Combating copycats and a changing consumer culture: Disney's lessons from China

Geoffrey Precourt

When an imitation Rolex shows up on a street corner, there are teams of attorneys who track the fakes back to the factory and close the place down. And it's not a pretty story for the sweatshop that gets caught manufacturing replica Nikes. But what happens when a series of knockoff themeparks - with the all-too-familiar name "It's a Small World" - start popping up in China? What is Disney to do?

"It's 'to each, his own,'" explained Paul Caswell, senior manager, global consumer insight at Disney Destinations LLC. "It's something we work with in each [Chinese] market."

Paul Caswell explains Disney's Chinese strategy at ARF re:think