Problems may arise when a person from one culture has to adjust to others' culture. In business practices and marketing processes, an inability to deal with culture issues might cause companies difficulties. Global marketers need to be aware of certain influencing characteristics of cultures. These are language and communication, attitudes, beliefs and values, religion, manners and customs, aesthetics, material elements, education, and social institution. (Czinkota and Ronkainen 1995, 132).
An example of difficulties when companies fail in responding to cultural issues is the case of EuroDisneyland, an American theme park which opened on April 12, 1992, in France. In spite of a great number of selective measures, Disney failed to capture some major characteristics of Europe and France in particular. For instance, not recognizing there are the high production and consumption of wine in France, EuroDisney applied their universal standards of not selling alcohol beverages there and this was one of the factors resulting in the low French attendance. In fact, there were patriotic feelings against American culture and the preferences were for more of their local characteristics in a theme park. When the chairman dismissed these critics, local people thought the staff is arrogance against them. (Keegan 1997, 106) These cultural problems brought about negative outcomes that in the first year there was a low attendance with a loss of $514 million. In 1993 Disney officials considered to close the $4 billion theme park, but refinancing agreement eventually safe the park. (Czinkota and Ronkainen 1995, 131).
Because of difficulties caused by cultural issues, it is necessary to overcome the inability to obtain cultural understandings. The increase in overall international activity of firms has increased the need for cultural training at all levels of the organization. (Czinkota and Ronkainen 1999, 147) One of the most common ways is cross-cultural training.
