Essay About Internationalization Advantages And Weakness Of Disneys Approach

Organizational Behavior in Disneyland
IntroductionThis essay will consider key principles, theories and examples of specific organizational behaviour topics such as globalization, perception and motivation. The topics are quite related to each other because, the perception of an organization is linked to the globalization of the multinational, and for the multinational to succeed they have to motivate their staff. The essay is structured into two main parts; strengths and weakness of Disneys approach, the second part shows the steps that Disney should go through to run Euro Disney successfully. In order to suggest the steps of running the park there are some concepts of the organizational behavior are going to be identified. Globalization Globalization is the way of how the world is interconnected due to increased trade and cultural exchange Bbc.co.uk (n.d.). Globalization threatens both cultural imperialism, which is identified as the culture of a strong political and economical country that has a great influence on less powerful countries, and traditional ways of life (Knights and Willmott, 2007).According to (Schröter, 2005), Europeans are resisting the Americanization that is being portrayed by US based organizations. Therefore, this acts as a weakness to Disney as Europeans feel that the US are trying to globalize their market in which they are trying to avoid.

The benefit of globalizing is to; firstly, extend the product life cycle of Disney. It is a process of innovation where the overseas market is a new model to the business  Secondly, internationalization advantages where the business sets up subcontracting agents that are carefully monitored in order to maintain the brand image, Disney Tokyo is an example. And finally, eclectic theory that includes the ownership advantage theories such as competitive advantages, the more competitive the more they are likely to proceed with foreign direct investment. Location Advantages, the location of Euro Disney in Europe would make it easier for Europeans to visit the park. Internalization Advantages, advantage of Disney to own the park as it will increase its profits. Disney uses ethnocentric approach, which is an approach of recruiting the home country personnel’s that are considered to be the best, in which Disney followed this approach (Knights and Willmott, 2007) (Luthans and Doh ,2012) (J. Robbins, 2014).People in each country have a specific way of doing things in their own way this is referred to culture (Treven, Mulej and Lynn, 2008). Hofstede has described the national cultural theory focusing on cross cultural communications one of the aspects he considered was “ Power distance is defined as the extent to which the less powerful members of institutions and organizations within a country expect and accept that power is distributed unequally” (Hofstede, n.d.). The barriers to cross cultural communication are escalating due to the management style they are divided into two groups high context and low context. It can be seen that there is a lack of understanding between management and employees through power distance, lack of understanding by both the organization and the staff, and language barriers. (Ybema and Byun, 2009)