bankruptcy, and finally, its reinvention and successful entry into the movie industry.

Teaching Objectives

After reading and discussing the material, students should:

  • Determine that how a company makes money is dictated by a match of the company’s core competency and market opportunities.
  • Understand that it is not always obvious what the best way is to make money; this may change over time, even if the core competency stays the same.