scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 6,116
Learning from the Disneyland Paris Experience A Case study in InternationalIntercultural Communication This is the most wonderful project we have ever done Michael Eisner CEO Walt Disney Company A horror made of cardboard plastic and appalling colors a construction of hardened chewing gum and idiotic folklore taken straight out of comic books written for obese Americans Jean Cau French Critic American businesses make assumption about the transferability of culturally loaded business models which fail to take in to consideration cultural differences For Disneyland Paris this fundamental assumption was the basis for an array of resulting cultural insensitivities Many of the consequences experienced by Disney could have been prevented if cultural assumptions would have been closely considered at the onset Simply put that organizations are not distinct entities capable of working outside their physical social and cultural environments Introduction Many writers claim that modern communications and rising income levels promote common culture worldwide If there were a common culture the international marketing task would be much easier When people write about a convergence of cultures the evidence cited is usually taken from peoples behavior and practices with regard to the products they wear and the food they eat However these rather superficial manifestations of culture are sometimes mistaken for all there is the deeper underlying level of values which moreover determine the meaning for people of their practices is over-looked Some managerial implications are more sensitive to culture than others The firms capability in dealing with managerial issues across markets is based on three different but related abilities the ability to - Cope with cultural heterogeneity across different international markets - Harmonize its products and services and their marketing with the symbolic meaning that target markets in different cultures assign them and - Identify and exploit new opportunities in foreign cultural contexts in expectations of long-lasting competitive advantages Literature Review Culture is so pervasive yet complex that it is difficult
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA