Marketing Strategic Change in Expansionof Disneyland : Cases Study of Disneyland's Overseas Expansion in Shanghai

Master thesis English OPEN
Zhu, Li; Xu, Dan;
(2010)
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
  • Subject: Business and economics | Ekonomi

Problem: The international theme park industry is growing but is also facing a series of bottleneck problems. Disneyland as one of the most famous theme parks, is trying to expand its kingdom to China. With the success and failure of the three previous oversea Disneylan... View more
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