Disneyland Paris: Europeanizing a resort an international expansion experience
| dc.contributor.author | Louie, Amanda | |
| dc.date.accessioned | 2024-06-25T16:16:16Z | |
| dc.date.available | 2024-06-25T16:16:16Z | |
| dc.date.issued | 2008 | |
| dc.description.abstract | This paper explores the cultural challenges faced by The Disney Company during their international expansion into the European market. With wildly successful park launches in America and Japan, Disney was hungry for further growth and global reach. However, the subsequent launch of the Euro Disney Park near Paris in 1992 did not attract the guest numbers expected and instead was met with some resentment and hostility due to anti- American sentiment. This paper discusses the cultural blunders made by Disney that lead to the disappointing launch. It will focus on the operation and marketing strategies of the company with comparisons drawn between American and French culture to highlight the different perceptions of the park. The paper will also discuss the actions taken by Disney to “Europeanize” the park to appeal to their new marketplace. The report aims to enlighten readers that even the most successfully laid plans must be thoroughly re-examined with a cultural lens during international expansions. | |
| dc.description.reviewstatus | Reviewed | |
| dc.description.scholarlevel | Undergraduate | |
| dc.identifier.citation | Louie, A. (2008). Disneyland Paris: Europeanizing a resort an international expansion experience. Bachelor of Commerce Best Business Research Papers, 1, 22–30. https://business.journals.uvic.ca/index.php/bcomrp/article/view/91 | |
| dc.identifier.uri | https://hdl.handle.net/1828/16663 | |
| dc.language.iso | en | |
| dc.publisher | Bachelor of Commerce Best Business Research Papers | |
| dc.title | Disneyland Paris: Europeanizing a resort an international expansion experience | |
| dc.type | Article |