According to Carl Hiaasen in Team Rodent: How Disney Devours the World,* Disney’s venture in France, Euro-Disney, got off to a slow start when it opened in 1992. Disney executives decided to import the Disney concept intact when they created their European theme park. The Disney parks in the United States have a clean-cut image—at least, as Americans define clean-cut. Those who work in the park, mostly young people, abide by strict rules of dress and demeanor. For example, they must not wear bright nail polish, heavy makeup, or facial hair. In addition, the parks do not serve wine or other alcoholic beverages, which contributes to the clean-cut image in the United States.
However, these rules seemed offensive and ridiculous to Europeans, particularly the French. Not serve wine in France? Unthinkable! These factors contributed to Euro-Disney’s dismal early performance.
However, Disney rethought its rules and relaxed several, in particular the makeup, facial hair, and wine rules. Euro-Disney is beginning to catch on in Europe, the way it has in the United States.
1. Are there any other “rules” or communication patterns observed by North Americans that Europeans might consider silly?
2. Are there any “rules” or communication patterns observed by Europeans that North Americans might consider silly?
3. What does the above story suggest to you about cultural practices, particularly applying in one culture practices that are normal in another?
4. Disney executives are intelligent and experienced. What factors do you think might have contributed to this not-well-thought-out decision by Disney?