Critique
Introduction
The research article titled "The Fretful Euro Disneyland" by Wenhe Yue, featured in the
November 2009 issue of the International Journal of Marketing Studies, provides a detailed
examination of the challenges encountered by Euro Disneyland, a theme park subsidiary situated
outside Paris, France, and owned by the Walt Disney Company. This study aims to scrutinize the
various factors contributing to Euro Disneyland's difficulties and propose recommendations for
overcoming these challenges. In this critique, we will assess the strengths and weaknesses of the
study, highlighting areas where it excels and offering constructive reasons for our evaluations.
In the areas of success, the article excels in thorough research, recognizing the significance
of studying past international business ventures to glean insights from historical experiences. It
adeptly identifies key mistakes made by Disney in planning Euro Disneyland, encompassing
environmental and location factors, cultural differences, financing, French labor laws, and
management hubris. The detailed recommendations for restructuring Euro Disney's operations,
covering aspects like location promotion, understanding European lifestyles, seasonal attendance
adjustments, and addressing cultural differences, showcase a strategic approach. The critique also
imparts a valuable lesson on cultural sensitivity, emphasizing the need for marketers to extensively
plan to prevent conflicts arising from cultural misunderstandings. The conclusion effectively sums
up the lessons learned, underscoring the importance of extensive research before embarking on
international business moves. However, in the areas of failure, the article grapples with repetition,
potentially diminishing the clarity and impact of the critique. The limited analysis of solutions
provided could benefit from a more in-depth examination of their feasibility and potential
challenges. Moreover, citing a source from 1993 raises concerns about outdated information;
incorporating more recent data would offer a comprehensive view of Euro Disneyland's current
status. The critique lacks objectivity, presenting a predominantly negative view of Euro Disney
without acknowledging any positive aspects or improvements made over time. A more balanced
analysis would enhance credibility. Additionally, the absence of a standardized citation style, such
as APA or MLA, hampers the article's structure and professionalism, and adopting a consistent
format would address this issue.
In conclusion, "The Fretful Euro Disneyland" by Wenhe Yue effectively analyzes the
challenges faced by Euro Disneyland, offering valuable recommendations. Strengths include
thorough research, insightful mistake identification, and strategic restructuring suggestions.
However, weaknesses like repetition, limited solution analysis, potentially outdated information,
and a lack of objectivity could be addressed for improved credibility. Adopting a standardized
citation style would enhance professionalism. Despite these shortcomings, the article serves as a
valuable resource for understanding international business challenges.