Disney's World -- Even a Global Behemoth Must Prove Nimble in the New Global Marketplace
If there is one product category that U.S. companies have been able to export where the American character of the product is itself part of the winning value proposition, it's cultural works such as movies, television and music (as well as cultural clothing such as blue jeans and slogan-bearing T-shirts). And if there were ever a market that was begging for cultural products that appeal to the "tween" set, it's India where the population under the age of 14 is larger than the entire population of the US.
With that going for it, if there is a company that should be able to act as a global company in the sense that Ted Levitt defined it (i.e. a global company "operates with resolute constancy . . . as if the entire world (or major regions of it) were a single entity"), it should be Disney promoting family friendly movie
fare in India. As illustrated by its co-venture with Bollywood film studio Yash Raj Films to be announced today (and as detailed in an article in today's Wall Street Journal), Disney's efforts in India are in fact the latest illustration of the reality of the global marketplace discussed in previous posts on this blog. Even a global behemoth must customize its product and service offerings in order to meet the demands presented by foreign consumers, who like internet age consumers everywhere, want what they want, when they want it and how they want it.
In Disney's case, even the tame portrayal of budding boy-girl relationships and sometimes peevish middle school behavior is offensive to the Indian film distribution companies and their audience. Likewise, story lines based around baseball and basketball don't capture the imagination in a country where cricket is the national pastime. Bollywood has also produced quite a few Indian movie stars who have much more appeal to the Indian audience than some of the names from Disney's stable of talent in Hollywood.
In a clear refutation of Levitt's analysis of global corporate power to dictate what consumers buy, according to the WSJ article, Disney has had to change from its "traditional approach [which] was largely to force-feed its US products from its Burbank, Calif. headquarters." Instead, "the company ultimately concluded the cookie-cutter approach wouldn't work, and now is going country by country." The new global reality "means discarding Disney's historic obsession with going it alone -- and instead joining forces with local experts to produce culturally customized fare."
It's a global marketplace, but each country presents a different market segment and a different voice of the customer. To be successful, you must make sure that your value proposition -- the story that you tell your customers -- translates well across cultural differences.















