Analyzing Euro Disney's Failure: A Case Study in Cultural Adaptation

This case study examines the cultural challenges faced by Euro Disney, utilizing Hofstede's cultural dimensions model and Trompenaars' framework to analyze the differences between US and French cultures. It identifies key mistakes made by Disney, such as imposing US-centric policies on France, banning alcohol despite its cultural significance, and implementing a US-style dress code for staff. The analysis emphasizes the importance of proper planning, thorough market research, and developing alternative strategies that align with local cultural beliefs. Ultimately, the case study underscores the critical need for multinational corporations to adapt their business practices to accommodate cultural nuances for successful international ventures. Desklib provides a platform for students to access similar case studies and solved assignments.

EURO DISNEY

Answer 1:
Hofstede model helps in analysing the various cultural dimensions of the country and also helps
in making comparisons between the cultures of two countries (Hofstede, 2011). After
implementing the model on US and France, the following conclusion can be made.
Power distance: US is the country that scores very low in this context. This is because it has the
culture where the organisations have flat structure and power is distributed equally while France
is the country where the employees at the organisations accept the unequal distribution of power
to their superiors.
Individualism: it is the dimension where US and France, both the countries scores high than the
average. It has been concluded from that both the countries have individualistic nature but they
have different aspects of the society.
Masculinity: US is the country that scores high in this context and France is the country that
scores low. This suggests that the people in US are very much work focussed while France is the
country where the people believe in balancing the personal life along with work.
Uncertainty avoidance: US scores low in this context and suggests that they concept new ideas
and change very easily as compared to French people who scores high in this context (Minkov
and Hofstede, 2011).
Answer 2:
Trompenaar’s research has four factors that are universalism versus particularism, individualism
versus communitarianism, specific versus diffuse and achievement versus ascription
(Trompenaars and Hampden-Turner, 2011). As per first factor US falls under the category of
universalism and France falls under the category of particularism. This is because US is the
country that believes in implying similar rules to all the countries and France is the country that
believes in applying rules that are as per the place. This is the reason why Disney has
implemented same rules in France as US and other countries. French people are
communitarianism people and US are has individualistic character. As far as specific and diffuse
conceit is concerned, it has been analysed that US is the country that clearly made discussion and
French are the people who made discussion inappropriately. As per achievement and ascription,

France is the country with society who believes in achievements like Walt Disney and French
people believes in history of the other people to judge them.
Answer 3:
Following are the three mistakes that Disney has made:
 As far as USA is concerned, Friday is the day when people enjoy the time and Monday is
the day when people work but the situation is opposite in France. Disney has made the
assumptions and implied the policies without considering the situation in France and this
resulted in many operations issues at the place.
 In terms of offerings at the theme park is concerned, it has been analysed that alcohol was
ban in the park just like other parks of Disney in other countries. As far as France culture
is considered, it has been analysed that French people have the culture to take wine with
their meals especially with lunch. Banning of alcohol at the park in France is against its
culture and thus it was not appreciated by the French guests.
 When the staffing is done, it has been analysed that the company has hired many French
and European people but the dress code of the staff has been designed as per the culture
of US which was not acceptable by the French people. Most of the employees have
resisted wearing such dresses and following the code and this became a very big issue to
be handled.
Answer 4:
As Disney has made many mistakes, it has been analysed that the company should learn
following lessons:
 Planning: it is required by the company to make proper planning. It has been realised that
Disney has made the business plan that was not appropriate to be implanted in France and
this was really against the culture of the people. Planning is important so that the plans
can be executed properly in France (Yue, 2009).
 Research: gathering the information about the market of France and the consumer choice
is very important in order to bring the business in different country. There may be

differences in the choices of the people and thus it is very much required to research the
market as well as the cultural beliefs of the people. This helps the companies like Disney
to make the policies and rules as per the legal and cultural beliefs of France.
 Developing alternatives: Disney was the company who had started the business in France
as per the earlier policies and have not made any alternative plans for France and its
customers. It is required by the company to make alternative plans so that it be
implemented at the time of issues.
References:
Hofstede, G., 2011. Dimensionalizing cultures: The Hofstede model in context. Online readings
in psychology and culture, 2(1), p.8.
Minkov, M. and Hofstede, G., 2011. The evolution of Hofstede's doctrine. Cross Cultural
Management: An International Journal, 18(1), pp.10-20.
Trompenaars, F. and Hampden-Turner, C., 2011. Riding the waves of culture: Understanding
diversity in global business. Nicholas Brealey Publishing.
Yue, W., 2009. The Fretful Euro Disneyland. International journal of marketing studies, 1(2),
p.87.