A Case Study: Emerging Markets Business & Marketing Case Study (Case Study Sample)

A Case Study: Emerging Markets
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A Case Study: Emerging Markets
Introduction
Entering Chinese market poses cultural and political challenges for companies. In order to address the issues, Disney used a glocalization strategy that incorporated the local values and norms in launching Shanghai Disneyland. This is a case study on how Shanghai Disneyland created a brand tory to bargain for tensions throughout the glocalization process.
Critical analysis and discussion
A semiotic evaluation of Shanghai Disneyland commercials shows ways Disney understood cultural themes of harmonic balance and collective balance in order to produce a brand story. Analysis of themes considers ways the Chinese people participated in the brand story about the Chinese social networks. The people were engaged with the brand narratives in ways that deviate from Disney's message, including avoiding descriptions of people as part of the narrative (Peng, 2018). Despite the eccentricities aligned with and reinforcing the cultural norms, they were still in China’s Disneyland brand narratives.
The approach used in Shanghai's glocalization procedures offers organizations and businesses a reference point specifying considerations to establish businesses in the Chinese markets. Glocalization serves as a case example of ways organizations participate and uses the representation to consider the local cultures and new settings. The case study identifies the main examples of what Disney did in order to get itself in the Chinese marketplace (Peng, 2018). It created three key consideration which can be applied in the glocalized tactics.