Disney: Integration is Key

Disney; It is a company we are all familiar with, but they were not always the entertainment powerhouse that we know them as today. So this raises the question of what allowed them to grow to such a monstrous size? this can be answered by looking at integration. To begin we can look back to 2006. this year marks the historic acquisition of Pixar studios by Disney. From that point forward Disney has been the pinnacle of box office success for well over a decade and has acquired many other companies, further increasing its entertainment dominance. A few other notable examples of horizontal integration between Disney and other companies include Disney buying marvel studios in 2009, their purchase of Lucasfilm in 2012, and there most recent acquisition of 21st century fox in 2019. We can also see examples of verticle integration in Disney. Examples of this can be seen through a thing like there own Disney stores and the sale of Disney merchandise to help further there own profits. we can see this through the sale of things like apparel from the latest movie, or toys based on one of there tv shows. It is easy to see that integration has been a key factor in Disney's success. Acquiring companies has been a key staple is Disney's dominance over 28% of the entertainment market.

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