EURO DISNEY CASE 

Globalization - Markets & Products

"Tokyo Disneyland was considered to be a tremendous success from the time of its opening.
It appeared to benefit from a strong Japanese appetite for American styled popular
entertainment and an increasing trend in Japan towards leisure. As one American magazine
put it, "Japan has always looked to America for its popular culture: James Dean, Levi's,
McDonald's. Surfer boys and Madonna's are everywhere. So nobody complained about
cultural pollution when Disney's ships sailed into Tokyo Bay."
 The Walt Disney Formula

Theme Parks: Core of attractions organized to an identical set of

themes.
Offerings for adults
Offerings for children
Offerings for different psychographic targets
Stable of Characters
Commitment to always having something new and different at
parks
Service Delivery
Concept of Guest Experience
Attention to Detail
Disney University
 Cultural Imperialism
Cultural Imperialism comprises the cultural aspects of imperialism.
Imperialism here refers to the creation and maintenance of unequal
relationships between civilizations, favoring the more powerful
civilization. Thus, cultural imperialism is the practice of promoting
and imposing a culture, usually that of a politically powerful nation,
over a less powerful society; in other words, the cultural hegemony
of industrialized or economically influential countries which
determine general cultural values and standardize civilizations
throughout the world.
 Ethnocentrism

the notion that one’s own culture or company knows

best how to do things. – Cross-cultural differences

Self Reference Criterion

unconscious reference to one’s own cultural values,

experiences, and knowledge as a basis for decisions.
Hofstede Analysis
 Suggestions &
Recommendations