Euro Disney Management Successes And Failures

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Euro Disney Management Successes and Failures Until 1992, the Walt Disney Company had experienced nothing but success in the theme park business. It’s first park, Disneyland, opened in Anaheim, California in 1955. Its theme song, “It’s a Small World After All,” promoted an idealized vision of America embellished with reassuring glimpses of exotic cultures all calculated to promote heart heartwarming feelings about living together as one happy family. The park was also filled with Disney characters that everyone knew from the cartoons and comic books that were on hand to entertain the guests and direct them to the endless supply of Disney merchandise. In the 1970s, the triumph was repeated in Florida, and in 1983, Disney proved they could go international with the opening of Tokyo Disney. With their previous Disney park successes, Disney executives turned their attention to Europe, more specifically to Paris, the self-proclaimed capital of European high culture and style. Unfortunately, the management of Disney failed on their first attempt to bring Mickey Mouse and his gang to France because they lacked cultural awareness, and had a misunderstanding of the French laws and the traditions/habits of the French people (Borgoyne, 1999). Furthermore, Euro Disney should be used as an example of what a company’s management should avoid doing and can be illustrative of the practices that should be considered in order for the strategic role of a company’s management to be successful and the goals of the company’s to be reached. Disney’s Success Disney had the ability to create magical lands that once the visitors were inside, were completely enveloped within its theme. They were successful in incorporating the nature of the rides and attractions with costumes, architectural style, food and souvenirs that really made you feel like you were in another world (Smith

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