It is easy to say that the
world we live in today is globalized. With the help of the Internet and faster
and cheaper modes of transportation, the world has come together through the
process of globalization.
Concerning that fact, there are companies that want to break into markets
around the world, but there are some alterations that might need to be made to
accommodate, which is called glocalization. One of the
largest companies in the world was faced with the issue of overseas products,
and that company was Disney.
In 2005 Hong-Kong
Disneyland, was headed into some rocky waters with ticket sales, which was
ultimately losing the company money. The use of the glocatization concept
helped Disneyland Hong Kong make four major alterations, which were “(1)
reduction of prices; (2) adaptation to local visitors’ customs; (3) change of
décors and settings; and (4) adaptation of labor practices (Matusitz 2011, 671). Before the four changes, Disney was trying to
keep the traditional Disney theme, while being mindful of the Chinese culture,
and it’s environment. Due to that fact, Disneyland Hong Kong did not prove to
be very successful, until the changes were made. In 2007, after the alterations
were complete, the park saw “double-digit percentage growth among mainland
Chinese visitors” (Matusitz 2011, 676)
Matusitz, Jonathan. “Disney’s
successful adaptation in Hong Kong: A glocalization perspective”Asia
Pacific Journal of Management. December 2011. Accessed March 31, 2015
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