International Business Research and Case Studies

This assignment focuses on the field of international business. It requires students to demonstrate their understanding of research methods used in international business, particularly focusing on endogeneity issues. The assignment also involves analyzing a case study related to international business and applying relevant theoretical frameworks to understand the context. Key topics covered include managing networks, product-country images, the role of context in case study selection, and linguistic gender marking in international business.

Introduction to
International business

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
1)The French/European market...................................................................................................1
A) Why France/Europe was an attractive location/market for Disneyland................................1
B) Critically analyses the current key international business environment factors that affect
the management of Disneyland Paris..........................................................................................2
C) Recommendations on how Disney should address any of the key factors............................3
TASK 2............................................................................................................................................4
a) Critical analysis of Paris Disneyland's various aspects...........................................................4
Success factors of Disneyland.....................................................................................................5
TASK 3............................................................................................................................................5
A) HR challenges faced by Disneyland Paris.............................................................................5
B) Recommendations on how Disney leaders should meet these challenges.............................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
International business presents its operations in two or more countries and makes their
transaction across the national borders. In this deal company includes all goods, raw material,
services and resources which are based on two or more companies. IB also includes some
finance, insurance and capitals of other countries. This business is affected by the whole global
economy of the country. Approximately 60% success of country is based on inter-nation
business (Cavusgil, Knight and Rose, 2014). In this regards, the present report is based on
Disneyland Paris which is one of the best and popular tourist destinations in Europe and also a
media entertainment firm provides theme parks and resorts to their customers. This firm maintain
their strong position in the international business over the years. They put their focus on
customer satisfaction due to which they update their services time to time as per customers'
feedback. This report also includes the business environment of organisation and human
resources challenge faced by them. Moreover, recommendations on Disney leader’s qualities
have also been covered in this report.
TASK
1) The French/European market
A) Why France/Europe was an attractive location/market for Disneyland.
Europe is famous for their designation and plea sent whether. Due to this, most of the
tourist wants to go there and spend some peaceful time with their friends and family. The main
reason why it’s good to visit Disneyland is as follows:
The city of light- Approximately 20 million people in the year, visit this city for Eiffel
tower and there are no big amusement and theme parks. It is beneficiary thing for Disneyland
that they can easily attract all the people and youngsters (Folsom, Gordon and Van Alstine,
2012). So every year most of the people came here and visit Eiffel tower and many other places
so they will definitely visit this amusement park. Due to this, company can easily raise their
profit and can enhance overall market share which is one of the main motive of business.
Government support- The government of UK is very supportive for Disneyland, they
reduce their taxes on amusement park and also provides an attractive package to company.
Second reason to choose Paris is that it is tourist destination and people can easily reach their by
short haul flight (Forsgren and Johanson, 2014).
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Transport- The transport infrastructure is also good here, all flights, buses, taxi services
are available for their customers. Disneyland keeps this thing in their mind and set their theme
park in Paris. All customers can easily reach their and enjoy the services which are provided by
company.
Food items and wine- This city is good for vegetarian and non vegetarian food person.
Most of time, people do not go some places just because of food. But in Paris all types of food
item, wines are available so people can enjoy this city (Rea and Parker, 2014).
Other- Disney land is not only providing a theme park or amusement park to their
customers by also provides a magic kingdom, shopping malls, seven star hotels, spa, golf course,
conference hall etc. In this concern, it is not only good for children and youngster but
businessman can also visit this place and enjoy this beautiful city. Further, Disney land keeps all
these things in their mind and provides lots of facilities to their customers.
B) Critically analyses the current key international business environment factors that affect the
management of Disneyland Paris
The international business environment of Disneyland Paris is influences by some culture
and polices which are expanses as follows:
International politics- As per Burgenmeier and Mucchielli (2013) from last few decades
Disneyland is suffering from some losses because the UK government changes their tax policies.
In other hand management system do not raise the prices of tickets. Further, according to
(Burgenmeier and Mucchielli, 2013) for better development in organization, company manager
concern with multinational enterprises (MNE's). With the help of this organization Disneyland
fix their prices of each goods and services and carrying their business operation very well.
International culture- Culture awareness is very important for Disneyland and also it is
their responsibility to provide the best services to their customers and make them happy. For
example, in their amusement park they can provide different kinds of rides so all kind of people
enjoy the rides. In other hand, they also provide Indian food in their restaurant so Indian
customers can also enjoy their meal (Sinkovics, Yamin, and Zhang, 2014). Moreover, they
management provides hospital services, conference hall for the business meeting etc. Further, by
applying all these things Disneyland maintain their position and culture in customers mind.
International trade- As per Majaro (2013) it is a big term which includes all transaction
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which is based on nations. Multinational companies plays an important role in this, like for better
development of amusement park and resorts lots of companies provide a financial help. For
example, for the better development of their hotel, UK hotels guide them in this work with best
models.
International financial market and institution- Disneyland time to time update their
management system and their internal infrastructure. So euro currency market and their goods
and services provide a help to company (Majaro, 2013). For this, they provide low cost
borrowing opportunities to Disneyland and also reduce the tax percentage. With the help of
foreign exchange market this firm can easily get all production in low prices.
