Company Case 05 Samsung - Tài liệu tham khảo | Đại học Hoa Sen

Company Case 05 Samsung - Tài liệu tham khảo | Đại học Hoa Sen và thông tin bổ ích giúp sinh viên tham khảo, ôn luyện và phục vụ nhu cầu học tập của mình cụ thể là có định hướng, ôn tập, nắm vững kiến thức môn học và làm bài tốt trong những bài kiểm tra, bài tiểu luận, bài tập kết thúc học phần, từ đó học tập tốt và có kết quả

13 7 lượt tải Tải xuống
Chia sẻ Báo cáo tài liệu

Môn: Thương mại điện tử(01_)

Trường: Đại học Hoa Sen

Thông tin:

4 trang 2 tuần trước

Tác giả:

Profile Kim Oanh
When Debbie Sterling was in high school, her math
teacher recognized her quantitative talent and
suggested she pu rsue engineering as a college major. At
the time, Sterling couldn’t figure out why her teacher
thought she should drive trains for a living. But the
suggestion was enough to get her started down the right
path. After four years at Stanford, Sterling graduated
with a degree in mec hanical engineering. But
throughout the course of her studies, Sterling noticed
the lack of women in her engineering program—a
characteristic phenomenon in field where men
outnumber women 86 percent to 14 percent. This
observation ignited an obsession in Sterling. She set out
on a mission to inspire a future generation of femal e
engineers by disrupting the pink aisle in toy stores.
During th e past few years, S terling has b een named
Time’s “Person of the Moment” and one of Business
Insider’s “30 Women Who Are Changing the World”
among other accolades. Why? Because Sterling is the
founder and CEO of GoldieBlox, a toy compa ny that is
making Sterling’s mission a reality.
A Different Kind of Toy Company
After graduating, Sterling started researching
everything from c hildhood development to gender roles.
One of her findings was that in order to gain interest in
and pursue a given field, a person must be exposed to
the right inputs at an early age. This fact became
particularly bothersome as Sterling became more and
more familiar with the c ontents of the average toy aisle
in stores. Toys for girls are in the pink aisle, dominated
by dolls, stuffed animals, and princesses, whereas toys
for boys are found in the blue aisle, filled with macho
action figures, various toy weapons, and a huge variety
of building block sets. Most experts agree that the toys
served up to young girls do little to encourage an interest
in science, technology, engineering, and math (STEM)
Khi Debbie Sterling co n ho c trung h c, gia o vie n toa n c a coo u
đa nha n ra ta i na ng đ nh lư ng c a co va đ ngh co thi ợ u e i
đuo i nga nh k thua t như mo t chuye n nga nh đ i h c. Vy a o
thợ i đi m đo , Sterling kho ng th e e hie u đư c t i sao gia o vie ợ a
cu a co nghĩ r ng co ne n la i xe l a đ m s ng. Nhưng a ư e e ki o
đe ngh la đ đ co y b t đ u đi đu ng hư ng. Sau b n ni u e a a a ợ o
ta i Stanford, Sterling t t nghie p v i b ng k sư cợ kho ợ a y
Nhưng trong su t qua trĩ nh h c, Sterling nha n th y thio o a e u
phu n trong chượng trĩ nh k thua t c a co - la mo t hư y u a y
tượ ng đa c trưng trong lĩ nh v c trong đo đa n o ng đo ng hợư
phu n vư ợ i t le 86 ph n tra m so v i 14 ph n tra m. Quy a ợ a
sa t na y đa ga y ra mo t n i a m nh Sterling. Co đa t ra mo a ợ
nhie m v truyu e a n c m h ng cho mo t th he n k sư tưư e ư y
lai b ng ca ch pha v da y ha ng ma u h ng trong ca c c a ha a ợ o ư
đo chợi.
Trong va i na m qua, Sterling đa đư c vinh danh la “Ngượ ợ i
cu a m o t th i” c a t p chĩ Times va la mo t trong “30 ngượ u a
phu u n đang thay đ i th i” cư o e giợ a t p chĩ a Business Inside
va ca c gi i thư ng kha c. Ta ợ a i sao? B i vĩ Sterling la ngượ ợ
sa ng la p va Gia m đ c đi u ha nh c a GoldieBlox, mo t co ngo e u
đo chợi đan g bi me nh c a Sterling tha nh hie n the n sư u ư c.
Một loại công ty đồ chơi khác biệt
Sau khi t t nghie p, Sterling b t đ u nghie n c u m i th , to a a ư o ư
pha t tri n th i thợ u đ n vai tro gi i tĩ nh. Mo t trong nhe ợ a e ợ ư
pha t hie n c a co la đ co đư c s quan ta m va theo đu i mu e ợ ư o
lĩ nh v c nh t đ nh, mo t ngư i ph i đư c ti p xu c v i cư a i ợ a ợ e ợ
tho ng tin phu h p ngay t khi co n nh . Th c t na y tr neợ ư o ư e ợ
đa c bie t kho ch u khi Sterling nga y ca ng i trợ tha nh que
thuo c v i no i dung c da y ha ng đ chợi trung bĩ nh tronợ u a o
ca c c a ha ng. Đ chợi cho be ga i n m tre n da y ha ng maư o a
ho o ng, b chi phi i b i bu p be , thu nh i bo ng va c o ng chợ o
trong khi đ chợi cho be trai đư c tĩ m tho ợ a y ợ da y ha ng ma
xanh, ch a đ y nh ng nha n va t ha nh đo ng m nh m , vu kư a ư a e
đo c hợi đa d va r t nhi u bo i xa y d ng. H u h t a ng a e kho ư a e
chuye n gia đ ng y r ng ca c đ chợi ph c v cho ca c co go a o u u
tre la m r t ĩ t đ khuy n khĩ ch s quan ta m đ n ca c moa e e ư e
khoa h c, co ng nghe , k thua t va toa n h c (STEM). o y o Hie u bi
Bơi Ngượ ậ ứ ủ
subjects. This k nowledge led Sterling to develop a plan
to create a different kind of toy for girls.
