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Why is the Walt Disney Company so successful

As the process of globalization develops continuously, multinational corporations are much more common nowadays which means intercultural communication has become an important part of daily work in thousands of millions of cross-cultural offices. This thesis will mainly concentrate on discussing and analyzing the Walt Disney Company’s experience of intercultural communication and the useful information we can learn from it so that some misunderstandings and problems can be avoided in some business activities. This thesis will discuss and answer the following questions: 1.

What is the Walt Disney Company?

2. What is a cross-cultural working environment like in the Walt Disney World Resort, Orlando, Florida? How do the coordinators deal with different employers from different cultures? 3. What happened when Disney first entered French market? What happened when it first entered Japan? What are the cultural reasons behind these different phenomena? 4. Comparing to other multinational corporations like Starbucks and Ikea, what is the advantage of Disney and what can we use for reference from its experience? Some researches have already been done on related subjects such as intercultural communication management, the importance of cross-cultural communication in business, and the effectiveness of intercultural communication in Human Resource area, etc.

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Based on these researches, however, my view point as a cast member of the Walt Disney World Resort can be creative and objective.

Chapter I What is the Walt Disney Company? In this session, a brief introduction of the Walt Disney Company will be given especially the history of its process of globalization when it tried to get into France, Japan and Hongkong China.

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Chapter Ⅱ College Exchange Program in the Walt Disney World Resort After providing some information of College Exchange Program, I will concentrate on analyzing Disney’s methods of dealing with foreign Cast Members’ culture shock, cultural conflicts, and coordinators’ different training ways according to their different cultural backgrounds. Besides, a survey will be made to collect CPs’ opinions on how to improve the program or how will their future application affect intercultural communication.

Chapter Ⅲ How to Deal with the Frustration in France? In this part, I will introduce the history of Disney first entering France and the cultural crisis it came across there. I will illustrate both the efforts and mistakes made by Disney as well. Comparing to the process it first entering Japan, I will try to engage the different cultural backgrounds with these different phenomena.

Chapter Ⅳ Useful References of Disney’s Experience Comparison will be made in this part between Disney and other multinational corporations and some useful references we can get so as to use them to avoid misunderstandings, sometimes even serious problems in business field.

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Why is the Walt Disney Company so successful. (2016, Dec 22). Retrieved from

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