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EURO DISNEYLAND

CASE STUDY ANALYSIS
Submitted By : Shivangi Sharan (137) Shreya Ghosh (140) Shreya Vashisht (142) Surabhi Ramachandran (153) Surbhi Rastogi (154) Swatilekha Mukherjee (160)

The menu served at restaurants did not cater to the French fooding habit. and it actually reduced the turnout of people. near Paris. Their hiring practices. there could be severe traffic jams. Tokyo. which were to hire maximum local people failed to understand the French labour laws. Proper market research and a detailed study had to be done spending time their observing their practices and societal norms. Disney had built a very good relationship with the French Government. Their advertisements. Disney has been successful at most of the places. Where wines was not served. French Government. their marketing and publicity actually led to negative publicity. instead of creating buzz. This boosted their confidence and they planned to venture into Europe. France had suffered an unemployment rate of more than 10% and the construction industry was also hit hard by their economic problems. which made the local French employment agencies feel alienated in their own land. There was a lack of cultural synchronisation. where radios and newspapers said. it being a common French practice. it had a plan in place. With such situations. On the opening day. The Government also promised up setting up of highways and rail networks. lack of proper estimation of turnout. Disney had done their homework well. Disney needed strategies where they localise Disney in the French way without losing their Brands unique appeal. were in English. supported this project as it promised bright employment opportunities.CASE SUMMARY Disney has been successful with its theme parks inside USA and also in Far East. Coming to setting up of the theme park. Setting up Euro Disney at Marne De Valle. taking care of the above stated matters could have saved the losses they incurred on account of over capacity or mis management. But its plans on all functional areas lacked. . leaving their parking spaces more than half empty. This led to wastage of resources.

Disneyland has been extremely successful in U.CASE REVIEW Question 1. Using Hofstede’s four cultural dimensions as a point of reference.S. California in 1995. what are some of the main cultural differences between the United States and France? Solution 1. After some debate about the site for a European theme park. Michael Eisner and Jacques Chirac signed a contract for building a Disney’s theme park at . since its first inception built in Anaheim.

Uncertainty avoidance is the extent to which people feel threatened by ambiguous situations and have created beliefs and institutions that try to avoid these. emphasis is laid on what is best for the group. which clearly distinguishes it from other nations in its immediate regional locale whereas the Americans pursue a greater equality between societal levels including government.S. Masculinity is very apparent in U. This is a proponent of communism. French has strong uncertainty avoidance and hence are unwilling to face ambiguity and risk as compared to the Americans who are more tolerant of opinions different from what they are used to and are more phlegmatic and contemplative. and things. France is more centralized than the USA with a high power distance cultures. In the French culture there is a trade-off to femininity because French culture does not emphasize materialism. a region of sunflower and sugar-beet farmland and small villages located twenty miles east of Paris.Marne-la-Valley. the European Disneyland was not as such success as they had expected because of a no. However. an employee looks after one’s self and his or her immediate family whereas the French culture which is comparatively more collective in nature. So we try to bring out some of these differences between the US and France using Hofstede’s Model: Individualism is the tendency of people to look after themselves and their immediate family only. culture. They would rather visit Disneyland in America than taking risk to try new and unknown Disneyland.most of whom even cannot speak French well. Power distance is the extent to which less powerful members of institutions and organizations accept that power is distributed equally. in the case the French were confused when Disney appointed mostly US expatriates into the top positions at Euro Disneyland. Masculinity exists in a culture when the dominant values in society are success. cultural differences that existed in the French and American culture. money. which may apply in some industries in France. This is evident from the case when the Disney executives . This can be referred from the case as when Euro Disneyland was open in its first year only 29% of visitors were French. In the American culture which is highly individualistic. For example. which perpetuates individualism and materialism. organizations and even in one’s own domestic.

