Euro Disneyland
List all of the cultural challenges posed by Disneys expansion into Europe. (Side of matrix.)
Next, list the variables that influenced these challenges. (Top of matrix.)
Decide on a score (1-5) for each of these challenges according to the relative importance of the factors. Multiply each of these scores by 2 to find the weighted scores for each option/factor combination.
Cultural Challenges and Influencing Variables in Disney's European Expansion
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Explanation:
| Cultural Challenges (Side Matrix) | Importance Score (1-5) | Weighted Score (Importance Score * 2) | Influencing Variables (Top Matrix) |
| Language Barriers | 4 | 8 | * Importance of language |
| Differing Cultural Values and Norms | 5 | 10 | * Strength of cultural identity |
| Resistance to Americanization | 3 | 6 | * Level of economic development |
| Protection of Local Content Industries | 4 | 8 | * Government policies |
| Historical Stereotypes of American Culture | 2 | 4 | * Media landscape |
- Cultural Challenges:
- Language Barriers:The presence of multiple languages across Europe can create difficulties in communication, signage, and overall guest experience.
- Differing Cultural Values and Norms:European cultures have distinct traditions, social norms, and expectations regarding leisure and entertainment that may differ from the American model Disney presents.
- Resistance to Americanization:Some European countries may resist the perceived homogenizing influence of American culture, viewing Disney as a symbol of that.
- Protection of Local Content Industries:European countries may have policies or public sentiment that aims to protect their own film, animation, and entertainment industries.
- Historical Stereotypes of American Culture:Pre-existing perceptions of American culture, whether positive or negative, can influence how Europeans receive Disney.
- Importance Score:
- Each challenge is rated on a scale of 1 (least important) to 5 (most important). Factors like language and cultural values are crucial for communication and guest experience, thus receiving a higher score.
- Weighted Score:
- The importance score is multiplied by 2 to arrive at a weighted score. This emphasizes the significance of these challenges for Disney's success in Europe.
- Influencing Variables:
- These factors contribute to the intensity of each cultural challenge.
- Importance of language: High importance across Europe, creating a significant barrier.
- Strength of cultural identity: Countries with strong cultural identities may be more resistant to outside influences.
- Level of economic development: Developed economies might be more open to foreign investment, but may also have established entertainment industries.
- Government policies: Policies promoting local content or restricting foreign investment can create hurdles.
- Media landscape: Media portrayals of American culture can shape public perception and acceptance of Disney.
- These factors contribute to the intensity of each cultural challenge.