1. a. What factors contributed to Euro Disney’s poor performance during its first year of operation? What factors contributed to Hong Kong Disney’s poor performance?

b. Three types of factors can be identified from the case: (i) managerial errors of judgment; (ii) elements of consumer response; and (iii) environmental factors.

2. To what degree do you consider that these factors were (i) foreseeable and (ii) controllable by either EuroDisney or the parent company, Disney?

3. What role does ethnocentrism play in the story of EuroDisney’s launch?

4. How do you assess the cross‑cultural marketing skills of Disney?

5. Do you think success in Tokyo predisposed Disney management to be too optimistic in their expectations of success in France? In China? 

6. Why do you think the experience in France was not transferable to Hong Kong?

7. Now that Hong Kong Disney is up and running, will the Shanghai development benefit from the Hong Kong experience?

8. Now that Disney has opened Hong Kong and begun work on Shanghai location, where and when should it go next? Assume you are a consultant hired to give Disney advice on the issue of where and when to go next. Pick three locations and select the one you think will be the best new location for “Disneyland X.”

9. Given your choice of locale X for the newest Disneyland, what are the operational implications of the history of Euro Disney and Disney Hong Kong for the new park?

10. Think forward to 2020 (or 2024) and presume the rough politics and violence of the MENA region settle down substantially. Where would be the best location for a Disney park in that region? Defend your choice.