The EuroDisney Failure

Paper Summary:

The paper discusses how DisneyWorld in Orlando, Florida is attracting more UK and European families than EuroDisney. The paper details the many business mistakes in developing EuroDisney and claims that they can be traced to ethnocentrism and arrogance and overly optimistic assumptions of growth. The paper presents insights from some of the world's leading experts in cross-cultural communication, global business development, international business and marketing. Finally, the paper offers solutions for reforming the situation at EuroDisney.

Outline:
Introduction
The Problem
History
Alternatives
Solutions
Conclusion

From the Paper:

"During the initial planning phases for EuroDisney, sites in Great Britain, Italy, Spain and France were all considered. Due to the British Pound being highly inflated as a global currency and the lack of a large enough flat expanse of land, Great Britain was taken out of consideration. Italy, Spain and France were all in the running as host nations, with France being the most aggressive in the use of incentives to win the contract. France also would eventually under-write the development of the park and provide a government subsidy to keep the park running."

Sample of Sources Used:

• Data Monitor (2004) - EuroDisney Profile. Reference Code 16537. Publication Date November 2004. New York, NY
• Forman, Janis. 1998. "Corporate Image and the Establishment of EuroDisney: Mickey Mouse and the French Press" Technical Communication Quarterly. Summer 1998, Volume 7, Number 3 (Pages 247-258)
• Kepler Equities (2005) - EuroDisney Investment Brief. April 6, 2005. Kepler Equities. Catherine Rolland. New York, NY.
• Marsh, Harriet. 1996. "Variations on a theme park" Marketing. May 2, 1996. Page 14.
• Saseen, Jane. 1993. "Disney's bungle book". International Management. July - August 1993. v48. Page 26

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