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案例主体意大利马拉多纳集团公司市场地位旅居意大利的温州商人陈宏雷拥有意大利马拉多纳集团(马拉多纳的经纪公司)75%的股份,马拉多纳拥有其余股份。由于马拉多纳在中国有极高的知名度,陈宏雷的计划是以马拉多纳这个牌子,推出一系列包括打火机、鞋、袜子和服装在内的商品,最终目标是达到50亿元人民币的销售额(约合6.04亿美元)。失败关键 1.作秀人物选择不当——马拉多纳,这位已经“过气”了的球星,是一个和毒品、汽枪、绯闻联系在一起的人物。2.没有完备的具有约束力的合同——马
Main body of the case Maradona Group, Italy Market position Residing in Wenzhou, Wenzhou businessman Chen Honglei has a 75% stake in the Italian Maradona Group (Diego Maradona), Maradona has the remaining shares. As Maradona has a very high reputation in China, he plans to launch a series of products including lighters, shoes, socks and apparel under the brand Maradona with the ultimate goal of 5 billion yuan Sales (approximately $ 604 million). The key to failure 1. Improper selection of characters - Maradona, the “overly angry” player, is a character linked to drugs, guns and sex scandal. 2. There is no complete and binding contract - Ma