Celebration of Scholars
A Man, His Mouse, and An Empire: Exploring the Success of the Walt Disney Corporation
Name:
Cayla Davis
Major: Marketing and Finance
Hometown: Racine
Faculty Sponsor:
Other Sponsors:
Type of research: Senior thesis
Funding: NA
Abstract
The purpose of this paper is to
explore the reasons behind Walt Disney Corporation’s success. As the largest
entertainment company in the world, Disney holds an unparalleled influence on movies, brands, and theme parks. They revolutionized the family
entertainment industry, effectively setting the bar for competitors. However,
competitors fall short time and time again. This research explains the keys to
Disney’s success: powerful brands, merchandising, and the Walt Disney
Theme Parks. After analyzing these aspects, opportunities and directions for the
future of Walt Disney Corporation will be discussed.