Build-A-Bear Workshop (BBW): how to manage the global comeback? In spring 2010 the founder of BBW, Maxine Clark, is enjoying one of the beautiful May days before she will have to pack her luggage for her next trip to Europe, where she will have some further negotiations with some potential master franchisees. The last two years have been difficult for BBW after a financial crisis that hit the whole world in 2008. Maxine still believes 100 per cent in the BBW concept, which takes advantage of the new trend in our experience econom
CHAPTER 1 GLOBAL MARKETING IN THE FIRM 39 CASE STUDY 1.1 Build-A-Bear Workshop (BBW): how to manage the global comeback? In spring 2010 the…