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Disney: Losing magic in the Middle Kingdom

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case study
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  1. Introduction
  2. Political aspect
  3. Economic issues
  4. Social (and cultural) matters
  5. Conclusion

Disney is undoubtedly one of the best known companies in the world of entertainment. Having initially flooded the world of film production (cartoons, movies and big budget-sagas such as Pirates of the Caribbean), the company has launched in 1950 in the construction and management of the theme park. The first logically opened in California, close to the studios. Then, based on its success, the company has increased its parks, with a first outside the U.S., which was opened in 1983, the last being opened in Hong Kong, which welcomed its first guests in September 2005. As we have seen in the case, the international expansion of the Group Disney through parks has not been done in simplicity, many opponents denouncing some form of American imperialism, parks not covered enough cultural specificities of countries (and regions) in which they were located.

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