Description
Euro Disneyland (100 Points)
This week you were introduced to several decision-making tools in the course content. Using the Decision Matrix Analysis ( You have to check the website )along with the Decision Matrix Analysis video ( you have to check video ), make the following decisions relative to the case study about Euro Disneyland (p. 262):( you have to check case study on attachment )
The first section of your paper should be an explanation of this process and how you decided on each of the factors in the matrix.
- List all of the cultural challenges posed by Disney’s expansion into Europe. (Side of matrix.)
- Next, list the variables that influenced these challenges. (Top of matrix.)
- Decide on a score (1-5) for each of these challenges according to the relative importance of the factors. Multiply each of these scores by 2 to find the weighted scores for each option/factor combination.
Next, respond to the following questions in the rest of your essay:
- Using Hofstede’s four cultural dimensions as a point of reference noted in the case, what are some of the main cultural differences between the United States and France?
- In managing its Euro Disneyland operations, what are three mistakes that the company made? Explain your response with examples.
- As a conclusion, reflect on your overall thoughts on this case.
Explanation & Answer
Attached. Please let me know if you have any questions or need revisions.
Running head: EURO DISNEYLAND ANALYSIS
Euro Disneyland analysis
Institutional Affiliation
Course
Date
Name
1
EURO DISNEYLAND ANALYSIS
2
Introduction
The assignment has two parts. The first part will answer the questions using the matrix
table by listing all the cultural challenges posed by Disney’s expansion to Europe, listing the
variables that influenced the challenges and deciding on a 1-5 score for each challenge. In
contrast, the second part is an essay that analyses Euro Disneyland expansion in Europe,
particularly France, and the cultural differences between U.S and France, the mistakes it made
while expanding to France, and an overall conclusion about Euro-Disneyland expansion.
The variables that influenced the challenges include; lack of cultural sensitivity, protest
by communists, hiring of employees, rigid dressing code by Disneyland, restriction on wearing
one jewelry and ring per hand, and preparing American dishes.
Cultural challenges
Scores
Weighted scores
Banning alcohol
5×2
10
Americanization
5×2
10
Language barrier
4×2
8
Dressing code
3×2
6
Wearing jewelry
3×2
6
Meals
1×2
2
Using Hofstede’s four cultural dimensions as a point of reference noted in the case, what
are some of the main cultural differences between the United States and France?
Disney's cultural challenges and differences while expanding into France and United
States can be analyzed using Hofstede's four cultural dimensions theory. Hofstede Geert
mentions that the approach is a cross-cultural communication framework (Clearly cultural,
EURO DISNEYLAND ANALYSIS
3
2019). It has five dimensions, including collectivism and individualism, femineity and
masculinity, uncertainty avoidance, short/long term orientation, and power distance index
(Clearly cultural, 2019). One of the cultural challenges in expansion to Europe is
Americanization. Scuotto et al. (2017) claim that France being a communist country, it would be
absurd and culturally dehumanizing to spread capitalism and Americanization in such a nation
(p.20).
Regarding the cultural difference between the United States and France, it would be
essential t...