As she began developing ideas for toys, another research
finding struck her—girls possess stellar verbal skills and
tend to learn better by interacting with stories. That
insight was instrumental in the creation of the
GoldieBlox line of construction sets. Part Erector Set and
part storybook, the combination was designed to engage
girls through their verbal skills and encourage them to
build through narratives that feature the adventures of
Goldie, a freckled-faced blonde girl donning overalls and
a tool belt. Although Goldi e comes off as a bit of a
tomboy, she’s still girlish. Skinny, blonde, and cute, she
favors pinks and purples. T he toys and stories feature
animals and ribbons, and characters are more likely to
help others than to succeed on their own.
After her innovative toy sets received little interest at the
American International Toy Fair in New York City,
Sterling started her own company. That decision
sparked more interest than she could have ever
imagined. To raise the $150,000 needed for the first
round of production, Sterling launched a Kickstarter
crowd-sourced funding campaign. Her funding goal was
reached in just four days, and the funding topped out at
$285,000.
With little to spend on traditional advertising, Sterling
first promoted her inventive toys with some YouTube
ads, including “Princess Machine,” featuring young girls
who take their stereotypically girly toys and create a
sophisticated Rube Goldberg device. That video went
viral to the tune of 8 million views in l ittle more than a
week. Shortly thereafter, GoldieBlox’s first two products
became Amazon’s top two selling toys during the
industry’s busiest month of December. A nd if all that
wasn’t enough, GoldieBlox beat out 15,000 contenders
in Intuit’s “Small Business Big Gam e” Super Bo wl ad
contest, winning a $4 million spot during the big game.
Today, less than three years after the launch of its first
product, GoldieBl ox’s toys are sold at Target, Toys “R” Us,
Amazon, and 6,000 other retailers worldwide. The
brand features more than a dozen play sets, the
Bloxtown interactive Web site and app, a Goldie action
figure, a “More Than Just a Princess” line of T-shirts and
hoodies, and an original music video. GoldieBlox has
won numerous industry awards, and its toys have
succeeded in raising awareness about the lack of wom en
in technical and scientific fields as well as the issues
associated with the traditional pink aisle.
na y đa khi n Sterling pha t tri n mo t k ch t o ra me e e hoa a
loa i đ chợi kha c cho ca c be ga i.o
Khi co b t đ u pha t tri n y tư ng cho đ chợi, mo t pha t hia a e ợ o
nghie n c u kha c đa c t nh co - ca c co ga i s h u k naư thư ĩ ợ ư y
ngo n t t s c va co xu hư ng h c h i t t hợn b ng c aư xua a ợ o o o a
tượng ta c v i ca c ca u chuye n. Ca i nhĩ n sa u s c đo la co ngợ a
trong vie c t o ra ca c bo đ chợi xa y d ng GoldieBlox. Paa o ư
Erector Set o đ chợi xa y d ng t ng ph n) va n sa c(B o ư ư a cuo
ke chuye n v t ng ph n, s k t h p na y đư c thi t k đe ư a ư e ợ ợ e e e
hu t ca c co ga i tho ng qua ca c k na ng ngo n t c a h y ư u o
khuye n khĩ ch h xa y d ng tho ng qua ca c ca u chuye n k o ư e
ca c o c phie u lưu c a Goldie, mo t co ga i to c va ng m a tcu u
nhang ma c a o ye m va th t lưng d ng c . Ma c du Goldie xua u u
hie n như mo t co na ng tomboy, co y va a n n tĩ nh. G y, ư a
va ng, va d thượng, co e a y thĩ ch ma u h ng va tĩ m. Ca c đ cho o
va ca u chuye trĩ nh ba y ca c đo ng va t va ruy ba ng, va n
nha n va t nhi u kh na ng giu p đ ngư i kha c hợn la t mĩe a ợ ợ ư
tha nh co ng.
Sau khi bo đ chợi sa ng t o c a c o nha n đư c ĩ t s quan to a u ợ ư
ta i Ho i ch đ chợi qu c t M tha nh ph New Yorợ o o e y ợ o
Sterling đa b t đ u co ng ty rie ng c a mĩ nh. Quya a u e t đ nh đi
đa ga y ra nhi u s quan ta m hợn co co th e ư e tượ ợ ng tư ng. Đ
ta ng 1 50.000 đo la c n thi t cho vo ng s n xu t đ u tie a e a a a
Sterling đa ra m t chi n d ch ga y va e i o n t đa m đo ng te n ư
Kickstarter. M c tie u ga y v n c a co đa đ t đư c ch tronu o u a ợ ĩ
bo n nga y, va s n ta i tr le n t i 285.000 đo la.o tie ợ ợ
I t chi tie u cho qu ng ca o truy n th ng, Sterling l u tie a e o a a n đ
qua ng ba đ chợi sa ng t o c a mĩ nh v i mo t s ng co a u ợ o qua
tre n YouTube, bao g ma y c a co ng chu a”o o m “C u , mo t caa
co ga i tr l ca c đ chợi ra p khuo n n tĩ nh va t o ra me a y o ư a
thie t b Rube Goldberg tinh vi. Video đo đa lan truy n đ n 8i e e
trie u lư t xem trong ĩ t hợn m o t tu Ngay sau đo , hai sợ a n. a
pha a m đ u tie n c a GoldieBlox đa tr tha nh hai s n phu ợ a a m
ba n ch y nh t c a Amazon trong tha ng 12 ba n ro n nh t ca a u a
nga nh. Va n u t t c ng đi u đo chưa đ , GoldieBlox đe a a như e u
đa nh b i 15 .000 ng c vie n trong cuo c thi qu ng ca o ca ư ư a u
Intuit “Doanh nghie p nho Tro chợi lợ n”, gia nh đư c v trợ i
qua ng ca o 4 trie u đo la trong tro chợi lợ n.
