the globalization of

it’s a small world after all:

kelly mccrossin

intl business

spring 2015

california florida paris tokyo hong kong shanghai

coming soon

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.

experimental prototype community of tomorrow

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.

why expand?

profits

saturation of market

global brand recognition

values beliefs attitudes

why paris?

tourism

why tokyo?

demand

why hong kong?

population

anticipatory

localization:Firms adapt the principles

of disneyization to local

conditions in anticipation

of how they are likely to be received.

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.

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.

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.

“We have a special

opportunity to build a

resort that reflects

everything we have learned from our

various parks around the world.”

-bob iger

thank you!