EuroDisney- Disney Land Paris 1.
Government Licensing Licensing essentially permits a company in the target country to use the property of the licensor. Such property usually is intangible, such as trademarks, patents, and production techniques.
The licensee pays a fee in exchange for the rights to use the intangible property and possibly for technical assistance.
Because little investment on the part of the licensor is required, licensing has the potential to provide a very large ROI. However, because the licensee produces and markets the product, potential returns from manufacturing and marketing activities may be lost.
Joint Venture There are five common objectives in a joint venture: Other benefits include political connections and distribution channel access that may depend on relationships. Such alliances often are favorable when: The key issues to consider in a joint venture are ownership, control, length of agreement, pricing, technology transfer, local firm capabilities and resources, and government intentions.
The joint venture attempts to develop shared resources, but each firm wants to develop and protect its own proprietary resources. The joint venture is controlled through negotiations and coordination processes, while each firm would like to have hierarchical control.
It involves the transfer of resources including capital, technology, and personnel. Direct foreign investment may be made through the acquisition of an existing entity or the establishment of a new enterprise.
Direct ownership provides a high degree of control in the operations and the ability to better know the consumers and competitive environment. However, it requires a high level of resources and a high degree of commitment. The Case of EuroDisney Different modes of entry may be more appropriate under different circumstances, and the mode of entry is an important factor in the success of the project.
There are many factors in the site selection decision, and a company carefully must define and evaluate the criteria for choosing a location.
The problems with the EuroDisney project illustrate that even if a company has been successful in the past, as Disney had been with its California, Florida, and Tokyo theme parks, future success is not guaranteed, especially when moving into a different country and culture.
The appropriate adjustments for national differences always should be made. Comparision of Market Entry Options The following table provides a summary of the possible modes of foreign market entry:This Article presents a case study of Disney’s interactions with the French government and citizens through Euro Disneyland, and analyzes its mistakes and attempts to rectify them in the con-.
Case Study: Disney in France 1 Until , the Walt Disney Company had experienced nothing but success in the theme park business.
Its first park, Disneyland, opened in Anaheim, California, in DEVELOPING STRATEGIC COMPETENCE: TOWARDS AUTONOMY IN ORAL INTERACTION. Luciano Mariani. Perspectives, a Journal of TESOL-Italy - Volume XX, Number 1, June 1. Introduction.
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Paris’s EuroDisney, Tokyo’s Disney Japan, and the U.S.’s Disney World and Disneyland all have one. From Gare de Nord to Gare de Lyon. If you arrive on the Eurostar or the Thalys, you will arrive at Gare du Nord and will need to take the regional train line – RER D (green line) direction MALESHERBES.