The strategy of development of enterprises in different cultural context: A comparative case study of Disneyland in Asia and Europe

• Autor(a) principal: Furong Chang
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/25992
• topic: Conflitos culturais -- Cultural conflicts; The Disneyland; Theme park; Strategic development; Indigenization; Disneylândia; Parque temático; Desenvolvimento estratégico; Indigenização

This dissertation aims to find out what are the main factors which cause the significantly different performances of the three Disneyland in Asia and Europe, the Tokyo Disneyland, the Hong Kong Disneyland and the Paris Disneyland, and to which factors should be attached more importance when enterprises conduct expansion in different cultural contexts. A comparative case study is conducted from external and internal factors between the three Disney theme parks in Tokyo, Hong Kong and Paris. The results indicate that cultural conflicts and lack of innovation in the Paris Disneyland, the strategic deployment of the Hong Kong Disneyland have great impacts on profits while the Tokyo Disneyland obtained success by providing a Japanized American Dream and innovative products to Japanese consumers. In addition, the writer also analysed other influential elements affecting the operation performances of the three parks. The three cases can provide experience and lessons to enterprises when expanding under different cultural context, especially projects themed in international companies.