Nga y nay, chưa đ y ba na m sau khi ra m n pha a a t s a m đa u
tie n chợi GoldieBlox, đư c ba n t i Target, , đo ợ a Toys “R” Us,
Amazon va 6.000 nha ba n l kha c tre n toa n th e e giợ i. Thượn
hie u na y co hợn mo t ch c bo tro chợi, mo u t trang web va ư
du ng tượng ta c Bloxtown, mo t nha n va t ha nh đo ng Gold
mo t do ng a o pho ng va a o co mu tru m đ u “Hợn la mo t ca
chu a,” va mo t video a m nh đo c đa o. GoldieBlox đa gia na c
đượ ợ c nhi u gi i thưe a ng trong nga nh va đ chợi c a no đo u
tha nh co ng trong vie c na ng cao nha n th c v ư e vie c thi u pe
nư trong ca c lĩ nh v c k hoa h c va k thua t cu ng như ca c vư o y
đe lie n quan đ da y ha ng ma u h ng truye n o e n tho ng.
All That Glitters Is Not Goldie
With all this success, you would think that GoldieBlox
would be heralded by anyone and everyone wanting to
change gender- based stereotypes in toys. But
GoldieBlox has sparked substantial debate over whether
it is really helping the cause it claims to be serving. The
opposition, led by many feminist voices, claims that
GoldieBox’s approach is little more than window
dressing. The debate got really ugly after the launch of
GoldieBlox and the Parade Float, a construction set
based on a new challenge faced by Goldie and her
friends—to create a float to transport the winner of a
beauty pageant. “You cannot create a toy meant to break
down stereotypes when you s tart off with the ideal that
‘we know all girls love princesses,’” argues author
Melissa Atkins Wardy. Those in the opposition camp call
for toys that are gender-neutral. “When we use princess
culture, pinkification, and b eauty norms to sell STEM
toys to girls and fool ourselves that we are amazing and
progressive and raising an incredible ge neration of
female engineers, we continue to sell our girls short.”
Additionally, while the toys are designed to stir interest
in girls by having them build and c reate, critics have
raised concerns that GoldieBlox toys are too simplistic.
But Sterling is quick to respond to al l such arguments
and show that GoldieBlox isn’t just trying to hook
parents with a gimmick that doesn’t deliver. “There’s
nothing wrong with being a princess,” says the 32-year-
old entrepreneur. “We just think girls can build their
own castles too.” This idea is backed by many advocates
who recognize that to disrupt the pink aisle, you can’t
start out by trying to obliterate it.
To influence through play the types of hobbies and
academic fields that women pursue, a company first
must penetrate a very competitive market. Creating toys
that are void of things that girls find appealing will only
send girls scrambling for the nearest Bratz doll or Disney
princess. GoldieBlox toys may incorporate traditional
gender stereotypes, but they tweak and reframe them.
GoldieBlox sp ent years researching gender differences,
seeking significant input from Harvard neuroscientists,
and observing children’s play patterns. “Our stories
leverage girls’ advanced verbal skills to help develop and
build self-confidence in their spatial skills,” says Sterling
with confidence.
Whether or not these two sides will resolve thei r
differences in trying to achieve the same goal, there is no
Tất cả ững gì lấp lánh không phải là Goldienh
Vợ i t t c ng tha nh co ng na y, b n s nghĩ ra a như a e a
GoldieBlox s e đượ c ca t ng bu ợ i ba t k ai va m i ngư i muy o ợ o
thay đ i đ nh ki a tre n gi i tĩ nh trong đ chợi. Nhưngo i e n dư ợ o
GoldieBlox đa ga y ra cuo c tranh lua n đa ng k ve e vie c lie u
co th c s giu p ĩ ch cho s nghie p ma no tuye n b sư ư ư o e ph
vu hay kho ng. Phe đ i la p, d n đ u b i nhi u ti ng no i no a a ợ e e
quye a n, cho r ng ca ch ti p ca n c a G oldieBox, ng hợn ge u cha
vie c trưng ba y thi u th c ch t. Cuo c tranh lua n đa tr ne ư a ợ
to i te sau khi ra m t GoldieBlox va Parade Float, mo t bo xaa
dư ư ng d a tre n mo t tha ch th c m i ma Goldie va b n be cư ợ a
co ph i đ i ma t đ t o ra mo t chi c phao đ va n chuya o e a e e
ngượ i chi n th ng trong mo t cuo c thi s c đ p. “B n khoe a a e a
the ta o ra mo t mo n đ chợi đ pha vo e ợ đ nh ki khi bi e n a n b
đa u vợ i y tư ng r ‘chu ng to i bi t t t c ca c co ga i yợ a ng e a a
co ng chu a,’” ta c gi Melissa Atkins Wardy đa tranh lua na
Như ng ngư i trong phe đ i la p ke u g i đ chợi trung tĩ nợ o o o
ve giợ i tĩ nh. “Khi chu ng ta s d ng va n ho a co ng chu a, maư u
ho ng ho a va ca c chu n m c s c đ p đ ba n đ chợi STEa ư a e e o
cho ca c co ga i va t l a mĩ nh rư ư a ng chu ng ta tha t tuye t vợ
tie n bo va nuo i d y m o t th he k sư n đa ng kinh na e y ư
chu ng ta ti p t đa nh gia th p ca c co ga i c a mĩ nh Thee u c a u .”
va o đo , trong khi đ chợi đư c thi t ko ợ e e e đ ga y h ng thu chư
ca c co ga i b ng ca ch cho h xa y d ng va sa ng t o, ca c na o ư a
phe bĩ nh đa đưa ra quan ng i r ng đ c hợi GoldieBlox q uaa a o
đợn gia n.
