Question 1

After reviewing Porter's Generic Strategies, you are asked to determine which of these strategies was the approach Disney utilized prior to the acquisition of Pixar. Did this approach change after 2006?

Question 2

Prior to the acquisition of Pixar by Disney, Steve Jobs became the largest shareholder and eventual single shareholder of Pixar. George Lucas was in a spot (divorcing and didn't see a clear vision for the soon to be Pixar) and was willing to sell Pixar. How did the initial deal with Disney and Pixar impact both companies financially and modify their brand images?

Question 3

The initial deal between Pixar and Disney resulted in an uneven financial position for Pixar. Jeffrey Katzenberg brought Disney's distribution and marketing, but Pixar owned the technology and its innovative applications.Pixar had developed a strong reputation for its techniques and storytelling, but Disney held the stronger hand in marketing. The agreed on a 3-picture deal. After the success of Toy Story, Steve Jobs and Michael Eisner negotiated another deal for a 50/50 split of revenue. However, non-financial issues were beginning to take their toll. What eventually caused this relationship to become untenable?