Managing the innovation topic, many companies in the consumer industry follow Apple’s example, using new products to conquer the market. Although, executives who assembled at “Berglass and Associates” to discuss this delicate theme, proclaim that innovation goes well beyond product innovation.
Among these attendees Richard Dickinson was spotted, general manager of the famous company Barbie. As Barbie saw melting down its market share a couple of years ago, Dickson commenced issuing that innovation is not only on the subject of products, but also contains marketing aspects. Therefore, several brand new Barbie flagship stores were opened with the new concept of spa’s where both daughter and mother can delight in chocolate soufflé facials. In that way the company tried to attract the whole female part of the family. Furthermore, to become cool in association and to reach an even larger audience, Dickinson went even further in renewal by building strategic branding partnerships. As a result the cosmetic Barbie line with Mac in 2007 arose, this is why the doll giant created collections for other branding partners.
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