individual, cultural/literacy case-study. Cultural Case Studies

Cultural Case Studies
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Cultural Case Studies
Question One
Hofstede’s cultural dimensions provide several cultural differences between France and the U.S., as evidenced in the case study. Using the individualistic dimension, which addresses the autonomous nature and putting personal interests first (Matzler et al. 2016, p. 509), France is more individualistic than collectivistic. Disney was having a hard time trying to make the French staff into being “consistently polite to park guests” while referring to them as individualistic. Further, the French felt that the rules set to dictate the dressing code were an invasion of privacy, which is a characteristic of individualistic cultures. The U.S., however, knows how to consider the interests of others more than France, as revealed by Disney’s image by making the customers feel appreciated. Based on the uncertainty avoidance dimension which measures the tolerance level of risk and ambiguity (Matzler et al. 2016, p.509), the U.S. has a low uncertainty avoidance culture because Disney was willing to establish their business in France, albeit receiving a lot of resistance and negative remarks from the French. On the other hand, France has a high uncertainty avoidance culture because the French feared that the theme park would bring congestion and pollution in their country. By masculinity, which measures the level of orientation towards achievement and ambition (Mazanec et al. 2015, p. 299), the U.S. is a more masculine culture because they embrace the flexible working hours which mostly focuses on achievement. France, however, has low masculinity, which explains why the French were against the flexible working hours’ arrangement.
Question Two
The Trompenaars’ research has helped in enhancing the understanding of cultural differences between France and the U.S. by providing more insight into how different cultures view relationships and rules. Trompenaars work has expounded some of Hofstede’s dimensions, creating seven dimensions in the process (Vaiman and Brewster 2014, p.3). One of the additional dimensions that best explains the difference between France and the U.S. is the universalism dimension in which people in such a culture base their dealings and relationships on rules and laws. The U.S., in this case, is highly universal than France because Disney put in rules in place. From how to dress down to smiling at park visitors, something that was common practice in the U.S. However, France is not accustomed to such, which explains why the French had a problem with those rules and some had to forego the job opportunities at Euro Disneyland.
Question Three
The first lesson that Disney should have learned about cultural diversity is that cultural sensitivity is key for any company, especially when internationalizing their operations. Cultural sensitivity involves changing the mindset and cultural activities in order to accommodate others (Lutz 2017, p.4). Disney was not culturally sensitive during their venture into France because they still kept their alcohol ban in place. The company failed to consider that it is the culture of the Fren...