A Study of Disney’s Business Development

Education Department, Durham University, DH1 3RW Durham, United Kingdom

^* Corresponding author: xiaoyu.han@durham.ac.uk

Abstract

The establishment of The Walt Disney Company can be traced back to the year 1923, when two brothers, Walt and Roy O. Disney, founded a small animation studio that has further developed into a global media organization through strategic innovation, diversification, and expansion. The paper analyses the business development of Disney by looking into its historical background, diversification policies, globalization, digital transformation, and its social and environmental responsibilities. Through the acquisition of big studios like Pixar, Marvel, and Lucasfilm as well as the launch of Disney+ streaming service Disney has furthered the diversity of the entertainment offering as well as kept up with the needs of the digital age. The international theme parks and media networks owned by the company show their global influence and ability to adapt the local context through portraying different cultures. Disney`s way of dealing with the sustainability and social responsibility is a solid proof of its environmental protection and community contributing. The COVID-19 pandemic, among other challenges, did not obstruct Disney’s goal-oriented orientation and resourcefulness in achieving the desired outcomes. Thus, this study underlines the everlasting impact of Disney and its innovative approach for further development in a very dynamical sector of the entertainment industry.