Nhưng Sterling nhanh cho ng ph ng v i t t c ca c la a n ư ợ a a
lua n như va y va cho th y GoldieBlox kho ng c g ng ca chĩ o a
cha m v i mo t ma nh l i qu ng ca o ma kho ng cung c p ge ợ ợ a a
tri . Nha doanh nghie p 32 tu no i “kho ng co gĩ sai khi tro i
tha nh co ng chu a.” “Chu ng to i ch nghĩ r ng ca c co ga i cu ĩ a
co th xa y d ng la u đa i c a rie ng mĩ nh.” Y tư n g na y đưe ư u ợ
u ng ho b i nhi u ngư i, nh ng ngư i nha n ra r ng đ pợ e ợ ư ợ a e
vợ da y ha ng ma u h ng, b kho ng b t đ u b ng ca o a n the a a a
xo a s no .o
Đe a nh hư ng tho ng qua vie c chợi ca c lo i s thĩ ch va lĩ ợ a ợ
vư c h c thua t ma ph n theo đu i, trư c tie n mo t co no u ư o ợ
pha i tha m nha p va o mo t th trư ng r t c nh tranh. Ti ợ a a a o
như ng mo n đ chợi kho ng co th gĩ ma ca c be ga i th y ho ư a
da n s la m cho ca c be ga i tranh gia nh bu p b e Bratz hoe chĩ
co ng chu a Disney g n nh t . Đ chợi GoldieBlox co th ka a o e e
hợ p ca c đ nh kii e n giợ i truye n th ng, nhưng h tinh ch nh o o ĩ
đi nh khuo n l i chu ng. GoldieBlox đa da nh nhi u na m nghie a e
cư ư u v se kha c bie t gi i tĩ nh, tĩ m ki m tho ng tin quan trợ e o
tư ca c nha th n kinh h c Harvard va quan s a t ca c ki u cha o e
cu a tre em. “Ca u chuye n c a chu ng to i ta n d ng ca c k nau u y
ngo n t tie n ti a ca c co ga i đ giu p pha t tri n va ư e n cu e e
dư ư ư ng s t tin v ca c k na ng kho ng gia n c a h ,” Sterlie y u o
no i mo t ca ch tư tin.
Lie u hai be n co gi i quya e t đư c s kha c bie t c a h trợ ư u o
vie c c g ng đ t đư c cu ng m o t m c tie u hay kho ng, khoo a a ợ u
co ca u h i na o v e c GoldieBlox đa ga y ba o trong nga no e vi
question that GoldieBlox has taken the toy industry by
storm. And Sterling is far from finished. While clearly
motivated to put an end to the stereotypes that have
been generated by the toy and entertainment industries,
she makes it clear that the goal is to become a multi-
platform character brand a la Disney. “We want to be the
brand that kids are whining for.”
If the next three years are anything like GoldieBlox’s fi rst
three, it ’s easy to envision a new kind of toy a isle at the
local supercenter—one that heavily features
Goldieblox’s multiplatform brand.
Questions for Discussion
1. Of the factors that influence consumer behavior,
which category or categories (cultural, social, personal,
or psychological) best expla in the existence of a blue toy
aisle and a pink toy aisle? Why?
2. Choose the specific factor (for example, culture,
family, occupation, attitudes) that you think most
accounts for the blue/ pink toy aisle phenomenon.
Explain the challenges faced by GoldieBlox in attempting
to market toys that “swim against the stream” or push
back against the forces of that factor.
3. To what degree is Goldi eBlox bucking the blue/pink
toy ais system?le
4. If GoldieBlox succeeds at selling lots of its toys, will
that accomplish the mission of increasing the presence
of females in the field of engineering?
co ng nghie p đ c hợi. Va Sterling co n la u m i ko ợ e t thu c. Tro
khi ro ra ng co đo ng l c đ ư e cha m d t ca c khuo n m u đa đưư a
ta o ra b i nga nh co ng nghie p đ chợi va gi i trĩ , co no ợ o a
ra ng m c tie u la tru ợ tha nh mo t thượng hie u nha n va t đa n
ta e ng theo ki u Disney. “Chu ng to i mu n tr tha nh thượngo ợ
hie u ma tr em đang kho c đo i.”e
Ne u ba na m t i la b t c u gĩ gi ng như s ba đ u tiợ a ư đie o o a
cu a GoldieBlox, no d da ng hĩ nh du ng ra mo da y ha ng đe t
chợi m i t sie u đ a phượng, mo da y ha ng co rợ a i đa i thi i t
nhie u thượng hie u đa n n t ng Goldieblox.e a
Câu hỏi thảo luận
1. Trong s ca c yo e u t o a nh hư ng đ n ha nh vi c a ngư i tiợ e u ợ
du ng, ng i hoa ca c c h ng na o (va n ho a, xa hchu loa c u loa i
ca nha n hoa c ta m ly ) gi i thĩ ch ro nh t s t n t i ca a ư o a u a
ha ng đ chợi ma u xanh va da y ha ng đ chợi ma u h ng? To o o a
sao?
