Title

Disneyland Paris: A Case Analysis Demonstrating How Glocalization Works

Keywords

Adaptation; Culture; Disney; Globalization; Glocalization; Marketing

Abstract

This paper analyzes Disneyland Paris and how glocalization theory has been successfully applied to it. Glocalization means interaction of the global and the local. When the park was first opened, it was such a financial debacle that it has become the typical case study on how not to open a theme park. The mistake that Disney made was to use its traditional method to force-feed its US products to local cultures. The main premise of this paper is that even a giant like Disney has to show adaptation to local preferences in order to generate maximal profits and remain competitive. © 2010 Taylor & Francis.

Publication Date

6-1-2010

Publication Title

Journal of Strategic Marketing

Volume

18

Issue

3

Number of Pages

223-237

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/09652540903537014

Socpus ID

77954201898 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/77954201898

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