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Case Study Cultural Considerations of Shanghai Disneyland

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Case Study Cultural Considerations of Shanghai Disneyland
Cultural Considerations of the Opening of Shanghai Disneyland

Case Study
Assignment 2

Course Coordinator –
IBS210 – The Principals of International Business
Tutorial –
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Due Date – 22 April, 2013
Word Count – 1031 words (excluding references)

Cultural Considerations of the Opening of Shanghai Disney

Shanghai Disneyland resort opening 2015 will have the biggest and tallest Cinderella castle in the world. The key players are the Chinese government, Disney, Shanghai Shendi Group and Mike Crawford, with the key event being the Chinese governments approval in 2009. The political, social considerations, education and economic environments are then explained. The context approach and dimensional approach are used to discuss the cultural considerations. The case will go on to discuss that while there are no current implications affecting the domestic and international business, it will tell of how Disney will benefit the Chinese economy, through growth in income, employment etc. It is recommended that Disney improve the cultural considerations through character costumes, food and by broadening their target market.

The essay will look at the case of Shanghai Disneyland and discuss key players. Events and discuss case context through an international context. It will continue to determine the case issues and the relevant theories used to develop solutions to understanding the cross-cultural understandings of culture. The essay will then show the implementations that domestic and international businesses face that operate within the theme park industry, and give recommendations to improve the cross-cultural understandings.

The Article looks at Disneyland opening in Shanghai in 2015 thanks to the Chinese governments approval on November 4, 2009 (Rapoza, 2013). The resort will compromise of two Disney hotels, 46,000 square meters for retail, dinning, entertainment venues, recreational facilities, a lake, parking and transport hubs (Rapoza, 2013).


References: Rapoza K, 2013, ‘Shanghai to Open 2015’, Forbes.com <http://www.forbes.com/sites/kenrapoza/2013/03/08/shanghai-disney-to-open-2015/> Yang L, 2012, ‘Shangahi refuses to comment on Disney’, Politics, South China Morning http://www.scmp.com/article/575292/shanghai-refuses-comment-disney Zhu L & Xu D, 2010, ‘Marketing Strategic Change in Expansion of Disneyland’, jonkoping international business school, pdf, <portal.org/smash/get/diva2:369516/FULLTEXT01>
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