C) Recommendations on how Disney should address any of the key factors
Recommendation on culture aspect of Disneyland: Organization time to time takes a
feedback from tier employees and customers and according to their reviews firm can change tier
strategies. Moreover, the culture of organization plays an important role because customers
always choose organization that put their main concentration on culture and customers need
(Hovhannisyan and Keller, 2015). For better development in culture company follow so many
points which are explains as follows:
Innovation- As per customers' feedback Disneyland can open kid’s rides section so
below 6 age group children also enjoy the rides.
Quality- The food department in amusement park is good and famous for tier fast service.
For more efficiency they can also provide a combo packs so customers try two or more items in
same price. Moreover, in menu cards create a detail description of food item so people do not get
confused and enjoy their feel (Reeb, Sakakibara and Mahmood, 2012).
Community- In this company has to make one community which is based on inclusive
and positive ideas. This firm solve employees and customers problem which are related to
Disneyland and provide a right solution. For better communication create one community who
provide the information of internal environment and direction of amusement park and resorts.
Moreover, the manager of the Disneyland analysis the problems and arrange all practice
in their own practices. They can make more effective plan which are based on different culture
and attitudes of Europeans. Further, more attractive advertisement can also be developed which
shows the effectiveness of culture in their resort and amusement parks. For example, this firm
opens their new section in store where customers modified their food, so by this they can attract
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their customers and provide them the best quality food (Papadopoulos and Heslop, 2014).
Recommendation on international trade- For better effectiveness Disneyland import
export their services. In thus services they can add Disneyland toys, clothes, food items and
game zone product. So by this they can serve their products in all over the world and raise their
profit margin. With international trade they raise their brand image and reduce their
manufacturing cost. So manager of this company use this cost in other department and make
them better. Moreover, with the help of government support company can easily maintain their
infrastructure. In other hand the community of this firm time to time managed the working
condition of employees. Head department can provide culture uniqueness at their international
trade.
TASK 2
a) Critical analysis of Paris Disneyland's various aspects
According to the Chon and Yu (2012) “Disneyland Paris is a kind of entertainment resort
which has made an innovative and unique place among the people of different age. It consists of
two theme parks, several resorts, shopping, dining and entertainment complex along with the
golf court” (Ghemawat, 2013). On the other hand, Rea and Parker (2014) has asserted that
“Disneyland is using various marketing strategies since3 1992 for influencing and attracting
large number of customers to visit the place and take full advantages of it” (Siqueira, Priem and
Parente, 2015).
Various strategies used by the Paris Disneyland are as follows:
According to the Rea and Parker (2014) “The executives of the Paris Disneyland used
integrating risk management techniques of the America into the French environment. It follows
strict rules and regulations for the risk management of the employees and customers (Reeb,
Sakakibara and Mahmood, 2012). Along with this Ghemawat (2013) has declared that
“Employees of the company effectively contribute themselves by managing the time, patience,
relations, decisions for the growth, compromises, etc which leads firm to get popularity at the
local and global level” (Human resource management - University of London and political
science. 2013). On the other hand company targets the young adults for increasing its sales and
market position. It uses different kind of campaigns for attracting them. One of the campaign
was related to the Christmas” (Sinkovics, Yamin and Zhang, 2014). In addition to this, Rea and
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Parker (2014) has said that “Disneyland Paris tried to expand its market in the various nations
which includes Europe, Africa, etc for getting recognition at global level and influencing the
diverse users. Along with this “Disneyland Paris has various rides, entertainment feartures which
includes Space Mountain, Big Thunder Mountain, Pirates of the Caribbean, etc for attracting the
people ” (Folsom, Gordon and Van Alstine, 2012).
Success factors of Disneyland
According to Forsgren and Johanson (2014) Disneyland is a successful company because it
always put their concentration on customers and employees satisfactions rather than production.
The main reason behind their success is their brand name. It is well recognized and famous in
customer mind. Moreover, their advertisement technique plays an important role in the success
of this organization. By adopting culture activities this firm raise their standard in competitive
world. The owner of the company time to time takes a feedback from their employees and
customers and analysis their positive and negative factors. For more success company open their
website so with the help of these websites customers can easily share their views and ideas
(Majaro, 2013). The main key factor of their success is based on their culture responsibility
toward their customer like company open different section like, hotels, spa section, food market,
conference hall. By these activities they can easily attract their customers and raise business
standard. Further, all Disneyland is decorated with 3D painting, animation sound so it also an
important part of their success. This company provides diversified product services to their
customers like this firm diversified into television, radio and production area.
TASK 3
A) HR challenges faced by Disneyland Paris
One of the major challenges faced by HR team of Disneyland Paris is to motivate its
workers with the help of effective development of policies. They have not introduced any type of
latest service till date for below 6 years. One of the major problems due to this is related to their
ineffective training policies. In order to effectively operate across globe there may be
considerable difference between regions (Poulis, Poulis and Plakoyiannaki, 2013). Due to this,
HR team might leads to face huge problem in maintaining better working culture. Ineffective
training and development becomes a major reason due to which overall service quality of
company might get hampered.