2. Ch n y u t c (vĩ d : va n ho a, gia đĩ nh, ngh nghio e o u the u e
tha i đo ) ma b n nghĩ ra a a ng gi i thĩ ch t t nh t cho hie n tưo a ợ
da y ha ng đ chợi ma u xanh / da y ha ng đ chợi h ng. Gio o o a
thĩ ch nh ng tha ch th c ma GoldieBlox ph i đ i ma t khi cư ư a o
ga e ng ti p th đ chợi ma “bợi ngư c do ng” a c đ y li o ợ ho a
cho ng l i ca c l c lư ng c a y u t đo .a ư ợ u e o
3. GoldieBlox đang ng đ i da y ha ng đ chợi ma u xanh / cho o o
ho ng m c đo na o?ợ ư
4. N u GoldieBlox tha nh co ng trong vie c ba n nhi u đ chợe e o
cu a mĩ nh, s no s hoa n tha nh nhie m v ta ng s e n de e u ư hi
cu a pha i n t rong lĩ nh v c k thua t hay kho ng?ư ư y
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Bơi Ngượ ậ ứ ủ
When Debbie Sterling was in high school, her math
Khi Debbie Sterling co n ho c trung ho c, gia o vie n toa n cu a co
teacher recognized her quantitative talent and đa nha n ra ta i na ng đi n
h lượ ng cu a co va đe nghi co th
suggested she pu rsue engineering as a college major. At
đuo i nga nh ky thua t như mo t chuye n nga nh đa i ho c. V
the time, Sterling couldn’t figure out why her teacher
thợ i đie m đo , Sterling kho ng the hie u đượ c ta i sao gia o vie
thought she should drive trains for a living. But the
cu a co nghĩ ra ng co ne n la i xe lư a đe kie m s o ng. Nhưng
suggestion was enough to get her started down the right
đe nghi la đu đe co a y ba t đa u đi đu ng hượ ng. Sau bo n n
path. After four years at Stanford, Sterling graduated
ta i Stanford, Sterling to t nghie p vợ i ba ng k y sư cợ kh
with a degree in mec hanical engineering. But
Nhưng trong suo t qua trĩ nh ho c, Sterling nha n tha y thie u
throughout the course of her studies, Sterling noticed
phu nư trong chượng trĩ nh ky thua t cu a co a y - la mo t h
the lack of women in her engineering program—a
tượ ng đa c trưng trong lĩ nh vư c trong đo đa n o ng đo ng hợ
characteristic phenomenon in field where men
phu nư vợ i ty le 86 pha n tra m so vợ i 14 pha n tra m. Qu
outnumber women 86 percent to 14 percent. This
sa t na y đa ga y ra mo t no i a m a nh ợ Sterling. Co đa t ra m
observation ignited an obsession in Sterling. She set out
nhie m vu truye n ca m hư ng cho mo t the he nư ky sư tư
on a mission to inspire a future generation of femal e
lai ba ng ca ch pha vợ da y ha ng ma u ho ng trong ca c c ư a ha
engineers by disrupting the pink aisle in toy stores. đo chợi.
During th e past few years, S terling has b een named Trong va i na m qua, Sterling đa đượ c vinh danh la “Ngượ i
Time’s “Person of the Moment” and one of Business
cu a m o t thợ i” cu a ta p chĩ Times va la mo t trong “30 ngư
Insider’s “30 Women Who Are Changing the World”
phu nư đang thay đo i the giợ i” cu a ta p chĩ Business Inside
among other accolades. Why? Because Sterling is the
va ca c gia i thượ ng kha c. Ta i sao? Bợ i vĩ Sterling la ngượ
founder and CEO of GoldieBlox, a toy compa ny that is
sa ng la p va Gia m đo c đie u ha nh cu a GoldieBlox, mo t co ng
making Sterling’s mission a reality.
đo chợi đan g bie n sư me nh cu a Sterling tha nh hie n thư c.
A Different Kind of Toy Company
Một loại công ty đồ chơi khác biệt
After graduating, Sterling started researching
Sau khi to t nghie p, Sterling ba t đa u nghie n cư u mo i thư , t
everything from c hildhood development to gender roles.
pha t trie n thợ i thợ a u đe n vai tro giợ i tĩ nh. Mo t trong như
One of her findings was that in order to gain interest in
pha t hie n cu a co la đe co đượ c sư quan ta m va theo đuo i m
and pursue a given field, a person must be exposed to lĩ nh vư c nha t đi n
h, mo t ngượ i pha i đượ c tie p xu c vợ i c
the right inputs at an early age. This fact became
tho ng tin phu hợ p ngay tư khi co n nho . Thư c te na y trợ ne
particularly bothersome as Sterling became more and đa c bie t kho chi u
khi Sterling nga y ca ng trợ tha nh que
more familiar with the c ontents of the average toy aisle
thuo c vợ i no i dung cu a da y ha ng đo chợi trung bĩ nh tron
in stores. Toys for girls are in the pink aisle, dominated
ca c cư a ha ng. Đo chợi cho be ga i na m tre n da y ha ng ma
by dolls, stuffed animals, and princesses, whereas toys
ho ng, bi chi pho i bợ i bu p be , thu nho i bo ng va c o ng ch
for boys are found in the blue aisle, filled with macho
trong khi đo chợi cho be trai đượ c tĩ m tha y ợ da y ha ng ma
action figures, various toy weapons, and a huge variety
xanh, chư a đa y như ng nha n va t ha nh đo ng ma nh me , vu k
of building block sets. Most experts agree that the toys
đo c hợi đa da ng va ra t nhie u bo kho i xa y dư ng. Ha u he t
served up to young girls do little to encourage an interest
chuye n gia đo ng y ra ng ca c đo chợi phu c vu cho ca c co g
in science, technology, engineering, and math (STEM)
tre la m ra t ĩ t đe khuye n khĩ ch sư quan ta m đe n ca c mo
khoa ho c, co ng nghe , ky thua t va toa n ho c (STEM). Hie u bi
subjects. This k nowledge led Sterling to develop a plan
na y đa khie n Sterling pha t trie n mo t ke hoa ch ta o ra m
to create a different kind of toy for girls.
loa i đo chợi kha c cho ca c be ga i.
