The Joytoy Company

Lynne Patten (School of Business, Clark Atlanta University, Atlanta, Georgia, USA)

Journal of Management Development

ISSN: 0262-1711

Publication date: 21 March 2008



The purpose of this paper is to increase the student's knowledge of the value chain and its importance in managing costs.


The approach takes the form of a teaching case with practical implications, which also includes teaching notes.


It is important to effectively manage a company's value chain. A clear understanding of the value chain, combined with effective management of all aspects of the value chain can often lead to a competitive advantage in today's business environment.

Practical implications

A company can improve decision making with a clear understanding of the value chain.


This case presents a practical and straightforward approach for instructors to explain the value chain concept and how important managing the value chain can be to the company's overall success.



Patten, L. (2008), "The Joytoy Company", Journal of Management Development, Vol. 27 No. 3, pp. 265-274.

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Copyright © 2008, Emerald Group Publishing Limited

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