Proposal

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The role of culture in the strategic internationalisation of Disneyland, Walt Disney Company’s project will be discussed in the assignment. The introduction of the assignment will start with the history of Walt Disney. In 1901, Walter Elias Disney, the founder of Walt Disney was born in Chicago, he started to produce short cartoons together with his brother Roy O. Disney in 1923 and they came out with a series of animated film such as Mickey Mouse film with simple musical background. Later, Walt Disney had a vision of creating a place where family members could have fun together and his vision has made the first Disney theme park in Anaheim, California to launch in 17 July, 1955. Until today, there are a total of eight Disney all around the world (Thewaltdisneycompany.com, 2013).

Since Disney has ventured into different countries, they have face some issues especially the cultural differences. The culture of different countries that Disney ventured into will be explained in detail by using the theory of Hofstede’s Cultural Dimension (Hofstede, 1991) and Trompenaars’s Cultural Dimension (Trompenaars and Hampden, 1998). Disney in California, Japan, France and Hong Kong will be taken as examples to discuss on the culture of these countries and whether Disney successfully adapt their local culture will also be discussed in the assignment. Disney in Paris will be highlighted in the assignment because Disney encountered a large issue due to the conflict between Disney’s operations with the culture in France. This incident caused a huge impact on Disney’s revenue at the end of 1994 and the strategy used by Disney to overcome this problem will be discussed. In conclusion, Disney is so successful today as it has become one of the world’s most recognized brands because they aware that the cultural differences is vital aspect to be consider when they plan to do overseas expansion....
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