Disney Wanted to Make a Splash in China With ‘Mulan.’ It Stumbled Instead.

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Marketing Research.

Description: A political controversy over a filming location was a rare blunder for one of the world’s savviest companies in dealing with China.

Source: NYTimes.com

Date: Sep 12, 2020

Link: https://www.nytimes.com/2020/09/12/business/media/disney-mulan-china.html

Questions for discussion:

  • Why is there a problem?
  • What could have been done to avoid the problem?
  • How should marketers at Disney deal with this now?