华特迪士尼公司：流媒体的风险 The Walt Disney Company: The Perils of Streaming (Simplified Chinese version)

Name: 华特迪士尼公司：流媒体的风险 The Walt Disney Company: The Perils of Streaming (Simplified Chinese version)
SKU: W36886

Ram Subramanian

Product #:W36886

Supplier:Ivey

Discipline:Strategy

Setting:United States, 2021

Details:Case (PDF) • 11 pages • 2024-01-26

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2021年7月，漫威电影宇宙（MCU）影片《黑寡妇》的主演斯嘉丽·约翰逊（Scarlett Johansson）以违反合同为由，起诉了电影制片公司华特·迪士尼公司（Disney），原因是该公司同时在影院和其流媒体平台Disney+上发布了这部电影，导致她的报酬减少。影片在第二和第三周的票房急剧下降，最终在影院上映期结束时的票房收入远低于许多其他漫威影片。诉讼声称，迪士尼对流媒体的垂直整合对演员的报酬产生了不利影响。迪士尼首席执行官鲍勃·查佩克（Bob Chapek）面临一个困难的决定，即在流媒体日益盛行的情况下，如何处理演员的报酬问题，因流媒体内容质量和可用性存在竞争关系。

In July 2021, Scarlett Johansson, the star of the Marvel Cinematic Universe (MCU) film Black Widow, sued The Walt Disney Company (Disney), the producer of the film, for breach of contract when it simultaneously released the movie in theatres and on Disney+, the company’s streaming platform, which resulted in a reduction of her compensation. The film saw a sharp drop in ticket sales in weeks two and three and ended its theatrical run with a much lower box-office take than many of the other MCU films. The lawsuit alleged that Disney’s vertical integration into streaming had caused a conflict of interest that had adverse consequences for talent compensation. Disney’s chief executive officer, Bob Chapek, was faced with the difficult decision of how to address talent compensation in light of streaming’s growing popularity, as Disney+ competed on the quality and availability of content.

Learning Objectives

本案例适合本科和研究生阶段的战略管理课程。大多数战略课程在前半部分侧重于商业战略，后半部分侧重于企业战略；鉴于垂直整合关乎企业战略主题，因此该案例最好在课程的后半部分使用。学生最好在讨论案例之前就已接触过垂直整合及其相关概念。在阅读、分析和讨论案例后，学生将能够做到以下几点：

理解垂直整合的概念，以及它如何适用于服务提供商。
分析扩大公司边界的影响。
评估在考虑垂直整合的利弊时，决策者可以选择的选项。

The case is best suited for courses in strategic management at the undergraduate and graduate levels. Most strategy classes focus on business strategy in the first half and corporate strategy in the second half; since vertical integration is a corporate strategy topic, the case is best used in the second half of the course. The expectation is that students will have been exposed to vertical integration and its related concepts prior to discussion of the case. After reading, analyzing, and discussing the case, students will be able to do the following:

Understand the concept of vertical integration as it applies to a service provider.
Analyze the implications of expanding a firm’s boundaries.
Evaluate the options open to a decision maker considering the pros and cons of vertical integration.

华特迪士尼公司：流媒体的风险 The Walt Disney Company: The Perils of Streaming (Simplified Chinese version)

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Learning Objectives