Particular person Project: “Euro Disneyland” 1. Utilizing Hofstede’s 4 cultural dimensions as some extent of reference, what are among the most important cultural variations between america and France? PDI: Energy Distance IDV: Individualism MAS: Masculinity UAI: Uncertainty Avoidance PDI: Energy Distance IDV: Individualism MAS: Masculinity UAI: Uncertainty Avoidance The principle cultural variations when utilizing the Hofstede dimensions are within the dimensions Energy Distance and Uncertainty Avoidance. It’s clear that French tradition accepts and welcomes a comparatively massive energy hole.
Which means that it’s hirarchical nation the place energy and the move of knowledge is set far more by hierarchy then in America, the place this hole is much less accepted by individuals with much less energy. The opposite massive distinction is France’s hight stage of uncertainty avaoidance. The French wish to management the long run as a lot as doable, they aren’t danger takers. The People alternatively have low uncertainty avoidance that makes them danger takers, this coppeled with extraordinarily excessive indiviualism and very low energy distance makes them very entrepreneurial.
They act on their very own and are much less prone to settle for the established order when somebody has extra energy then them. French tradition additionally has low masculinity which suggests it’s a femini tradition. Which means that mushy expertise and the household are crucial in France. This may be seen by France’s in depth social welfare systhem. 2. In what means has Trompenaars analysis helped clarify cultural variations between america and France? Trompenaars analysis relies on 46000 managers from over 40 international locations who answered questionnaires based mostly on their experiences in many various cultures.
Trompenaar and his colleague Charles Hampden-Turner (“The Seven Dimensions of Culture” 2012) created a mannequin the place nationwide tradition is set by 7 dimensions. First an necessary dimension is the individualism – collectives dimension. People are very individualistic. Within the French tradition work, decision-making and energy is attributed to the collective. This may also be additionally seen within the Achievement vs. Ascription dimension. In America particular person achievement is valued extremely. France’s tradition is extra “Ascription” based mostly, that implies that the title and standing you have been born into determines your social stage extra then particular person contribution.
That is known as “copy sociale. ” The analysis is effective as a result of the methology is truth based mostly and quantitative. The 7 dimensions have a look at components that aren’t deemed related by Hofstede and give a extra in depth image of cultural variations. three. In managing its Euro Disneyland operations, what are three errors that the corporate made? The largest mistake first and foremost was that Disney didn’t perceive the wants and behaviour of the shopper. The shopper was severely misunderstood and that permit to many operational and cultural errors.
Solely 40% of the purchasers have been French, many have been vacationing People and Japanese. The French individuals anticipated to have the ability to purchase wine and Disney initially didn’t provide it. Massive luxurious motels have been constructed for individuals who have been anticipated to spend per week within the parks, nonetheless Europeans see theme parks as daytrips. Errors have been made when misjudging breakfast and lunch routines and dishes, witch result in lengthy traces and dangerous service. The second mistake was not having the ability to persuade the French that Disneyland isn’t an American assault on French tradition.
The French society was hostile from early on. Public intellectuals known as the park an assault on French tradition and farmers blocked the doorway of the theme park on opening day. The third mistake was the excessive pricing of tickets and resort nights. Europeans have extra trip days then People, with comparable revenue ranges that implies that the French have much less expendable revenue per trip day then the People. Disneyland reacted to the errors by altering the identify to “Disneyland Paris” this created a stronger bond with the town and France.
Then wine was bought and the eating expertise was tailored to fulfill buyer wants. Additionally day ticket and resort nights have been lower by a 3rd. The results of the modifications was a rise in guests from eight. eight million in 1994 to 11. 7 in 1996. Based mostly on its expertise, what are three classes the corporate ought to have realized about learn how to cope with variety? The largest lesson that they need to have realized is that cultural variations matter. It isn’t doable to take the very same idea that’s working in America and apply it in one other cultural context and then anticipate the identical outcomes.
That is particularly related with regards to behaviour. The second lesson is making an attempt to have a greater understanding of who the shopper is and what he desires earlier than the launch. In depth buyer analysis must be accomplished. Within the Euro Disney case most of the prospects the place not French and most of the French prospects didn’t need or anticipate to eat the very best French meals in Disneyworld. They noticed Disneyworld as American and therefor anticipated an American buyer expertise that included, self-service and American meals.
Nonetheless additionally they anticipated wine, so analysis is required to know the subtleties, what French tradition could be overlooked when providing an American expertise and what can not. The entry right into a market must be cautious and clear as a way to get extra native help. The discussions with the federal government and the native inhabitants shouldn’t solely be concerning the tax profit Disney can get, however closely centered on the optimistic results Disney can deliver to a bunch nation. These benefits, comparable to jobs and elevated tourism should vehemently communicated to the general public.
The third lesson is to give attention to opening new theme parks in rising economies. Not solely are there much less sights to compete with, Disneyland Paris is competing with the town of Paris for vacationers, but in addition are they extra open to western influences and merchandise. Disney symbolises America. So promote America the place there’s demand for her, like China. Bibliography: graph (http://geert-hofstede. com/dimensions. html) ——————————————– [ 1 ]. http://geert-hofstede. com/france. html
