Abstract
Disney Company is leading the world in family entertainment. Operating internationally, this firm faces the challenge of being confronted by all cultural, business, politic and legal environments that can be found around the world. At the marketing level, it involves itself in choosing the correct balance of standardization. The company proves to be excellent in making profits on a large scale and offering the most appropriate products everywhere. And so, we are going to look in the first part at the features of the standardised Disney marketing; and in the second part we will determine its degree of its standardization.
