Euro-Disneyland-case-2迪士尼案例

IntroductionDisneylandinbothAmericaandTokyohavegotgreatsuccess,butEuroDisneyfacesalotofproblem.ThereasonofthisphnominencanbeexplainbyHofstede’sfourculturaldimensionsandTrompenaar’sresearch.ThenwecanfindsomeoperationsmistakesthattheEuroDisneylandmad.Accordingtotheseexperiencehavelearnedfromthesituation,howEuroDisneylanddealwiththediversity.AnalysisbyHofsted’sculturaldimensionsTheHofstede'sculturaldimensionstheoryproposedfourdimensionsincludingpowerdistance,uncertaintyavoidance,amasculinity-femininityandindividualism-collectivism[1].AlthoughFranceandtheUSbothareWesternculturecountries,theyhavesomemajorculturaldifferences.Inthefollowing,accordingtoHofstede'sfourculturaldimensions,thedifferencesbetweenUSandFrancewillbediscussed.PowerDistanceIndexistheextenttowhichthelesspowerfulmembersoforganizationsandinstitutionsacceptandexpectthatpowerisdistributedunequally.Francehasahighpowerdistancecultures.Inthecontrary,theUnitedStatehasalowerpowerdistance.Americanspursueagreaterequalitybetweensocietallevels,includinggovernment,organizations,andevenwithinfamilies.UncertaintyAvoidanceIndexreferstoasociety'stoleranceforuncertaintyandambiguity.Frenchhasstronguncertaintyavoidancethattheyareunwillingtofaceambiguityandrisk.Americanistheoppositetype,whichismoretolerantofopinionsdifferentfromwhattheyareusedto.Masculinitymeansthedistributionofemotionalrolesbetweenthegenders.Americanhashighmasculinitywhichindicatesdifferencesbetweenmen'svaluesandwomen'svalues.ButFrenchhaslowmasculinityvaluestogivethemmoreemployeefreedoms,groupdecisionmakingandenvironmentalconservation.Individualism–collectivismisthedegreetowhichindividualsareintegratedintogroups.FranceandAmericabothhasahighindividualismandpursuefreedom.But,Americaisalittlebithigher.AnalysisbyTrompenaars’researchTrompenaarsclassifyfiveculturestodescribethedifferenceamongdifferentcountriesandusefivegroupswordsasmeasuringindexrespectively.AccordingtoTrompenaars’researchthereareculturaldifferencesbetweentheAmericanandFrenchculture.FamilyCulture–Aculturethatischaracterizedbyastrongemphasisonhierarchyandorientationtotheperson.TrompenaarsuseindividualismandcommunitarianismtomeasureFamilyCulture.FrenchpeopletendtobemorecommunitarianismbutAmericanpeopletendtobemoreindividualism.Americanpeopleconcernonindividualsuccessandsometimesignorethewholefamily.Frenchpeoplemorecareaboutthethewholegroup.sosomeFrenchbelievedthatAmericanMickeyMouseisstiflingindividualismandtrytoletchildrenbecometheconsumers.Theydonotlikeitandrepelit.ButinAmerica,MickyMouseisrepresentaAmericandreamandmanypeopleinsistithasgothugesuccess.SoAmericanpeoplelikeit.TheydonotthinkthatDisneytrytotransformchildrenintoconsumers.Theybelieveitcouldletchildrenhaveawonderfulchildhood.EiffelTowerCulture–Aculturethatischaracterizedbystrongemphasisonhierarchyandorientationtothetask.TrompenaarsuseuniversalismandparticularismtomeasureEiffelTowerCulture.AmericansarequiteuniversalismwhileFrenchpeopleareparticularism.IntheUnitedStatesanegalitarianismphilosophyexiststhatischaracterizedbyaguidedmissileculture.Thistypeofcultureisexemplifiedbyaformalorganizationpromotingataskorientationandsupportforpeopleintheworkenvironment.Amanagerwillmakedecisionsforthegreatestgoodforthegreatestnumberinthistypeofworkenvironment.TheFrenchcultureismoresubdued,laidback,andisintomoretraditionalapproachestotheirmanagementstyle.IncubatorCulture–Aculturethatischaracterizedbyastrongemphasisonequalityandorientationtotheperson.TrompenaarsuseemotionandneutraltomeasureIncubatorCulture.Americanpeopleareemotion.FrenchpeoplecomparewithAmericanpeopleareneutral.ThisisthereasonthatFrenchareformalandreservedthanAmericans.Frenchisnotthecasualjollity,talkingtounknownpeopleorexpressingyouropinions,likesanddislikes,toanyfirstcomeryoumeet.TheFrenchdonottellyoutheirlifestoryorgivealongexposeabouttheirfamily,relations,qualificationsandexpertiseunlessyouaskthem,andevensotheyareveryrestrainedaboutit.EuroDisneylandkeepthehabitthatsendgiftstolocalchildren,butoneoftheventure’sfinancialparticipantssaid”TheFrencharen’tusedtothiskindofpublicrelations--itwasunbelievable.”GuidedMissileCulture–Aculturethatischaracterizedbyastrongemphasisonequalityintheworkplaceandorientationtothetask.TrompenaarsusespecificanddiffusetomeasureIncubatorCulture.Americanpeoplearespecific.FrenchpeoplecomparewithAmericanpeoplearediffuse.Americansgettothepointandbeefficient,Structuringmeetingswithjudicioususeofagendas.WhileFrenchrespectaperson’stitle,ageandbackgroundconnections.Beingpatientwithindirectness.SomeoperationsmistakesmadebyEuroDisneylandOneofthemajormistakestheDisneyCompanymadeisoverestimatingthepositivesituationandlackoflong-termandparticularstrategicthinkingforEuroDisneyland.DuetotheDisneyland’sgreatsuccessesinthatUSandJapan,thetopmanagersoftheWaltDisneyCompanythoughtitwouldachievethesamesuccessinFrance.Sotheyadoptthesamestrategiesasinpreviouscountrieswithouttakingdifferentsituationandcultureintoconsideration.Itisalsoshowedinfoodpreparation,TherewasanalcoholbanintheparkdespitetheattitudeamongtheFrenchthatwinewi