Case Study: Alliance Formation with Direct Selling Companies: Avon and Mattel

Chonko, Lawrence B.
January 1999
Journal of Personal Selling & Sales Management;Winter99, Vol. 19 Issue 1, p51
Academic Journal
Case Study
This paper provides an assessment of the recent alliance formed between Avon and Mattel. The alliance represents, among other things, a blending of Avon's sales expertise with Mattel's high quality products, including the Barbie product line. The alliance is evaluated on the basis of seven requirements. Managerial suggestions and research ideas are presented.


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