The Problems of Adaption to the Local Market in Cross-Culture Management and Operation ——Case Analysis of the Euro Disneyland
Disneyland is one of the best known and most highly visited recreation locations in the world. With this visibility and audience reach, the action of the Disney Company extends well beyond the boundaries of their theme parks. However, once a foreign expansion experience, named Euro Disneyland did not prove to be the successful venture that had been anticipated by its creators.
Just a short time after the opening of the park in April 1992 reality proved to be not so magic. Euro Disney was much criticized, slipped into heavy losses and nearly went bankrupt.
The case of Euro Disneyland is widely analyzed and discussed, not only by scholars, but also by some management consulting companies. The factors that resulted in its failure include lots of aspects, including financial strategy, human resource, long-term strategy, promotion strategy, segment market… However, of the essence, the most important factor that brings about all this is the culture difference. So I will analyze this case from the perspective of cross-cultural management.
Theatrical framework
1. Dimensions of culture, by Fons Trompenaars
According to this theory and its research results, the cultural difference in business between the United States and France lies in three aspect: Universalism vs. Particularism, Individualism vs. Communitarianism and Achievement vs. Ascription.
Universalism vs. Particularism Universalism is the belief that ideas and practices can be applied everywhere without modification. Particularism is the belief that circumstances dictate how ideas and practices should be applied. When individuals from universalist cultures do business in a particularist environment, they should be prepared for personal meandering or irrelevancies that seem to go nowhere and should not regard personal, get-to know-you attitudes as mere small talk.
Individualism vs. Communitarianism Individualism refers to people regarding themselves as individuals, while Communitarianism
Just a short time after the opening of the park in April 1992 reality proved to be not so magic. Euro Disney was much criticized, slipped into heavy losses and nearly went bankrupt.
The case of Euro Disneyland is widely analyzed and discussed, not only by scholars, but also by some management consulting companies. The factors that resulted in its failure include lots of aspects, including financial strategy, human resource, long-term strategy, promotion strategy, segment market… However, of the essence, the most important factor that brings about all this is the culture difference. So I will analyze this case from the perspective of cross-cultural management.
Theatrical framework
1. Dimensions of culture, by Fons Trompenaars
According to this theory and its research results, the cultural difference in business between the United States and France lies in three aspect: Universalism vs. Particularism, Individualism vs. Communitarianism and Achievement vs. Ascription.
Universalism vs. Particularism Universalism is the belief that ideas and practices can be applied everywhere without modification. Particularism is the belief that circumstances dictate how ideas and practices should be applied. When individuals from universalist cultures do business in a particularist environment, they should be prepared for personal meandering or irrelevancies that seem to go nowhere and should not regard personal, get-to know-you attitudes as mere small talk.
Individualism vs. Communitarianism Individualism refers to people regarding themselves as individuals, while Communitarianism