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The Walt Disney Company is a huge American organisation used to specialise in the animation industry until expanding into live film production and theme parks. There are many famous animations where the company succeeded with the most familiar to be “Mickey Mouse”, making Disney to develop its success worldwide by building theme parks in different countries. In 1992, the “Disney company” expanded by opening a new theme park in Paris known as “Euro Disneyland”. By the time, Disney announced the new project they were planning to make, there were many critics and arguments arising according the Disney’s approach at Euro Disneyland. However, the question remains whether there are any strengths and weaknesses of Disney’s approach at Euro Disneyland and what steps should be taken next to ensure success in the operations.

The Disney’s approach at Euro Disneyland was mainly criticised for its influence on French culture and this can be analysed through theories and concepts displaying the “for” and “against” arguments of different topics affecting it. The topic that had the most effect on Disney’s approach is Globalisation. Globalisation is the process by which the world is becoming more interconnected as a result of increased trade and cultural exchange. Disney was benefited from globalisation’s impact since it is associated with some advantages. Firstly, Euro Disneyland was located in the middle of Europe close to Paris which is a very famous tourism destination and it was also expected to create 28000 jobs helping the French economy to flourish. Disney would also open a MGM studio in Europe which has a strong branding name leading to increased attraction of visitors. All these are supported by the logic of eclectic theory where decisions of what is globalised are made through combination of factors of O.L.I (Ownership, Location, Internationalisation) (Dunning, 2001),

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