Disney's Pixar Animation Studios Acquisition Case: Revitalization or Trouble?
Abstract
The work analyzes Pixar Animation Studios' history, including Disney's acquisition of Pixar in 2006. Pixar was founded in 1986 and is located in Emeryville, California. However, Pixar started its operations as part of the Lucasfilm division. Pixar has produced 28 movies, earning 23 Academy, 11 Grammy, and 10 Golden Globe awards. Obviously, Pixar revised Disney's creative process, but at what cost? We analyze the business negotiations, sequels, COVID-19 challenges, and financial struggles. Discussion and lessons learned comprise this article.
Downloads
References
Bazerman, M. H., & Moore, D. A. (1994). Judgment in managerial decision making. Wiley.
Brown, N., & Brown, I. (2019). From digital business strategy to digital transformation-How: A systematic literature review. Proceedings of the South African Institute of Computer Scientists and Information Technologists 2019, 1-8.
Capodagli, B., & Jackson, L. (2010). Nos bastidores da Pixar: lições do palygroundcorporativomaiscriativo do mundo. Saraiva.
Catmull, E. (2008). How Pixar fosters collective creativity. Harvard Business School Publishing.
Cortes R., Dias, M., Lafraia, J. (2025). Changing Organizational Culture in Family Business Succession: A Case Study of a Brazilian Company Journal of Educational Research 8(2), 111-127. Doi: 10.5281/zenodo.14996464
Ciriello, R. F., Richter, A., & Schwabe, G. (2018). Digital innovation. Business & Information Systems Engineering, 60, 563-569.
Cunha, N.C., Dias, M. (2021) Contract Negotiation: When the Detail Saved the Day.GSJ 9(12), 130-141; https://doi.org/ 10.11216/gsj.2021.12.56418
Demirkan, H., Spohrer, J. C., & Welser, J. J. (2016). Digital innovation and strategic transformation. It Professional, 18(6), 14-18.
Dias, M (2021) Is the Covid-19 Pandemic Promoting More Empathetic Internal Business Negotiations? International Journal of Research in Commerce and Management Studies, 3(2), 51-64.https://doi.org/ 10.6084/m9.figshare.14346521
Dias, M., Navarro, R. (2018). Is Netflix Dominating Brazil? International Journal of Business and Management Review. 6, No.1, 19-32, January 2018. ISSN: 2052-6407. https://doi.org/ 10.6084/m9.figshare.7834643
Dias, M, Duzert, Y. (2021) The Evolution of Netflix In Brazil: The First Decade. GSJ 9(12), 1828-1842; https://doi.org/ 10.11216/gsj.2021.12.57011
Dias, M, Leitão, R., Batista, R., Medeiros, D. (2022) Writing the Deal: Statistical Analysis of Brazilian Business Negotiations on Intangible Assets. European Journal of Business and Management Research, 7(1), 61-65; https://doi.org/ 10.24018/ejbmr.2022.7.1.1233
Dias, M. (2020) The Four-Type Negotiation Matrix: A Model for Assessing Negotiation Processes. British Journal of Education, 8(5), 40-57. https://doi.org/ 10.37745/bje/vol8.no5.p40-57.2020
Dias, M. (2020a) Is There Any Difference Between Night and Day Business Negotiations? A Statistical Analysis. Journal of Xidian University, 14(6), 2417 - 2430. https://doi.org/ 10.37896/jxu14.6/287
Dias, M. (2020b) Predictive Model on Intangible Assets Negotiation: Linear Regression Analysis. Journal of Xidian University, 14(7), 1420-1433. https://doi.org/ 10.37896/jxu14.7/161
Dias, M. (2020c) Structured versus Situational Business Negotiation Approaches. Journal of Xidian University, 14(6), 1591 - 1604. https://doi.org/ 10.37896/jxu14.6/192
