Wаlt Disney is knоwn fоr оperаting theme pаrks around the globe, as well as creating blockbuster movies such as Frozen and Beauty and the Beast. Although theme park operation and movie production are different industries, Disney is able to use the characters from its movies in creating a unique experience at its theme parks. Based on this, Disney is pursuing __________ strategy, and therefore ________________ in order to increase profitability.