Academic Publications: Emerging Markets
Dual Sourcing Strategies
M. Eric Johnson
Supply Chain Excellence in Emerging Economies, Springer-Verlag, Editors Hau L. Lee and Chung-Yee Lee, 2006
This article examines a case study of Mattel and its decision process to add production capacity to a network of both outsourced and Mattel-operated facilities. Set during the Asian financial crisis, the case illustrates: 1) How toy makers manage demand and supply uncertainty; 2) Mattel's outsourcing strategy in Asia; 3) How Mattel integrates its marketing and supply chain strategy.
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