Advantages and disadvantages of Licensing: The Case of Walt Disney Consumer Products, DCP
Introduction
Walt Disney owns and runs the affiliate Walt Disney consumer products, DCP, that extends the organizations main brand, Disney, to merchandise including books, magazine, stationery, animation art, electronics and books through the organization’s lines of business; Disney fashions, Disney foods, Disney toys, Disney health and beauty and the Disney stationery (Jalan, 2008). As a licensor, the organization provides licensing services to foreign companies willing to market the Disney product in various nations, most of which are located in Europe and Asia. Disney Corporation holds and maintains the product ownership through patenting, and only allows the client to ...
