Final presentation for International Business course, in which I discuss the globalization of the Walt Disney Theme Parks and Resorts.

1. the globalization of
it’s a small world after all:
kelly mccrossin
intl business
spring 2015

2. california florida paris tokyo hong kong shanghai
coming soon

3. opened july 17, 1955 in anaheim, california
walt wanted to build a park where kids
and adults could have fun together. he
wanted to combine his fanciful films with
the charm of an american small
town with features such as main street,
usa.

4. experimental prototype community of tomorrow

5. disneyization:
the process by which
the principles of the
disney theme parks are
coming to dominate
more and more sectors
of american society as
well as the rest of
the world.

6. why expand?
profits
saturation of market
global brand recognition

7. values beliefs attitudes

8. why paris?
tourism

9. why tokyo?
demand

10. why hong kong?
population

11. anticipatory
localization:
Firms adapt the principles
of disneyization to local
conditions in anticipation
of how they are likely
to be received.

12. hall of presidents, an
attraction in both
disneyland and walt disney
world, was strategically
forgone in the plans
for tokyo and paris, as
the ride was considered
extremely foreign for
nonamericans.

13. responsive
localization:
as a result of its contact
with local conditions and
culture, a firm feels
compelled or inclined to
adapt its services and
how they are to be
delivered.

14. originally,
the food in tokyo disney
was too american, and
the introduction of more
familiar japanese food
and treats had to be
integrated to accommodate
tastes.

15. “We have a special
opportunity to build a
resort that reflects
everything we have
learned from our
various parks around
the world.”
-bob iger

16. thank you!