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Abstract

This article analyses the existence of Mickey Mouse as the mascot of the Walt Disney Company based on global value chain perspective. As the official mascot of Walt Disney Company, Mickey Mouse has been well-established since 1928 to the present day, its artwork having been produced as motion pictures, television series, comics, books, and theme parks. Its existence has made Walt Disney Company as one of the most successful multinational companies that dominate the entertainment industry in the world. Earlier studies have explained that the existence of a company’s mascot in the entertainment industry is perpetuated by the company’s strategy through branding and supply chain management. However, in the global value chain, previous studies have not yet discussed companies by their mascots, focusing only on the business activities in the industry. Therefore, this article analyses the mascot of the Walt Disney Company: Mickey Mouse,in building the company into the global economy using the global value chain perspective. Nonetheless, the branding strategy and supply chain management correlate to one of the global value chain elements, theinput-output structure. The perpetuation of the existence of a mascot is supported by other global value chain elements, namelythe local institutional context and geographic scope.

Bahasa Abstract

Artikel ini berfokus pada eksistensi Mickey Mouse sebagai maskot Walt Disney Company berdasarkan perspektif global value chain. Sebagai maskot resmi, Mickey Mouse telah bertahan lama sejak tahun 1928 sampai saat ini, melalui karya yang telah dihasilkan seperti film layar lebar, serial televisi, komik, buku, dan taman hiburan. Eksistensi Mickey Mouse telah membuat Walt Disney Company sukses menjadi salah satu perusahaan yang mendominasi industri hiburan dunia. Studi-studi sebelumnya menjelaskan bahwa eksistensi mascot dalam industry hiburan dilanggengkan melalui strategi perusahaan yaitu branding dan supply chain management. Studi-studi sebelumnya mengenai global value chain belum membahas perusahaan dari segi maskotnya, tapi hanya melihat konsekuensi aktivitas bisnis yang dilakukan dalam industri. Oleh karena itu, artikel ini berfokus pada maskot dari Walt Disney Company yaitu Mickey Mouse dalam membangun perusahaan ke dalam ekonomi global melalui perspektif global value chain. Strategi branding dan supply chain management termasuk dalam salah satu elemen global value chain yaitu struktur input-output. Kemudian, pelanggengan eksistensi dari maskot juga didukung oleh elemen global value chain lain yaitu konteks institusi lokal dan cakupan geografis.

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