• ISSN: 2010-0248 (Print)
    • Abbreviated Title: Int. J. Innov.  Manag. Technol.
    • Frequency: Quarterly
    • DOI: 10.18178/IJIMT
    • Editor-in-Chief: Prof. Jin Wang
    • Managing Editor: Ms. Nancy Y. Liu
    • Abstracting/ Indexing: Google Scholar, CNKI, Ulrich's Periodicals Directory,  Crossref, Electronic Journals Library.
    • E-mail: ijimt@ejournal.net
IJIMT 2022 Vol.13(3): 64-70 ISSN: 2010-0248
doi: 10.18178/ijimt.2022.13.3.923

Under COVID-19 the Transformation of Enterprise Strategy — A Case Study of Disney

Fuhan Liu, Bingzhu Luo, Yanyuan Zhu, and Yukun Wang
Monika Ciesielkiewicz1,*, Claire F. Bonilla2, and Carlos Olave-Lopez-de-Ayala3
1. School of Education, Computense Unversity of Madrid, Spain
2. Department of Computer Science, UDIMA—Universidad a Distancia de Madrid, Spain
3. School of Ecomomics, University of Valencia, Spain
Email: monikacies@gmail.com(M.C.); clairefbonilla@gmail.com(C.F.B.); carolode@alumni.uv.es(C.O.-L.A.)
*Corresponding author

Abstract—The emerge of new technology and media platforms has deeply changed the landscape of strategic business management and the global media industry. The company business strategy optimization is becoming increasingly significant in the era of the digital economy, especially amid the COVID-19 pandemic. This article will utilize SWOT analysis and financial models to develop data-driven insights and in-depth recommendations on enterprise strategy transformation based on the case study of Walt Disney. The research results show that Disney should shift from offline business lines such as parks and stores to online streaming and interactive media, which will help Disney fully take advantage of their competitive strengths of the intellectual property portfolio and distribution channels to further develop the streaming media business segment aligned with the studio department. By transforming weaknesses and threats into new growth opportunities, Walt Disney will be able to achieve further global market outreach and maximize the profitability of innovation on creative content.

Index Terms—Enterprise strategy, SWOT analysis, walt Disney, COVID-19.

Fuhan Liu is with Beijing Normal University, China (e-mail: 201911011111@mail.bnu.edu.cn).
Bingzhu Luo is with Northwestern University, China (e-mail: Bingzhuluo2018@u.northwestern.edu).
Yanyuan Zhu is with Beijing Technology and Business University, China (e-mail: 1805030302@st.btbu.edu.cn).
Yukun Wang is with New York University, USA (e-mail: yw4798@nyu.edu).


Cite: Fuhan Liu, Bingzhu Luo, Yanyuan Zhu, and Yukun Wang, "Under COVID-19 the Transformation of Enterprise Strategy — A Case Study of Disney," International Journal of Innovation, Management and Technology vol. 13, no. 3, pp. 64-70, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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