International Disney Parks: Glocalizing Mickey and the Local Market

Abstract

This paper asks and answers two fundamental questions: 1) what is Mickey's role in the international Disney parks? and 2) How important is glocalization to the success of the international parks? Recognizing Mickey as the promotional foot in the door to the countries the international parks call home, this paper looks at each of the four international parks as case studies for the importance of glocalization. Glocalization is not a one size fits all model, and is an on-going practice for these parks. Each park an important piece of the puzzle for Disney's understanding of the local, global market.