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The Third Battle of Bull Run: The Disney...

Powell, Elizabeth ...

Case

The Third Battle of Bull Run: The Disney's America Theme Park (B)

Powell, Elizabeth A.; Stover, Sarah

BC-0178 | Published January 29, 2001 | 5 pages Case

Collection: Darden School of Business

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In the A case, Disney CEO Michael Eisner pondered whether to go forward with his plans for a U.S. history theme park called Disney's America, in Virginia. The case depicts the origins of the Disney idea; one that Eisner hoped would distinguish his personal legacy and the company's work with local and state governmental officials. But opposition to the project grew. Originally the terms of the debate were about growth and environmental impact. Burt the terms of the controversy soon shifted to the sacred ground of the historical area. Disney's image of wholesome family fun was tarnished and portrayed as saccharine "McHistory." The B case provides an epilogue and interpretations about why Disney ultimately abandoned the project.