Chapter | Beyond Free Trade: Firms, Governments, and Global Competition | 1993

Bearings: The Visible Hand of Global Firms

Keywords: Globalized Firms and Management; Trade;

Format: Print

Citation:

Collis, David J. "Bearings: The Visible Hand of Global Firms." In Beyond Free Trade: Firms, Governments, and Global Competition, edited by D. B. Yoffie, 251–310. Boston, MA: Harvard Business School Press, 1993.

The first ten pages of this case are comprised of the company's history, from 1923 to 2001. The Walt years are described, as is the company's decline after his death and its resurgence under Eisner. The last five pages are devoted to Eisner's strategic challenges in 2001: managing synergy, managing the brand, and managing creativity. Students are asked to think about the keys to Disney's mid-1980s turnaround, about the proper boundaries of the firm, and about what Disney's strategy should be beyond 2001.

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