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The whole recruitment process of Disneyland Paris is not so effective due to which their
productivity might leads to hamper. In addition to this, the whole management's efforts are
towards the improvement in staff relations backfire. Developing better relations among staff
members is one of the most crucial processes (Santacreu-Vasut, Shenkar and Shoham, 2014). It
is the only way due to which HR team requires developing better policies for motivation as well
as several activities. In this concern, it has been founded that due to the ineffective recruitment
process as well as lack of training and development activities HR team of Disneyland is facing
huge issues. They must incorporate appropriate rules and regulations for not following any type
of discrimination as well as equalities (Fundamentals of human resource management. 2011).
The range of HR challenges faced by the business are leading to decline in business productivity
and by taking corrective actions it is possible for business to operate efficiently in the market.
Moreover, due to ineffective recruitment process staff members are not assigned right jobs as per
this skills and this influences business efficiency.
B) Recommendations on how Disney leaders should meet these challenges
In order to deal with the HR challenges it is necessary for Disney land to take corrective
actions so that its overall performance in the market can be enhanced easily. Apart from this, HR
related challenges faced by business such as ineffective training and development program along
with lack of friendly culture is leading to decline in productivity of the business. In order to order
with these two major challenges it is necessary for top management to take corrective actions.
Further, to deal with the issue of ineffective training and development program business has to
design new program on the basis of which it is possible to identify the areas where performance
of staff members lack and improvement is needed.
Apart from this, main stress must be on identifying the weaknesses of employees and
same must be overcome by undertaking various techniques (Chon and Yu, 2012). The new
program associated with training and development can be fruitful for business and can provide
large number of opportunities to Disney land. On the other hand another issue faced is lack of
friendly culture within the workplace and this challenge needs to be considered appropriately.
Management must focus on development of friendly environment within the workplace where
democratic leadership style must be adopted so that each and every employee must be
encouraged to take part in the major affairs of the business. So, this can develop bonding within
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the workplace and in turn staff members can be easily motivated to part in major operations of
the organization. Therefore, in this way these two challenges faced by company.
CONCLUSION
From the above whole report it has been founded that Disneyland is not just an
amusement park. Due to their international presence they have started developing several
strategies on the basis of which they are able to attract more number of visitors. For the same,
they have opened various services such as shopping malls as well as hospital services etc. It has
proven to be very successful factor for the same. Further, it has been founded that one of the
most effective process is their standardization and adaption process on the basis of which they
have survived till date. It has proven to be very successful for them and they are able to manage
all their internal capabilities more appropriately.
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REFERENCES
Books and Journals
Burgenmeier, B. and Mucchielli, J. L. eds., 2013. Multinationals and Europe 1992 (RLE
International Business): Strategies for the Future. Routledge.
Cavusgil, S. T., Knight, G. and Rose, E. L., 2014. International business. Pearson Australia.
Chon, K. S. and Yu, L., 2012. The international hospitality business: Management and
operations. Routledge.
Fang, X., Gammoh, B. S. and Voss, K. E., 2013. Building brands through brand alliances:
combining warranty information with a brand ally. Journal of Product & Brand
Management. 22(2). pp.153-160.
Folsom, R. H., Gordon, M. W. and Van Alstine, M. P., 2012. International business transactions:
a problem-oriented coursebook.
Forsgren, M. and Johanson, J., 2014. Managing networks in international business. Routledge.
Hovhannisyan, N. and Keller, W., 2015. International business travel: an engine of innovation?.
Journal of Economic Growth. 20(1). pp.75-104.
Majaro, S., 2013. International Marketing (RLE International Business): A Strategic Approach
to World Markets. Routledge.
Papadopoulos, N. and Heslop, L. A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Poulis, K., Poulis, E. and Plakoyiannaki, E., 2013. The role of context in case study selection:
An international business perspective. International Business Review. 22(1). pp.304-314.
Rea, L. M. and Parker, R. A., 2014. Designing and conducting survey research: A
comprehensive guide. John Wiley & Sons.
Reeb, D., Sakakibara, M. and Mahmood, I.P., 2012. From the editors: Endogeneity in
international business research. Journal of International Business Studies. 43(3). pp.211-
218.
Santacreu-Vasut, E., Shenkar, O. and Shoham, A., 2014. Linguistic gender marking and its
international business ramifications. Journal of International Business Studies. 45(9).
pp.1170-1178.
Sinkovics, R. R., Yamin, M. and Zhang Zhang, Y., 2014. Rising powers from emerging
markets? The changing face of international business.0969-5931. 23(4). pp.675-679.
Online
Fundamentals of human resource management. 2011. [Online]. Available through
:<s://openaccess.leidenuniv.nl/bitstream/handle/1887/22381/ASC-075287668-3030-
01.pdf?sequence=2>. [Accessed on 26th April 2016].
Human resource management - University of London and political science. 2013. [Online].
Available
through :<http://www.londoninternational.ac.uk/sites/default/files/programme_resources/
lse/lse_pdf/subject_guides/mn3075_ch1-4.pdf>. [Accessed on 26th April 2016].
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