Structured Abstract: Purveyors of Pixie Dust, Being “Mickey Mouse Minded” Through Merchandise and People Management

Williams, Claire Hookham; Davis, Amy

Abstract

In 1931, Roy Disney Sr. noted that “The sale of a doll to any member of a household is a daily advertisement in that household for our cartoons and keeps them all ‘Mickey Mouse-Minded’”. That the Disney Company was aware of the significance of merchandising at such an early point in its history demonstrates just how crucial its branding was in the creation of a strong, inimitable corporate culture—one that stretches outside the company itself to embrace its fans. The methods by which the company very successfully achieved this through merchandizing and people management will be addressed throughout this paper.

Citation

Williams, C. H., & Davis, A. (2017). Structured Abstract: Purveyors of Pixie Dust, Being “Mickey Mouse Minded” Through Merchandise and People Management. In M. Stieler (Ed.), Creating Marketing Magic and Innovative Future Marketing Trends (743-747). Springer. https://doi.org/10.1007/978-3-319-45596-9_143

• Online Publication Date: Jan 6, 2017
• Publication Date: Jun 14, 2017
• Deposit Date: Jun 8, 2022
• Publisher: Springer
• Pages: 743-747
• Series Title: Developments in Marketing Science: Proceedings of the Academy of Marketing Science
• Series ISSN: 2363-6165 ; 2363-6173
• Book Title: Creating Marketing Magic and Innovative Future Marketing Trends
• ISBN: 9783319455952 ; 9783319833279
• DOI: https://doi.org/10.1007/978-3-319-45596-9_143
• Public URL: https://hull-repository.worktribe.com/output/3940413