Case Study Cultural Considerations of Shanghai Disneyland

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Cultural Considerations of the Opening of Shanghai Disneyland Case Study Assignment 2 Course Coordinator – IBS210 – The Principals of International Business Tutorial – Student – 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…show more content…
Due to China still being a developing country, Shanghai Disneyland has had to set a much lower entrance fee to catch more Chinese consumers (Zhu & Xu, 2010). Social considerations that Shanghai Disneyland has had to face are their main target group. Disneyland’s main target are children, in China however, children are expected to succeed academically before socially (Zhu & Xu, 2010). Most people in China do not speak English, and so Disney opened a chain of language schools in Shanghai, with the goal to teach children to speak English, Disney is also employing English and Chinese communicators (Brooks, 2009). High context cultures and low context cultures are used in understanding cross-cultural considerations, and can often lead to unintentional problems I the workplace and negotiations in governments (Beamer &Varner, 2011, p. 102). In a high context culture such as China, communication relies heavily on unspoken conditions or assumptions, whereas in a low context culture such as America (Disney), communication is usually taken at face value however, the context approach only represents one dimension (Peng, 2013, p. 37). However Hofstede’s dimensions of culture represent several dimensions and is far more influential and consists of long-term orientation, uncertainty avoidance, masculinity and femininity, individualism and collectivism and power distance (Peng, 2013, p. 37). Individualism and collectivism have

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