Globalisation of the Walt Disney Company: how their skills in finance, marketing, and promotion are influential when expanding the Disney empire

Lawrence, Rebecca (2016) Globalisation of the Walt Disney Company: how their skills in finance, marketing, and promotion are influential when expanding the Disney empire. BA dissertation, University of Portsmouth.

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    Abstract

    This dissertation will examine the ‘Walt Disney Company’ and how they have spent almost a century expanding their brands, making them one of the top five most successful entertainment companies in the world. I will outline their creative, financial and marketing decisions and how these have been affected by the processes of globalisation and ‘Disneyization’. I will also focus on Walt himself – his history and how he built his company from ‘one small dream’.
    Author JM Barrie and his magical creation Peter Pan have both been hugely beneficial to Great Ormond Street (Children’s) Hospital. The complexities of the Peter Pan copyright in relation to the hospital and Disney are unravelled. I examine Peter Pan’s image and how Tinkerbell’s tiny character but big personality has changed the way film princesses (and girls in the family and society) are viewed today.
    Disney has successfully branded the ‘Princess’ franchise throughout the world and developed this to reflect modern times, now making their Princesses more ‘sassy’ and independent. However, these developments have not come without controversy related to ‘stereotyping’.
    At times, Disney has struggled to remain competitive but the company survives, with a foothold in many sectors of the global entertainment industry. Research evidence will show how the company reinvents itself into new markets and franchises; they are developing and heavily promoting ‘Star Wars’ and now offer weddings and ‘once in a lifetime personal experiences’ which are delivered by Disney ‘cast members’.
    This dissertation is based on information from a variety of sources - knowledge I already have from ‘life experience’, research articles, academic books and websites. I also used a ‘qualitative approach’ to my research by interviewing (and audio recording) a charity-lead from Great Ormond Street Hospital and include a ‘testimonial’ from a Disneyland Paris ‘cast member’.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Media and Performing Arts
    Depositing User: Jane Polwin
    Date Deposited: 11 Nov 2016 16:41
    Last Modified: 11 Nov 2016 16:41
    URI: http://eprints.port.ac.uk/id/eprint/22681

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