As she began developing ideas for toys, another research
Khi co ba t đa u pha t trie n y tượ ng cho đo chợi, mo t pha t hi
finding struck her—girls possess stellar verbal skills and
nghie n cư u kha c đa thư c tĩ n
h co - ca c co ga i sợ hư u ky na
tend to learn better by interacting with stories. That
ngo n tư xua t sa c va co xu hượ ng ho c ho i to t hợn ba ng c a
insight was instrumental in the creation of the
tượng ta c vợ i ca c ca u chuye n. Ca i nhĩ n sa u sa c đo la co ng
GoldieBlox line of construction sets. Part Erector Set and
trong vie c t a o ra ca c bo đo chợi xa y dư ng GoldieBlox. Pa
part storybook, the combination was designed to engage
Erector Set (Bo đo chợi xa y dư ng tư ng pha n) va cuo n sa c
girls through their verbal skills and encourage them to
ke chuye n ve tư ng pha n, sư ke t hợ p na y đượ c thie t ke đe
build through narratives that feature the adventures of
hu t ca c co ga i tho ng qua ca c ky na ng ngo n tư cu a ho
Goldie, a freckled-faced blonde girl donning overalls and
khuye n khĩ ch ho xa y dư ng tho ng qua ca c ca u chuye n ke
a tool belt. Although Goldi e comes off as a bit of a
ca c cuo c phie u lưu cu a Goldie, mo t co ga i to c va ng m a t
tomboy, she’s still girlish. Skinny, blonde, and cute, she
nhang ma c a o ye m va tha t lưng du ng cu . Ma c du Goldie xu
favors pinks and purples. T he toys and stories feature
hie n như mo t co na ng tomboy, co a y va n nư tĩ nh. Ga y,
animals and ribbons, and characters are more likely to
va ng, va de thượng, co a y thĩ ch ma u ho ng va tĩ m. Ca c đo ch
help others than to succeed on their own.
va ca u chuye n trĩ nh ba y ca c đo ng va t va ruy ba ng, va
nha n va t nhie u kha na ng giu p đợ ngượ i kha c hợn la tư mĩ tha nh co ng.
After her innovative toy sets received little interest at the
Sau khi bo đo chợi sa ng ta o cu a c o nha n đượ c ĩ t sư quan t
American International Toy Fair in New York City,
ta i Ho i chợ đo chợi quo c te My ợ tha nh pho New Yor
Sterling started her own company. That decision
Sterling đa ba t đa u co ng ty rie ng cu a mĩ nh. Quye t đi n h đ
sparked more interest than she could have ever
đa ga y ra nhie u sư quan ta m hợn co co the tượ ng tượ ng. Đ
imagined. To raise the $150,000 needed for the first
ta ng 1 50.000 đo la ca n thie t cho vo ng sa n xua t đa u tie
round of production, Sterling launched a Kickstarter
Sterling đa ra ma t chie n di c
h ga y vo n tư đa m đo ng te n
crowd-sourced funding campaign. Her funding goal was
Kickstarter. Mu c tie u ga y vo n cu a co đa đa t đượ c chĩ tron
reached in just four days, and the funding topped out at
bo n nga y, va so tie n ta i trợ le n tợ i 285.000 đo la. $285,000.
With little to spend on traditional advertising, Sterling
I t chi tie u cho qua ng ca o truye n tho ng, Sterling la n a đ u tie
first promoted her inventive toys with some YouTube
qua ng ba đo chợi sa ng ta o cu a mĩ nh vợ i mo t so qua ng c
ads, including “Princess Machine,” featuring young girls tre n YouTube, bao go m “ o
C ma y cu a co ng chu a”, mo ta ca
who take their stereotypically girly toys and create a
co ga i tre la y ca c đo chợi ra p khuo n nư tĩ nh va ta o ra m
sophisticated Rube Goldberg device. That video went
thie t bi Rube Goldberg tinh vi. Video đo đa lan truy e n đe n 8
viral to the tune of 8 million views in l ittle more than a
trie u lượ t xem trong ĩ t hợn m o t tua n. Ngay sau đo , hai sa
week. Shortly thereafter, GoldieBlox’s first two products
pha m đa u tie n cu a GoldieBlox đa trợ tha nh hai sa n pha m
became Amazon’s top two selling toys during the
ba n cha y nha t cu a Amazon trong tha ng 12 ba n ro n nha t c
industry’s busiest month of December. A nd if all that
nga nh. Va ne u ta t ca như ng đie u đo chưa đu , GoldieBlox đ
wasn’t enough, GoldieBlox beat out 15,000 contenders
đa nh ba i 15 .000 ư ng cư vie n trong cuo c thi qua ng ca o cu
in Intuit’s “Small Business Big Gam e” Super Bo wl ad Intuit “Doanh nghie p nho Tro chợi lợ n”, gia nh đượ c vi tr
contest, winning a $4 million spot during the big game.
qua ng ca o 4 trie u đo la trong tro chợi lợ n.
