Abstract
The first issue the Walt Disney Company has to face concerns diversification: has it diversified too far? It is legitimate to consider such a question as the number of businesses Disney presents has exploded since the company's beginning. Indeed, being first a company based on movie-making, Disney then expanded into the music business with records, into theatrical and television productions, into broadcasting networks, into theme parks and resorts, as well as into internet activities and sports teams ! Although Eisner got rid of some activities in 1999, we still wonder if Disney has diversified too much and whether it has a coherent offer through which it can really create value. A diversification process cannot spare a company's image, that is why Disney also has to focus on its brand image. Indeed, by entering new businesses, the company may jeopardize its brand equity and brand image. Walt Disney's original legacy seems to be fading, which provokes internal disagreements as well as external negative consequences. Disney has already suffered from boycotts because it failed to respect its original values and position.