Dias, M. (2020d) The Effectiveness of Mediation in Brazilian Business Negotiations. European Modern Studies Journal, 4(5), 181-188.https://doi.org/ 10.6084/m9.figshare.13066025
Dias, M. Navarro, R. (2020). Three-Strategy Level Negotiation Model and Four-Type Negotiation Matrix Applied to Brazilian Government Negotiation Cases. British Journal of Management and Marketing Studies, 3(3), 50-66. https://doi.org/ 10.6084/m9.figshare.12479861
Dias, M., (2023) Teaching Materials on Warehouse Construction Negotiation. International Journal of Business Management, 6(9), 89-102, https://doi.org.10.5281/zenodo.8396647
Dias, M., (2023a) Teaching Materials on Paint Shop Business Negotiation. International Journal of Applied Management Science, 4(9), 1-13, https://doi.org/10.5281/zenodo.8396627
Dias, M., (2023b) Teaching Materials on Private Healthcare Negotiation. International Journal of Social Science and Humanities Research, 6(9), 105-117, https://doi.org.10.5281/zenodo.8396612
Dias, M., (2023c). Teaching Materials on Security Technician Business Negotiation. International Journal Of Educational Research, 6(8), 12-27; https://doi.org.10.5281/zenodo.8367744
Dias, M., (2023d). Role-Play Simulation on Locksmith Business Negotiation. GPH-International Journal of Social Science and Humanities Research, 6(8), 44-56; https://doi.org.1 10.5281/zenodo.8359959
Dias, M., Lafraia, J.,Schmitz, T. & Vieira, P. (2023). Systematic Literature Review on Negotiation & Conflict Management. European Journal of Theoretical and Applied
Dias, M., Lopes, R. (2020) Do Social Stereotypes Interfere in Business Negotiations? British Journal of Marketing Studies, 8(4), 16-26. https://doi.org/ 10.6084/m9.figshare.12501293.v1
Dias, M., Lopes, R., Cavalcanti, G., Golfetto, V. (2020) Role-Play Simulation on Software Contract Negotiation. Global Scientific Journals, 8(6), 1-10. https://doi.org/ 10.11216/gsj.2020.06.40176
Dias, M., Lopes, R., Duzert, Y. (2020) Mapping the Game: Situational versus Structured Negotiations. Saudi Journal of Economics and Finance, 4(6): 271-275. https://doi.org/ 10.36348/sjef.2020.v04i06.012
Dias, M., Lopes, R., Teles, A., Castro, A., Pereira, A. (2020) Teaching Materials on Extrajudicial Settlement Negotiation. Global Scientific Journals, 8(5), 1529-1539. https://doi.org/ 10.11216/gsj.2020.05.39996
Dias, M., Nascimento, C.; Lima, M.; Santos, A.; Duarte, M.; Rocha, M.; Martins, M.; Mendes, F.; Filho, R.; Marques, L.; Filho, C.C. (2021) Role-Play Simulation on Contract Bidding Negotiation. GSJ, 9(9), 486-499.https://doi.org/ 10.11216/gsj.2021.09.54036
Dias, M., Pereira, L., Teles, A. Lafraia, J. (2023) Show Me Your Hands: A Moderator Effect Analysis on Nonverbal Behavior at the Bargaining Table. EJTAS, 1(2), 119-127 https://doi.org/10.59324/ejtas.2023.1(2).12
Dias, M., Pereira, L., Vieira, P., Barbosa, L., Quintão, H., Lafraia, J. (2023) Mediation & Dispute Board Resolution: A Systematic Literature Review. GPH-International Journal of Social Science and Humanities Research,6(5), https://doi.org/10.5281/zenodo.7952719
Dias, M., Toledo, R., Silva, A., Santos,M. , Aragão, M, Junior, M., Rocha, C., Silva,G., Marques Filho, C. (2022) Buyer-Seller Negotiation: Military Cargo Jet Acquisition. GSJ, 10(10), 2481-90.https://doi.org/10.11216/gsj.2022.10.78649
Dias, M.; Almeida, F.; Silva; Russo, J.; Machado, V.; Costa, J.; Barbosa, M.; Jornada, F.; Filho, C. (2022) Role-Play Simulation on Vehicle Acquisition: Buyer-Seller Negotiation. GSJ (10)8, 1817-28; https://doi.org/ 10.11216/gsj.2022.08.77291