Today, less than three years after the launch of its first
Nga y nay, chưa đa y ba na m sau khi ra ma t sa n pha m đa u
product, GoldieBl ox’s toys are sold at Target, Toys “R” Us,
tie n, đo chợi GoldieBlox, đượ c ba n ta i Target, Toys “R” Us,
Amazon, and 6,000 other retailers worldwide. The
Amazon va 6.000 nha ba n le kha c tre n toa n the giợ i. Thượn
brand features more than a dozen play sets, the
hie u na y co hợn mo t chu c bo tro chợi, mo t trang web va ư
Bloxtown interactive Web site and app, a Goldie action
du ng tượng ta c Bloxtown, mo t nha n va t ha nh đo ng Gold
figure, a “More Than Just a Princess” line of T-shirts and
mo t do ng a o pho ng va a o co mu tru m đa u “Hợn la mo t c
hoodies, and an original music video. GoldieBlox has
chu a,” va mo t video a m nha c đo c đa o. GoldieBlox đa gia n
won numerous industry awards, and its toys have
đượ c nhie u gia i thượ ng trong nga nh va đo chợi cu a no đ
succeeded in raising awareness about the lack of wom en
tha nh co ng trong vie c na ng cao nha n thư c ve vie c thie u p
in technical and scientific fields as well as the issues
nư trong ca c lĩ nh vư c k hoa ho c va ky thua t cu ng như ca c v
associated with the traditional pink aisle. đe lie n quan đe n d
a y ha ng ma u ho ng truye n tho ng.
All That Glitters Is Not Goldie
Tất cả n ững gì lấp lánh không phả h i là Goldie
With all this success, you would think that GoldieBlox
Vợ i ta t ca như ng tha nh co ng na y, ba n se nghĩ ra
would be heralded by anyone and everyone wanting to
GoldieBlox se đượ c ca tu ng bợ i ba t ky ai va mo i ngượ i muo
change gender- based stereotypes in toys. But thay đo i đi n
h kie n dư a tre n giợ i tĩ nh trong đo chợi. Nhưng
GoldieBlox has sparked substantial debate over whether
GoldieBlox đa ga y ra cuo c tranh lua n đa ng ke ve vie c lie u
it is really helping the cause it claims to be serving. The
co thư c sư giu p ĩ ch cho sư nghie p ma no tuye n bo se ph
opposition, led by many feminist voices, claims that
vu hay kho ng. Phe đo i la p, da n đa u bợ i nhie u tie ng no i n
GoldieBox’s approach is little more than window
quye n, cho ra ng ca ch tie p ca n cu a G oldieBox, cha ng hợn g
dressing. The debate got really ugly after the launch of
vie c trưng ba y thie u thư c cha t. Cuo c tranh lua n đa trợ n
GoldieBlox and the Parade Float, a construction set
to i te sau khi ra ma t GoldieBlox va Parade Float, mo t bo xa
based on a new challenge faced by Goldie and her
dư ng dư a tre n mo t tha ch thư c mợ i ma Goldie va ba n be c
friends—to create a float to transport the winner of a
co pha i đo i ma t đe ta o ra mo t chie c phao đe va n chuy
beauty pageant. “You cannot create a toy meant to break
ngượ i chie n tha ng trong mo t cuo c thi sa c đe p. “Ba n kho
down stereotypes when you s tart off with the ideal that
the ta o ra mo t mo n đo chợi đe pha vợ đi n h kie n khi ba n b
‘we know all girls love princesses,’” argues author
đa u vợ i y tượ ng ra ng ‘chu ng to i bie t ta t ca ca c co ga i y
Melissa Atkins Wardy. Those in the opposition camp call
co ng chu a,’” ta c gia Melissa Atkins Wardy đa tranh lua n
for toys that are gender-neutral. “When we use princess
Như ng ngượ i trong phe đo i la p ke u go i đo chợi trung tĩ n
culture, pinkification, and b eauty norms to sell STEM
ve giợ i tĩ nh. “Khi chu ng ta sư du ng va n ho a co ng chu a, ma
toys to girls and fool ourselves that we are amazing and
ho ng ho a va ca c chua n mư c sa c đ e p đe ba n đo chợi STE
progressive and raising an incredible ge neration of
cho ca c co ga i va tư lư a mĩ nh ra ng chu ng ta tha t tuye t vợ
female engineers, we continue to sell our girls short.”
tie n bo va nuo i da y m o t the he ky sư nư đa ng kinh n
Additionally, while the toys are designed to stir interest
chu ng ta tie p tu c đa nh gia th a p ca c co ga i cu a mĩ nh. ”The
in girls by having them build and c reate, critics have
va o đo , trong khi đo chợi đượ c thie t ke đe ga y hư ng thu ch
raised concerns that GoldieBlox toys are too simplistic.
ca c co ga i ba ng ca ch cho ho xa y dư ng va sa ng ta o, ca c n
phe bĩ nh đa đưa ra quan nga i ra ng đo c hợi GoldieBlox q ua đợn gia n.
But Sterling is quick to respond to al l such arguments
Nhưng Sterling nhanh cho ng pha n ư ng vợ i ta t ca ca c la
and show that GoldieBlox isn’t just trying to hook
lua n như va y va cho tha y GoldieBlox kho ng chĩ co ga ng c
parents with a gimmick that doesn’t deliver. “There’s
cha me vợ i mo t ma nh lợ i qua ng ca o ma kho ng cung ca p g
nothing wrong with being a princess,” says the 32-year-
tri . Nha doanh nghie p 32 tuo i no i “kho ng co gĩ sai khi tr
old entrepreneur. “We just think girls can build their
tha nh co ng chu a.” “Chu ng to i chĩ nghĩ ra ng ca c co ga i cu
own castles too.” This idea is backed by many advocates
co the xa y dư ng la u đa i cu a rie ng mĩ nh.” Y tượ n g na y đư
who recognize that to disrupt the pink aisle, you can’t
u ng ho bợ i nhie u ngượ i, như ng ngượ i nha n ra ra ng đe p
start out by trying to obliterate it.
vợ da y ha ng ma u ho ng, ba n kho ng the ba t đa u ba ng ca xo a so no .
