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| Author: | Matusitz, J. |
| Title: | Disneyland Paris: a case analysis demonstrating how glocalization works |
| Journal: | Journal of Strategic Marketing
2010 : JUN, VOL. 18:3, p. 223-237 |
| Index terms: | culture globalization marketing case studies local planning France |
| Language: | eng |
| Abstract: | The article examines Disneyland Paris and how glocalization theory has been succesfully applied to it. The term glocalization refers to interaction of the global and the local. When the park was first opened, it was such a financial debacle that it became the typical case study of how not to open a theme park. Disney's mistake was to use its traditional method to force-feed its US products to local cultures. The main premise of this article is that even a giant like Disney has to show adaptation to local preferences in order to generate great profits and maintain competitive advantage. |
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