Michael Eisner and Jacques Chirac signed a contract for the building of Disney’s theme park at Marne-la-Vallee. In addition. group decision making and environmental conservation. In what way has Trompenaars's research helped explain cultural differences between the United States and France? Solution 2. Question 2. Until 1992. a region of sunflower and sugar-beet farmland and small villages located twenty miles east of Paris.000 jobs. The park's theme song is "It's a small world". the French government was eager to attract the Disney Company and provided more than $ 1 billion for a variety of incentives. However. In 1983.suggested that they should have met French needs for low masculinity values to give them more employee freedom. . Approximately 17 million Europeans living in less than two-hour car journey from there. Disney had another miracle in Florida. When the Disney Company wanted to build a theme park in Europe. Disneyland in Tokyo proved that the Japanese really liked their Mickey Mouse. The first theme park was in the city of Anaheim. "Peddling a gorgeous environment. The dark tunnel with the roller coaster of ups and downs can intimidate children. allowing visitors to enjoy a variety of exotic culture. This answer is in regard to the main issues in opening the Euro Disneyland by comparing the French cultural with the American cultural by using Trompenaars’s cultural dimensions. more than 200 regional administrative officials around the world pleaded with cash to lure Disney Company to build the park in their hometown like creating medicine miracle. The theme park is not like real-world with insidious people. Disney had been very successful for theme parks. which was considered in terms of demographic and financial subsidies. The familiar Disney cartoons and a variety of roles in comic books dispersed throughout the park to guide visitors and leaded them to watch Mickey Mouse show or listen to the song of Mermaid”. Finally after some debate about the site for a European theme park. There are 310 million people with less than two hours flying to Paris. Anaheim Disneyland was successful. USA. California. the European Disneyland was not as successful as they had expected. The theme park was called Disneyland. and prone to the kind of living in an extended family with warm feelings. The French government expected the project to give France 30.

 Last of all. Universalism versus Particularism (U/P).Trompenaars’s’ research assisted to explain cultural conflicts among both the USA and France. whereas the French people “treat cases on their special merits and create private understandings”.  Next. 3. faced with a problem. To sum up. According to Trompenaars’s Cultural Dimensions (TCD). but Particularism cultures (France) are focused on relationships. Individualism versus Communitarianism (I/C). Americans prefer to make “legalistic. Americans are bounded via universal obligations under Americans’ cultures. there are also three critical points to accommodate the “ethical conflicts” between “French and American negotiators” in business:  To begin with. In order to conquer that drawback. universal judgments” while the French make a decision through “holistic approach” and “the context of the situation”. the people in USA feel that there is only one truth or reality. universalistic cultures (USA) are focused on the rules. Achievement versus Ascription (A/A). in USA “all cases are treated in the same way”. 4. the French superiors cope with their employees via bend the rules based on “egalitarian social relations”. Universalism versus Particularism (U/P): there are three differences between Universalism and Particularism in the following aspects:    Firstly. even if they have a good relationship with their superiors. However. Based on above rules. the French people love to “bend the rules” to work with people. the cultural conflicts among both France and the USA arose on the basis of the following aspects: 1. Secondly. Specific versus Diffuse (S/D). Finally. while people in France have a number of perspectives on reality. . 2. the “hierarchical relationship” is necessary to keep between them. people from France take part in demonstration as “a particularistic outlook”. while people from the USA reckon it will lead to issues.

 Firstly. while the communitarian cultures (French). people believe in individualistic success whereas in France people trust that the results of success belong to the groups. Finally. whereas in France. conversely. in USA people pay attention to a negotiation clearly. while the French managers take decisions via instinction. the French people refuse it.  Secondly.  First. in USA. Therefore. the French prefer to work together and take part in social relations mutually. which leads to decisions with “low context manner”. logically and persuasively.  Finally. Specific versus Diffuse (S/D): this dimension mentions the following differences between USA and France. Finally. the French managers’ deal with their counterparts “more diffusively or holistically” that stresses their reliance on inter. so as not to hurt people’s feelings. Second. whereas the French stress on a discussion indirectly. the individualistic cultures (USA) “may well rest with the negotiator”.   Second. there are also three critical points to analysis the differences between France and the USA. people are living in “a communitarian society” in France while Americans are staying in the individual society.Individualism versus Communitarianism (I/C): there are three different points between Individualism and Communitarianism (I&C) in business decisions. Achievement versus Ascription (A/A): This dimension mentions two differences between USA and France: 1. managers from America are good at emphasizing “specific points and induction”. Firstly. the responsibility lies jointly between the Superior and the people. people in American believe in a structured society. while France is based on Implicit national cultures. the negotiator is the final decision-maker of the group. which believes in taking actions based on “a high context manner”. in USA. managers from USA deal with negotiators based on facts and figures. the superiors accept “personal responsibility”. whereas people from USA believe in individualism. however.personal relationships. “Achievement versus ascription . Based on above rules. USA’s culture is of Explicit national cultures.

