Adventureland: Disney’s Foreign Operations

by: No authors for this product.

Publication Date: October 11, 2006
Length: 15 pages
Product ID#: 1-428-692

Core Disciplines: International Business, Marketing/Sales, Strategy & Management

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Teaching Note

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The two Disney amusement park complexes in the U.S. have been tremendously successful. This has led the company to open new parks in Japan and France with different degrees of success. This case discusses the strengths and weaknesses of Disney’s global strategy. Many students will have heard about or visited Disney theme parks at some point in their life, and thus this case makes for a lively class discussion. Both undergraduate and MBA international business students will find this case to be interesting, enjoyable, easy to read and understand, yet quite challenging. Cross-cultural literacy is a critical and complex aspect of international business. This case illustrates not only Disney’s mistakes, but the reasoning behind the mistakes, and ultimately, what we can learn from its experiences.

Teaching Objectives

After reading and discussing the material, students should:

  • Develop an awareness of the critical complexities and nuances that companies face when operating in different cultures.
  • Identify and discuss a company's core competencies.
  • Evaluate the global strategy of a major corporation.