Disney Fin370

Disney Paris: a case analysis demonstrating how

glocalization works summary.

The journal summarized in this paper consisted of an explanation of what glocalization is and how it in important to the success of international organizations. Then the journal used then Euro Disney to argue their case on how glocalization, how at first it was not used by Disney. However, the journal indicated disaster was overcome and success achieved through the practice of glocalization. This process will be further detailed in the paragraphs below.

The first information to be gleaned from the journal is the definition of glocalization. The definition is “the interaction of global and local, cooptation of the global, and local, and the conflation of both universalizing and particularizing tendencies”(Matusits, 2009). With a understanding of what glocalization is, the journal went on to indicate that Disney went on to “force-feed”(Matusits, 2009) its culture and products on to the French and European customers and employee without taking any of their customs, values, or culture into account. To recap some of the issues that where created, admission and retail items where to high for the market which was still coming out of a recession, Hotels where not set up for the long stays that where the custom of long European vacations. Continuing, some of the French and European culture wanted and gravitates more to authentic locations verses plastic fake construction, as well as the colors selected in the construction where a turn-off to the European customers. Furthermore, the eating styles of the French and most Europeans where predicated by large long lunch meals that where accompanied with alcohol, shows where not French in style. Last, the working conditions where poor and hostile to the French workers because of what they considered low wages, the “look book”, the force of English being the first spoken language, and the smile factory. All of these issue led to Euro Disney to...