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Stratégie d’implantation de Disneyland dans le monde. Innovation d’adaptation aux cultures nationales et régionale DISNEYLAND’S WORLDWIDE IMPLEMENTATION STRATEGY. INNOVATION OF ADAPTATION TO REGIONAL AND NATIONAL CONTEXT

Christopher Herbez ()
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Christopher Herbez: Laboratoire de Recherche sur l'Industrie et l'Innovation. ULCO

No 262, Working Papers from Laboratoire de Recherche sur l'Industrie et l'Innovation. ULCO / Research Unit on Industry and Innovation

Abstract: Disney s’impose comme chef de file de l’oligopole du domaine des loisirs et du divertissement, grâce notamment à sa section Parcs et Loisirs. Ce statut n’est pas dû à son seul succès américain mais à une stratégie d’implantation mondiale. Ainsi, Disney impose son pouvoir aux quatre coins du globe en proposant un ensemble de parcs à l’image de la marque. Cette mondialisation est le résultat de multiples innovations d’adaptation aux cultures locales et régionales. Mais, qu’est-ce qu’une innovation d’adaptation ? Disney wins its oligopolistic dominance in the leisure and entertainment industry thanks to its Parks and Resorts section. This status is not only owed to its success in the U.S. but also a strategy of global presence. Thus, Disney imposes its authority across the globe by offering a series of parks of its brand image. This globalization is the result of many innovations to adapt to local and regional cultures. But, what is an innovation of adaptation?

Keywords: Innovation d’adaptation; Oligopole; Disney (search for similar items in EconPapers)
JEL-codes: O31 D4 (search for similar items in EconPapers)
Pages: 28 pages
Date: 2013-02
New Economics Papers: this item is included in nep-ino
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Published in Cahiers du Lab.RII, Février 2013

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