International Expansion. INB. Disney.

International Expansion. INB. Disney.

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PULLING IT ALL TOGETHER – INTERNATIONAL EXPANSION

After the opening of the Disneyland theme park in 1955 and Disney World in 1971 the Walt Disney Company opened its first international theme park in Japan in 1983 (The Walt Disney Company). The Japanese theme park was highly successful having almost 10 million guests within a year of operation (OLC Group).
Building off of this success, the Walt Disney Company (WDC) sought out further international expansion in Europe (Hill). WDC selected Paris as the site of the new theme park due to rich financial incentives provided by the French government and the fact that most Europeans could easily travel to the theme park within two hours. The new park opened in 1992 (The Walt Disney Company).
Unlike the Japanese expansion, the Euro Disney was a failure from the time the park opened (Hill). The French rejected many of the cultural elements of the park stating that it was a sign of American cultural imperialism, that it simply put American culture into one of the most cultural cities of Europe, and that it demonstrated the most negative aspects of American culture (Matusitz).
Issues at Euro Disney included:
•    Wine and other alcohol not being available in the park, though the French commonly eat meals with wine
•    Busy lunch times since the French were accustomed to eating in a sit-down restaurant at a specific time instead of eating small meals which walking around the park
•    Celebrating American holidays that are not celebrated in Europe (e.g. Halloween)
•    Lack of sales of souvenirs due to different French traditions of gift giving
•    Shows and theme rides that were Americanized
•    Use of the colour purple on signs, though purple is interpreted as a colours of death
•    Training for employees that taught American values and work norms (Matusitz).
These issues have since been resolved and now Disneyland Paris (as it has been renamed) is the number one tourist destination in France (Matusitz).
In 2015, WDC is expected to open part of its newest park in Shanghai, China. This will be the second park to open in China after Hong Kong Disneyland opened, with many similar issues as Disneyland Paris.

Not wanting to repeat its failures in Paris and Hong Kong, the Walt Disney Company has hired you to work in the human resources department of Shanghai Disneyland Resort. The Vice-President of Human Resources (VP HR), has asked you to prepare a three-page report on intercultural communication.
In your report, you must address the following:
1.    In particular, the VP HR is interested in the differences between American and Chinese culture. Describe three cultural values that are different between China and the USA that may affect operations at the Shanghai Disneyland Resort. You must support a value with a description of how it may impact operations.

2.    The management team has decided that 50 employees from Disney World in Florida, USA will come to China for one year to learn about the new park. The human resources team will need to develop a training program for these employees. Describe five topics on intercultural communication that you think should be included in the training session. For each topic, provide an example of how the employees will need to adapt from American culture to Chinese culture. (Refer to chapters 6 – 10 of your textbook)

3.    The Imagineers (Disney’s team of engineers) has asked for help designing a new ride, show or exhibit that will teach tourists about Chinese culture and traditions. Remember this will teach culture and tradition; it should not simply be a display of culture. Provide the team with a suggestion and explain the elements of culture and tradition it will include.

Guidelines for the report:
•    It must be written in a report format with an introduction, conclusion and paragraphs with complete sentences. Do not use point-form.
•    Double-space the report.
•    Use correct MLA style.
•    All assignments must include a cover page with the assignment title, professor’s name, course and section, your full name (first and last name), student number and date.
Submit an electronic copy of your report on Blackboard AND a printed copy in class on
March 9, 2015.
Valid requests for extensions must be submitted electronically to your professor no later than Sunday, March 8, 2015.

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