Midway has built its business as a Chinese licensee of Western brands, mainly Disney. It is now considering whether to develop their own brands and if the core business is sales or marketing of the brand.

Midway has built its business as a Chinese licensee of Western brands, mainly Disney. It is now considering whether to develop their own brands and if the core business is sales or marketing of the brand.
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from
David J. Arnold
Source: Harvard Business School
25 pages.
Release Date: 9 November 2001. Prod #: 502032-PDF-ENG
Midway licensing distribution and brand building in China HBR case solution