the HR management should understand the specific strategies as accurately as the company knew. Solutions. they needed some “bacon & eggs” for their breakfasts. Secondly. they should not employ an American method to manage the Disney in France. On the one hand. such as dividing their individualities from their jobs. On the other hand.2. which was not taken into account. Secondly. Americans focus on “achievement” and “doing” in the culture of their country. the value consensus was the key point to figure out the cultural conflicts. the managers should learn how to make the park a success through the “ethnocentric” of a local approach. Finally. which could be implemented: Firstly. the French staff would try to create some “the universalist individualistic” occupations while US partners would also try to launch some “Particularistcomunitarianism” occupations among both American and French programs. they should also be aware of the French Laws and take it into consideration on their projects. Therefore. the French people prefer to stress “ascription and being”. the short break such as the American vacation style was not popular in France. they preferred to have leisurely lunches. they could promote the relationship with their staff. In the Euro Disney Case. For example. Also. the Park set up a sit-down breakfasts. The Company made the following errors on the basis of the above evaluation: Cultural Operational Errors: The main cultural mistakes in the Euro Disneyland were: There was no alcohol/wine in the Euro Disneyland Park which forms a complimentary drink with the French food habits. In contrast. American managers should avoid the “Selfreference criterion” when they communicated with their staff who were from the local community. . Americans would study the French cultural awareness and sensitivity to develop the project. which would help to shrink the space of their restaurants on the basis of the fact that the French preferred to eat fast-food in the morning and thus would not be spending ample time in the restaurants. the other aspect was to conquer the “ethical conflicts” among both “the universalist-individualistic” and “the Particularist-comunitarianism” between the US and French cultures. “Doing versus being”. Next. Thirdly. Finally. Furthermore. Secondly.

food habits. French meals have wine as a main component. the Euro Disney executives should make local marketing plan found on cultural adaption. or a geographical area for expansion. Solution 3. Disney had been successful with it stints at different places like California. what are three mistakes that the company made? Explain. Florida and outside USA it had been Tokyo. Creating employment for local people. it faced a lot of difference. Firstly. when companies merge or are trying to fit in a new geographical area. practices.The Disney managers could upgrade the perception of market by “culture adaptation. hence it was not served. It does not mean. amusements such as movie theatre which were suitable for the local culture and the local style of the architectures. Here lies the true challenge. Venturing into a new market. customs. welcomed them. societal norms. Is managing its Euro Disneyland operations.  Recruitment and selection of staff Disney was expected to generate huge employment opportunities for the area. but USA did not. America and France have very different cultures and creating the same magic with Euro Disney needed local flavours. This research will provide cultural knowledge about their heritage. Last of all. serving the Disney magic. Few examples would be. It was one of the reasons. that not hiring of local people. where what one actually selling is experience. such as French language in the park. had not been a challenge. Question 3. where what one is intending to sell is not a product but more of an experience. it is no doubt that “Cultural adaptation” could promote the operation of the Euro Disney. But their cultural and societal norms were different and this had to cater with. Also hiring the right people . where without losing French cultural heritage. Local adaptation till that point of time. However with its foray into France with Euro Disney. environmental policy and economic stability. why the French Government. it is a common business practice. The three main mistakes made by the company are:  Lack of Proper Research A thorough research is very important. and way of living. environmental policy and economic stability”. that is unique to itself.

where it caters not only to French but other Europeans as well and striking the right balance of local flavours yet maintaining their brand’s identity was a challenge. Few examples would be Serving wine with meals. Like the man from Haiti. French had laid back culture which needs to be incorporated in the restaurants. societal norms. They did not take into account different situations and accordingly strategize. They distributed pamphlets in English. This could be looked into. Its managers lacked long term vision and proper strategy.  Lack of proper strategy So far. was not proper with his pronunciation. which left localities feeling alienated. as French law prohibits employers from restricting individual and collectivist liberties unless such restriction can be justified. From USA to east Japan.  Proper Research The company needed to design its local adaptation strategy after a detailed research on French culture. The stringent appearance norms. people likes and preferences. Solution 4. Competency analysis remains a major key while hiring.  Ensuring Employee And Organisational Culture Fit. were not acceptable. what are the three lessons the company should have learned how to deal with diversity? Describe each. . It requires the right amount of tweaking of ideas and setting appropriate strategies. An analysis of individual and job fit is very essential. Disney had been very successful. the food style served. It could be their promotional strategy and hiring too. Creating Disney in Europe. to Europe. has been an entirely new geographical territory with its own cultural heritage and legacy. for Eastern countries west is always their model. Question 4.for the right job. posted in front of a hotel to greet visitors. inspite of their own rich culture and practices. food habits. All their strategies need to be in alignment with this research. Based on its experience. practices. None of their proposed strategies should be in conflict with prevailing norms and practices. Tokyo’s success could be attributed to the fact that.

when the blend of maintaining ones identity and local flavours coexist.Promising employment. However for that some of Disneys practices had to change. and ensuring that they fit into the Disney Culture. providing proper training to their employees. . where employee could not enforce a strict appearance code.  Proper Strategy Localisation is successful. practices and legal compliance too. Disney at many places was at conflict with the French culture. some of it were causing disrespect to the individual employees.