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The Walt Disney Company: Case Study
Journalism & Communication
Pages 3 (753 words)
The Walt Disney Company: Case Study (Name) (Tutor’s Name) (Date) The Walt Disney Company: Case Study The Walt Disney Company was founded by Walt Disney and his brother Roy in the year 1927. As Baldwin, Liu and Suzuki (2005) note, initially, the company engaged in cartoon and animation production, and in a period of less than a century, it grew to a global entertainment company with theme parks, resort complexes, motion picture and television production and distribution, publishing and retail, consumer products licensing, and many other activities (p.
It was in the year 1983 that the company engaged in an international theme park named Tokyo Disneyland. The idea was developed by Oriental Land Company, (OLC) and in fact, all the investment too came from OLC. The Tokyo Disney land was a huge success as the Japanese readily accepted the American way of entertainment, and Disney received 10% of admission revenues and 5% of food and souvenir revenues as royalty with no apparent investment (Baldwin et al, p. 262). Overwhelmed by the success, Disney decided to start another international venture in France, and instead of passive commitment that reduced their share of profit, the company decided to take 49% ownership in the new venture. However, contrary to Disney calculations, the theme park received a lukewarm welcome in Europe. It miserably failed to find a balance between American and European cultures, and considering the strict values and dress code of the company as an indication of American imperialism, people stayed away from the theme park. ...
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