Disney Globalization

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As a pioneer in Americanization worldwide, Walt Disney has aligned itself for the largest global marketing push since World War II. Through the use of animated cartoons, Disney has been able to convey various stories and meanings with a symbolic approach. Today, Disney has theme parks in various countries from Orlando to Tokyo. Almost any kid in the developed world can recognize a silhouette of Mickey Mouse. According to Artz (2002), “ Seven of the top ten selling movies in the world are Disney animations including Aladdin, Tarzan, and Beauty and the Beast.” With an expediently growing broadband network worldwide, Disney hopes to use the Internet to further market American culture all over the world. Disney has struggled in the past decade from lack of performance. When Robert Iger took over as CEO in 2005, he began making various changes to improve the globalization process. Iger first looked at the company’s vision and what mistakes if any were made. According to Gentile (2006), “ Iger dismantled Eisner’s strategic planning department that had frustrated many department heads by centralizing decision-making.” By shutting down this department, it allowed Disney to put control back into executive’s hands relative to location, rather than having each Disney group working in the same way. Managers were able to control each specific duty they were assigned based on geographical preferences, and to suit cultural needs more effectively. This also led to improved company morale overall for Disney employees. Each division was given the responsibility of managing, recording, and meeting or exceeding projected earnings, rather than leaving all the main management decisions to an office in the United States. Artz, L. (2002) Animating hierarchy: Disney and the globalization of capitalism. Retrieved July 18, 2008, from http://lass.calumet.purdue.edu/cca/gmj/oldsitebackup/submitteddocuments/archivedpapers/fall2002.htm

Gentile, G. (2006). Disney ceo...
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