迪斯尼案例论文.docxVIP

On culture in international business—the inspiration of Disney’s setback in FranceStudent name: 任晓情Student number: 200942205025International business class 1IntroductionIn the environments of economic globalization and cultural diversity, the world become smaller and smaller and people around the world have more and more communications with each other in almost every aspect ,especially in business with the advance of informationization and the improvement of Internet popularity rate. Actually, no matter in our real life or in international environment, the modern communication between people will encounter difficulties or failures in the communication because of cultural differences. This paper is to discuss the importance of culture in business on the basis of the lessons and experience from Disney Company in France. However, The most important thing is give us a wake-up call, let us know the importance of culture in international business, so as to avoiding cultural embarrassment and being more success in international business.Main body First, it wants to talk about the assumptions of Disney make about the tastes and preferences of French consumers. There are two assumptions, demographics and subsidies. About 17 million Europeans live less than a two-hour drive from Paris. Another 310 million can fly there in the same time or less. Also, the French government was so eager to attract Disney that it offered the company more than $1 billion in various incentives, all in the expectation that the project would create 30,000 French jobs, the case said that. Probably, there is no mistake about the assumptions. However, the decision makers of Disney Company ignore a fact that there have cultural differences between the two nations. Even more, they forgot that the French look down the culture of United States. They do not think the united states have developed cultures. So they are afraid of that the undeveloped culture hit their own culture or even have a replace. And th