The Euro-Disney Project: Stakeholders Misunderstood?
Disney launched a new theme park in Europe in 1992 and faced immediate disappointing results. Read the articles in Required Resources, and in addition, feel free to search for additional articles in the CSU Online library to use in answering the following questions:
- Assume that you were the project manager for the Euro Disney theme park launch. What in your view are the top five stakeholder groups that you would have identified?
- What categories would you assign to each of the identified categories? (Use unaware, resistant, neutral, supportive, and leading as your categories.)
- What strategies would you employ to address resistant stakeholder groups? Would your selected strategies differ in any way from managing stakeholders within your home country? Why, or why not?
- Briefly describe what you believe Disney got wrong in their stakeholder identification and management.
Your submission should be a minimum of two pages in length. Adhere to APA Style when constructing this assignment, including in-text citations and references for all sources that are used. Please note that no abstract is needed.
1 THE EURO-DISNEY PROJECT- STAKEHOLDERS MISUNDERSTOOD 1
2 The Euro-Disney Project- Stakeholders Misunderstood
Bryan Reitsma Columbia Southern University
3 Assume that you were the project manager for the Euro Disney theme park launch. What in your view are the top five stakeholder groups that you would have identified?
The top five stakeholder’s groups I would have identified are; customer, community, government, employees, and suppliers. This is because for any product to work towards achieving desired goals and objectives, all the directly impacting stakeholders must have the right attitude towards the product and or service. In this case, the project failed due to the right stakeholders not being identified something that could have helped in determining right from wrong (Grayson, & Sheikholeslami, 2017). For instance, understanding what consumers and community members finds motivating or violating in terms of their culture. As a project manager, it is important to identify government in order to learn of the things unacceptable legally and those acceptable. Also, the plight of employees must be taken into consideration as well as that of suppliers. This is because any failure would easily affect them negatively.
2. 3 What categories would you assign to each of the identified categories? (Use unaware, resistant, neutral, supportive, and leading as your categories.) Customers- resistant Government- leading Community-supportive Employees- resistant Suppliers- neutral 3. What strategies would you employ to address resistant stakeholder groups? Would your selected strategies differ in any way from managing stakeholders within your home country? Why, or why not?
Handling a resistant stakeholder can be a challenge due to the massive input each stakeholder is required to make for any project to succeed. In this case, the main strategy I would employ to address resistant stakeholders is engaging them in order to understand the cause of resistance and engage them in implementing solutions. Engaging stakeholders create room for sharing ideas, creating value, as well as making the stakeholders to own the project. This is a great strategy known for reducing levels of resistance and instead increasing levels of support. The more reason is that being made to be part of a project creates reason why one should remain supportive of the project and even share leading ideas that would take the project to the highest level of success.
4. 3 Briefly describe what you believe Disney got wrong in their stakeholder identification and management.
According to Grayson, & Sheikholeslami, (2017) the main thing that Disney got wrong in terms of stakeholder’s identification and management is setting priorities right. The company only focused on a single stakeholder who is the shareholder and this made the company to overlook the interest of other stakeholders. The company only considered comping up with a theme they believed with make the shareholder to reap as much profits as possible. They failed considering what their actions and theme would mean to other stakeholders particularly customers and community members. As a matter of reality, whenever consumers and community members are negative affected, the impact of first extended to suppliers and employees as they depend on shareholders. Whenever priorities are set right, the management should make sure that other stakeholders interests are protected first as they would extend the effect to shareholders. By so doing, the project is able to meet both short and long-term goals. This is unlike when a single stakeholder’s interests are considered as such project to not survive for long failing in goals achievement.
Grayson, L. 4 E., & Sheikholeslami, G. (2017). 4 Euro Disney or Euro Disaster? Darden Business Publishing Cases.