Disneyland Paris: A Case Analysis Demonstrating How Glocalization Works

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