Walt Disney Imagineering

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Walt Disney Imagineering Some of the challenges Disney faced when entering the global market was language, cultural differences, political challenges and foreign currency. Disney created its Imagineering team to be visionaries for the company and to assist with breaking through those barriers they encounter. Disney’s goal was to penetrate the global market while “preserving its fundamental message and still catering to the wildly varying taste of different world cultures” (Nickels, McHugh, McHugh, n.d.). Their three strategic priorities are: creativity and innovation, application of technology, and global expansion. Since the United States is only 5% of the total world population, Disney understood the importance in global expansion and entering new markets. (Nickels, McHugh, McHugh, n.d.) One challenge that Disney faced was with the creation of “Tomorrow Land” in Hong Kong. Hong Kong is already living in the future with their technologically advanced civilization. To fix this problem, the Imagineering team created a story of “Tomorrow Land” that was off of Earth to a different planet somewhere in the galaxy (Nickels, McHugh, McHugh, n.d.). If government officials were not bought into the idea of a theme park they could create many barriers and prevent it from happening. Hong Kong’s government not only played a major role in the creation of Disney as an investor, but also supplied the land that the park was built on and the infrastructure to support the operation. Disney was also aware of the strategic use of the culture infusion by hiring local architects, engineers, and set designers to incorporate homegrown talents. When placing a theme park in a foreign country, Disney had to learn the culture and the sensitivities of the market. Disney wants to respect and observe the area culture while also maintaining the message of Disney and the integrity of the

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