Đe a nh hượ ng tho ng qua vie c chợi ca c loa i sợ thĩ ch va lĩ
To influence through play the types of hobbies and
vư c ho c thua t ma phu nư theo đuo i, trượ c tie n mo t co n
academic fields that women pursue, a company first
pha i tha m nha p va o mo t thi trượ ng ra t ca nh tranh. Ta o
must penetrate a very competitive market. Creating toys
như ng mo n đo chợi kho ng co thư gĩ ma ca c be ga i tha y h
that are void of things that girls find appealing will only
da n se chĩ la m cho ca c be ga i tranh gia nh bu p b e Bratz ho
send girls scrambling for the nearest Bratz doll or Disney
co ng chu a Disney ga n nha t . Đo chợi GoldieBlox co the ke
princess. GoldieBlox toys may incorporate traditional hợ p ca c đi n
h kie n giợ i truye n tho ng, nhưng ho tinh ch ĩ nh
gender stereotypes, but they tweak and reframe them.
đi nh khuo n la i chu ng. GoldieBlox đa da nh nhie u na m nghie
GoldieBlox sp ent years researching gender differences,
cư u ve sư kha c bie t giợ i tĩ nh, tĩ m kie m tho ng tin quan tro
seeking significant input from Harvard neuroscientists,
tư ca c nha tha n kinh ho c Harvard va quan s a t ca c kie u ch
and observing children’s play patterns. “Our stories
cu a tre em. “Ca u chuye n cu a chu ng to i ta n du ng ca c ky na
leverage girls’ advanced verbal skills to help develop and
ngo n tư tie n tie n cu a ca c co ga i đe giu p pha t trie n va
build self-confidence in their spatial skills,” says Sterling
dư ng sư tư tin ve ca c ky na ng kho ng gia n cu a ho ,” Sterli with confidence. no i mo t ca ch tư tin.
Lie u hai be n co gia i quye t đượ c sư kha c bie t cu a h o tr
Whether or not these two sides will resolve thei r
vie c co ga ng đa t đượ c cu ng m o t mu c tie u hay kho ng, kho
differences in trying to achieve the same goal, there is no
co ca u ho i na o ve vie c GoldieBlox đa ga y ba o trong nga n
question that GoldieBlox has taken the toy industry by
co ng nghie p đo c hợi. Va Sterling co n la u mợ i ke t thu c. Tro
storm. And Sterling is far from finished. While clearly
khi ro ra ng co đo ng lư c đe cha m dư t ca c khuo n ma u đa đư
motivated to put an end to the stereotypes that have
ta o ra bợ i nga nh co ng nghie p đo chợi va gia i trĩ , co no
been generated by the toy and entertainment industries,
ra ng mu c tie u la trợ tha nh mo t thượng hie u nha n va t đa n
she makes it clear that the goal is to become a multi-
ta ng theo kie u Disney. “Chu ng to i muo n trợ tha nh thượng
platform character brand a la Disney. “We want to be the
hie u ma tre em đang kho c đo i.”
brand that kids are whining for.”
Ne u ba na m tợ i la ba t cư đie u gĩ gio ng như so ba đa u ti
If the next three years are anything like GoldieBlox’s fi rst
cu a GoldieBlox, no de da ng hĩ nh du ng ra mo t da y ha ng đ
three, it ’s easy to envision a new kind of toy a isle at the chợi mợ i ta i đa i sie u thi đi a
phượng, mo t da y ha ng co r local supercenter—one that heavily features
nhie u thượng hie u đa ne n ta ng Goldieblox.
Goldieblox’s multiplatform brand.
Questions for Discussion
Câu hỏi thảo luận
1. Of the factors that influence consumer behavior,
1. Trong so ca c ye u to a nh hượ ng đe n ha nh vi cu a ngượ i ti
which category or categories (cultural, social, personal,
du ng, chu ng loa i hoa c ca c c hu ng loa i na o (va n ho a, xa h
or psychological) best expla in the existence of a blue toy
ca nha n hoa c ta m ly ) gia i thĩ ch ro nha t sư to n ta i cu a
aisle and a pink toy aisle? Why?
ha ng đo chợi ma u xanh va da y ha ng đo chợi ma u ho ng? Ta
2. Choose the specific factor (for example, culture, sao?
family, occupation, attitudes) that you think most
2. Cho n ye u to cu the (vĩ du : va n ho a, gia đĩ nh, nghe nghi
accounts for the blue/ pink toy aisle phenomenon.
tha i đo ) ma ba n nghĩ ra ng gia i thĩ ch to t nha t cho hie n tượ
Explain the challenges faced by GoldieBlox in attempting
da y ha ng đo chợi ma u xanh / da y ha ng đo chợi ho ng. Gia
to market toys that “swim against the stream” or push
thĩ ch như ng tha ch thư c ma GoldieBlox pha i đo i ma t khi c
back against the forces of that factor.
ga ng tie p thi đo chợi ma “bợi ngượ c do ng” hoa c đa y l
3. To what degree is Goldi eBlox bucking the blue/pink
cho ng la i ca c lư c lượ ng cu a ye u to đo . toy aisle system?
3. GoldieBlox đang cho ng đo i da y ha ng đo chợi ma u xanh /
4. If GoldieBlox succeeds at selling lots of its toys, will ho ng ợ mư c đo na o?
that accomplish the mission of increasing the presence
4. Ne u GoldieBlox tha nh co ng trong vie c ba n nhie u đo chợ
of females in the field of engineering?
cu a mĩ nh, se no se hoa n tha nh nhie m vu ta ng sư hie n d
cu a pha i nư t rong lĩ nh vư c ky thua t hay kho ng?