Pace University

DigitalCommons@Pace
Case Studies Lubin School of Business

3-1-2002

Disney in Asia, Again
Raymond H. Lopez
Pace University

Recommended Citation
Lopez, Raymond H., "Disney in Asia, Again" (2002). Case Studies. Paper 3. http://digitalcommons.pace.edu/business_cases/3

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CASE STUDIES
No. 26 March 2002

Disney in Asia, Again?

by Raymond H. Lopez, Ph.D. Professor of Economics and Finance Lubin School of Business Pace University

DISNEY IN ASIA, AGAIN?

by

Raymond H. Lopez, Ph.D.

Raymond H. Lopez is Professor of Finance at the Lubin School of Business of Pace University.

Introduction

INTRODUCTION

“We could be getting close to the time for a major Disney attraction in the world’s most populous nation.” 1 “I am completely confident that Chinese people love Mickey no less than they love a Big Mac.” 2

Early in 1999, Michael Eisner, CEO of The Walt Disney Company, voiced his opinions concerning potential markets for his firm’s entertainment products and services. A major thrust for the new millenium would be development in Asia. The firm had now achieved a certain level of experience with owning and/or managing assets and operations outside the United States. They had two competing models that would be utilized to analyze and ascertain the financial and operating structure of their next foray into the global business arena. Their first experience was Tokyo Disneyland. Modeled after Disneyland in California and located six miles from downtown Tokyo, the park opened in 1983 and was literally a cultural and financial success from its start.