The paper "Euro Disneyland in France" is a great example of a business case study. Disneyland operations in Orlando, California and Tokyo were generally successful. However, the opening of Euro Disneyland in France was not as successful as expected. It's grand opening in Marne-la-Vallee, France witnessed much protest and scepticism from the locals due to various underlying factors revolving around cross-cultural management. In the course of establishing the Disney theme park in Marne-la-Vallee, France and during the initial operations, crucial cultural issues were not put into account. Consequently, the reception of Euro Disneyland in Marne-la-Vallee was disappointing, yielding losses and in turn impacting on the company’ s stock price negatively (Phatak, Bhagat & Kashlak, 2005). The key objective of this paper is to evaluate the cross-cultural differences and their effect on international business collaboration.
Firstly, this paper will examine discuss cultural the differences between France and the United States with reference to Hofstede’ s cultural dimensions. Secondly, it will critically assess the performance of Euro Disneyland in managing its operations in Marne-la-Vallee, France using Hofstede’ s cultural dimensions. It will highlight the mistakes made by the management and provide recommendations on what could have been done to avert or address these problems. Cultural differences between the United States and France Hofstede’ s research on differences in national culture provides a suitable framework for examining the cultural differences between the US and France.
Based on Hofstede’ s findings there are five dimensions of national culture. These dimensions include; power distance, individualism, uncertainty avoidance, long – term orientation and masculinity. According to Hofstede, power distance is essential, the degree of inequality that exists and is accepted particularly with regards to the unequal distribution power.
In France, the power distance is higher as compared to the US. Inequalities in France are accepted and power is centralised to a great extent (Hofstede, 2011). On the other hand, power distance in the United States is lower as compared to that of France. Equal rights are often emphasised on and upheld in all aspects of American society and governance. Management in American organizations are participative in nature, managers welcome the involvement of employees (Hofstede, 2011b). Based on Hofstede’ s sentiments individualism refers to the extent to which members in the society maintain their interdependence.
In this case, individualism has to do with whether members in the society views things in terms of “ I” or “ We. ” The United States has a more individualistic culture than France (Hofstede, 2011b). Conversely, France has a more collectivist culture. People in France tend to look after the interests of the community in general rather than those of individuals (Hofstede, 2011). The establishment of Euro Disneyland in Marne-la-Vallee was protested because it was viewed as a platform that would encourage individualism and consumerism (Phatak, Bhagat & Kashlak, 2005). Masculinity is another cultural dimension proposed by Hofstede.
According to Hofstede, masculinity refers to the extent to which a society is driven by success, achievement and competition. This is a value system that emphasises more on achievements than quality of life. With regards to masculinity, France has a feminine culture whereas the United States has a masculine culture (Hofstede, 2011b; Hofstede, 2011b). For example, the establishment of Disneyland in California and Orlando received a positive reception from Americans mainly because it promised various material or financial benefits such as employment opportunities, a lucrative vacation destination and foreign exchange.
However, in France despite the fact that the establishment of Euro Disneyland promised increasing employment opportunities, foreign exchange, expansion of infrastructure and expansion of tourist and hotel industries, its establishment was highly protested mainly because it would diminish the quality of life in France by promoting individualism, consumerism, noise pollution, traffic congestion and the displacement of farmers (Phatak, Bhagat & Kashlak, 2005).
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