Dias, M.; Andrade, S.; Silva, M. R.; Teles, G.; Mello, B.; Moura, R.; Salazar, A.; Sotoriva, L.M.; Mariotti, A; Filho, C. (2021) Role-play Simulation on Buyer-Seller Knowledge Transfer. GSJ, 9(8), 2340-52.https://doi.org/ 10.11216/gsj.2021.08.53672
Dias, M.; Duzert, Y.; Lopes, R. (2021) PerspectivaEpistêmica do Processo de Negociação. International Journal of Development Research, 11(7), 48803-10. https://doi.org/ 10.37118/ijdr.22463.07.2021
Dias, M.; Lopes, R. (2021). A Confiançatransformativaemnegociações. International Journal of Development Research, 11(6), pp. 48178-82. https://doi.org/ 10.37118/ijdr.22261.06.2021
Dias, M.; Lopes, R. (2021). O dilema da confiançaaplicado à negociação de escopoemgerenciamentosprojetos. International Journal of Development Research, 11(8), pp. 49225-30. https://doi.org/ https://doi.org/10.37118/ijdr.22676.08.2021
Dias, M.; Lopes, R.; Teles, A. (2020) Nonparametric Analysis on Structured Brazilian Business Negotiations. Global Scientific Journal 8(6), 1511-22. https://doi.org/ 10.13140/RG.2.2.13318.60482
Dias, M.; Netto, P.C; Oliveira, F.; Melo, L.; Cavalcanti, S.; Marques, A.; Silveira, F.M., Bastos, E.H.; Pitangueira, A.L;Vaz, H.; Filho, C.C.(2021) Role-Play Simulation on Land Invasion Negotiation. GSJ, 9(8), 2916-29.https://doi.org/ 10.11216/gsj.2021.08.53806
Dias, M.; Silva, L. (2021) Role-Play Simulation on Basic Sanitation Services Contract Negotiation. Global Scientific Journal, 9(6), 1081-1098.https://doi.org/ 10.11216/gsj.2021.06.51827
Dias, M.;Pires,R.;Genial, R.;Santos, P.;Araújo, L.;Moura, F.; Lima, S.Nascimento, F. Marques Filho, C. (2022) Case Study on Buyer-Seller Negotiation: Ultrabook Government Acquisition. GSJ (10)9, 1737-45; https:/doi.org/10.11216/gsj.2022.09.77913
Dias, Murillo; Waltz, Flavio; Oliveira, Barbara. Y. (2021) Teaching Materials on Brazilian Private Companies: Software Contract Negotiation. Global Scientific Journals, 9(1), 2499-2508. https://doi.org/ 10.13140/RG.2.2.10976.61448
Fisher, R. and Ury, W., (1981). Getting to Yes: Negotiating Agreement Without Giving In. Penguin Books
Hoessler, S. & Carbon, C. (2023). Digital transformation and Ambidexterity: a literature review on exploration and exploitation activities in companies’ digital transformation. International Journal of Innovation Management. 26.10.
Khin, Sabai & Ho, Theresa. (2018). Digital technology, digital capability and organizational performance: A mediating role of digital innovation. International Journal of Innovation Science. 11. 10.1108/IJIS-08-2018-0083.
Kissinger, H.A., 1969. Nuclear Weapons and Foreign Policy. W.W. Norton.
Kochnev, M. (2016). Companies ‘mergers and acquisitions in example of The Walt Disney Company and Pixar (Doctoral dissertation, Masaryk University, Faculty of Economics and Administration).
Kohli, R., & Melville, N. P. (2019). Digital innovation: A review and synthesis. Information Systems Journal, 29(1), 200-223.
Lax, D.A., & Sebenius, J.K. (1986). The Manager as Negotiator: Bargaining for Cooperation and Competitive Gain.
Li, F. (2020). The digital transformation of business models in the creative industries: A holistic framework and emerging trends. Technovation, 92, 102012.
Liu, G., Liu, J., Gao, P., Yu, J., & Pu, Z. (2024). Understanding mechanisms of digital transformation in state-owned enterprises in China: An institutional perspective. Technological Forecasting and Social Change, 202, 123288.
