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This is an account of the changes that Ynon Kreiz, chief executive at Mattel since 2 0 1 8 , plans to implement to grow

This is an account of the changes that Ynon Kreiz, chief executive at Mattel since

2018,

plans to implement to grow the company, which has been in decline for some time. As you read this case account, consider the following questions Where do the changes that Kreiz is making sit on the continuum from shallow to deep change?

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