Euro Disneyland case 2迪士尼案例.doc

IntroductionDisneyland in both America and Tokyo have got great success,but Euro Disney faces a lot of problem.The reason of this phnominen can be explain by Hofstede’s four cultural dimensions and Trompenaar’s research.Then we can find some operations mistakes that the Euro Disneyland mad.According to these experience have learned from the situation,how Euro Disneyland deal with the diversity.Analysis by Hofsted’s cultural dimensions The Hofstede's cultural dimensions theory proposed four dimensions including power distance, uncertainty avoidance,a masculinity-femininity and individualism-collectivism[1]. Although France and the US both are Western culture countries, they have some major cultural differences. In the following, according to Hofstede's four cultural dimensions, the differences between US and France will be discussed.Power Distance Index is the extent to which the less powerful members of organizations and institutions accept and expect that power is distributed unequally. France has a high power distance cultures. In the contrary, the United State has a lower power distance. Americans pursue a greater equality between societal levels, including government, organizations, and even within families. Uncertainty Avoidance Index refers to a society's tolerance for uncertainty and ambiguity. French has strong uncertainty avoidance that they are unwilling to face ambiguity and risk. American is the opposite type, which is more tolerant of opinions different from what they are used to. Masculinity means the distribution of emotional roles between the genders. American has high masculinity which indicates differences between men's values and women's values. But French has low masculinity values to give them more employee freedoms, group decision making and environmental conservation. Individualism –collectivism is the degree to which individuals are integrated into groups. France and America both has a high individualism and pursue freedom. But, America is a little bit higher. Analysis by Trompenaars’researchTrompenaars classify five cultures to describe the difference among different countries and use five groups words as measuring index respectively.According to Trompenaars’research there are cultural differences between the American and French culture.Family Culture – A culture that is characterized by a strong emphasis on hierarchy and orientation to the person.Trompenaars use individualism and communitarianism to measure Family Culture. French people tend to be more communitarianism but American people tend to be more individualism. American people concern on individual success and sometimes ignore the whole family.French people more care about the the whole group.so some French believed that American Mickey Mouse is stifling individualism and try to let children become the consumers.They do not like it and repel it.But in America,Micky Mouse is represent a American dream and many people insist it has got huge success.So American people like it.They do not think that Disney try to transform children into consumers.They believe it could let children have a wonderful childhood. Eiffel Tower Culture – A culture that is characterized by strong emphasis on hierarchy and orientation to the task.Trompenaars use universalism and particularism to measure Eiffel Tower Culture. Americans are quite universalism while French people are particularism.In the United States an egalitarianism philosophy exists that is characterized by a guided missile culture. This type of culture is exemplified by a formal organization promoting a task orientation and support for people in the work environment. A manager will make decisions for the greatest good for the greatest number in this type of work environment. The French culture is more subdued, laid back, and is into more traditional approaches to their management style.Incubator Culture – A culture that is characterized by a strong emphasis on equality and orientation to the person.Trompenaars use emotion and neutral to measure Incubator Culture.American people are emotion. French people compare with American people are neutral.This is the reason that French are formal and reserved than Americans. French is not the casual jollity, talking to unknown people or expressing your opinions, likes and dislikes, to any first comer you meet. The French do not tell you their life story or give a long expose about their family, relations, qualifications and expertise unless you ask them, and even so they are very restrained about it.Euro Disneyland keep the habit that send gifts to local children,but one of the venture’s financial participants said” The French aren’t used to this kind of public relations--it was unbelievable.”Guided Missile Culture – A culture that is characterized by a strong emphasis on equality in the workplace and orientation to the task.Trompenaars use specific and diffuse to measure Incubator Cultur。