Xu, L., Zhang, H., & Zhang, L. (2022). Doing a Deal? Merger and Acquisition Negotiation and Business Strategy Analysis: Case Study of Amazon and MGM. Journal of Economics, Business and Management, 10(3), 159-164.
Navarro, R. , Dias, M. (2024)Nonmarket Negotiations:Leveraging Performance when Negotiating with Governments, Influencers, Media, NGOs, Communities and other Key Stakeholders.BJMAS,5(2),90-113.DOI:10.37745/bjmas.2022.0460
New York Times (2006) Disney to Buy Pixar for $7.4 Billion. Retrieved from https://www.nytimes.com/2006/01/24/business/disney-to-buy-pixar-for-74-billion.html on 07 May 2025.
Nylén, D., & Holmström, J. (2015). Digital innovation strategy: A framework for diagnosing and improving digital product and service innovation. Business horizons, 58(1), 57-67.
Ozturk-Kose, E. (2024). Digital Transformation and Innovation: The Role of Institutional Conditions and Emerging Economies. In New Strategy Models in Digital Entrepreneurship (pp. 278-295). IGI Global.
Patalon, M., &Wyczisk, A. (2024). Mapping digital transformation of municipalities through the lens of institutional isomorphism. International Journal on Social and Education Sciences (IJonSES), 6(4), 600-635.
Pruitt, D.G. (1981). Negotiation Behavior. Academic press.
Raiffa, H., Richardson, J., & Metcalfe, D. (2002). Negotiation analysis: The science and art of collaborative decision making. Harvard University Press
Rubin, K. H., & Brown, I. D. (1975). A life-span look at person perception and its relationship to communicative interaction. Journal of Gerontology, 30(4), 461-468.
Salacuse, J. (2003). The Global Negotiator. New York: Palgrave, Macmillan.
Salacuse, J. (2006). Leading Leaders: how to Manage Smart, Talented, Rich and Powerful People. NY: AMACOM.
Santos, M. and Dias, M. (2024) The Seven Forces That Shape Trust in Virtual Negotiation: A Qualitative Study. Open Journal of Business and Management, 12, 2208-2223. doi: 10.4236/ojbm.2024.124113.
Santos, M.; Dias, M. (2024). Best Practices for Building Trust in Virtual Business Negotiations,British Journal of Multidisciplinary and Advanced Studies, 5(2),45-66; https://doi.org/10.37745/bjmas.2022.0450
Sartori, S.; Jantsch, M. Dias, M. Navarro, R. (2020) Negotiating with Indigenous Peoples: Land Area Acquisition for the Fulkaxó Reserve in Brazil. Saudi Journal of Economics and Finance, 4(9), 457-461.https://doi.org/ 10.36348/sjef.2020.v04i09.006
Saunders, M.; Lewis, P.; Thornhill, A. (2009). Research Methods for Business Students. Prentice Hall, 5th edition.
Schatzki, M.; Coffey; W. (1981). Negotiation: The Art of Getting What You Want. Signet
Schiavi, G. S., Behr, A., &Marcolin, C. B. (2024). Institutional theory in accounting information systems research: Shedding light on digital transformation and institutional change. International Journal of Accounting Information Systems, 52, 100662.
Shell, Richard (2006). Bargaining for Advantage. Penguin Books.
Valente, R., and Dias, M. (2023)How To Structure A Retail Pharmacy Business Negotiation. Gph-International Journal Of Business Management, 6 (4), 1-15; https://doi.org/10.5281/zenodo.7817264
Yin, R. K. (2004). The case study anthology. Sage.
Zartman, I. W. (1988). Common elements in the analysis of the negotiation process. Negotiation Journal, 4(1), 31-43.
The authors and co-authors warrant that the article is their original work, does not infringe any copyright, and has not been published elsewhere. By submitting the article to GPH-International Journal of Social Science and Humanities Research, the authors agree that the journal has the right to retract or remove the article in case of proven ethical misconduct.
Firozpur Jhirka, Haryana, India
