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Disney was forced to rethink its business strategy for China.
The strategy. Disney judged that its best opportunities lay with the rise of China’s middle class. Annual disposable income among urban residents had grown at an average of 8 per cent a year since 1990.
Education offered a new direction. Disney had produced educational films and materials for various markets for 40 years. But in China it decided on a much bolder approach after its research highlighted three distinctive aspects of the Chinese market