When Mickey Loses Face: Recontextualization, Semantic Fit, and the Semiotics of Foreignness
从符号学视角，以迪士尼国际化为案例，提出“语义契合”概念，解释企业资产在不同文化环境中如何被赋予新意义，补充了战略契合理论。
Foreignness is generally viewed as a liability for the multinational enterprise, negatively affecting strategic fit and the successful transfer of firm assets abroad. Using semiotics—the study of how language systems convey meaning—and the Walt Disney Company's experiences in internationalization, I develop the notion of semantic fit as a necessary complement to strategic fit and formalize a conceptual model of recontextualization—the process by which firm assets take on new meanings in distinct cultural environments.