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Topic: Student Questions

How Multinational Firms Should Approach The Launch Of Their Products Or Services And Ideas In Markets That Differ Substantially From A Cultural Perpective

Posted by Anonymous on 3/5/2004 at 8:12 AM ET 250 Points
The main focus of this topic is with reference to cultural differences. The object of this question is Euro Disney and the marketing difficulties which were experienced when taking a successful product offering like World Disney to France. The focus is on the cultural influences which will determine the success or failure of the business. The critical success factors needs to be highlighted in the answer and discussed in depth
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  • Posted on 3/11/2004 at 5:11 PM Accepted
    I know this is too late for your paper, but Gert Hoffsted has a great book that deals with cultural dimensions and how they differ from region to region. I think the main problem Disney had in France was their inability to met the French half way and thereby generating a lot of negative PR.
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