Several years ago, Disney’s board of directors decided as one of the company’s growth objectives to expand its theme park operations in Florida. It was not immediately clear, however, what would be the best way to accomplish that goal. Would it be best to expand one of the company’s three existing theme parks- the Magic king-dom, Epcot, or Disney-MGM Studios? Or should the company branch out in an entirely new direction with a brand-new theme park attraction? How would each of these alternative courses of action mesh with the company’s other goals of bringing the best in creative entertainment to its customers and maintaining sound financial discipline? Disney’s top management team had to make a decision about the best way to expand the company’s Florida operations, which entailed choosing among the available alternatives.