個案資料
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Goldieblox Toy Company and Copyright Infringement
內容大綱
In November 2013, GoldieBlox was accused of copyright infringement. It used the Beastie Boys song “Girls” in one of its advertisements promoting new toys for girls without permission. The company’s reaction to file a lawsuit against the band was not well received and perhaps a little hasty.<br><br>In the wake of the crisis, the chief executive officer of GoldieBlox Toy Company and her team had some decisions to make regarding how to handle the lawsuit they filed against the Beastie Boys that then backfired. The hostile environment was not conducive to the image of the company and the negative media was of concern to GoldieBox and its employees.
學習目標
<ul><li>To place students in the leadership role of a new and growing company.</li><li>To help students understand how controversy can result when an advertisement uses a popular song without permission and that use is considered as being for commercial sales purposes.</li><li>To provide students with an opportunity to develop their analytical, strategic planning, communication and decision-making skills.</li></ul><br><br>This case can be used for an entry level marketing class (to teach managing of public relations issues) or an entry level communications class (to teach management of communications issues).