Value of Culture Sensitivity: Michael Term Paper

To sum up Masters' characterization of Eisner, she highlighted him as an individual "who portrays himself as an insatiably curious child whose father begged for relief from his incessant questions."

Evidently, Masters' portrait of Eisner contrasted the personality of the individual fit to manage Walt Disney Co. Depicting Eisner as incapable of knowing, even perceiving, consumers' needs, particularly that of children, it was not surprising that he had failed to successfully launch Euro Disney at France. The book emphasized the importance of understanding and being sensitive to other cultures as one of the most essential factors that determine the success of a business, be it a local or global organization. Regressing to Eisner's childhood was a tactic that the author adopted in order to convey the message that one must be able to understand the targeted market in order to effectively deliver the appropriate services that this particular market needs and wants. Apparently, Eisner's lack of sensitivity and disregard for the high regard French people gave to their culture led to Euro Disney's downfall in France.

Although her method of analysis in cannot be considered conclusive, Masters was able to emphasize on one important point all throughout the book. That is, a successful business is one that is able to 'connect' itself with its consumers, and this entails knowing, understanding, and even empathizing with them. It is only when these (knowing, understanding, and empathizing) are achieved that a business can successfully capture its targeted market. Unfortunately for Eisner, he was not able to put into consideration this simple yet complex strategy, resulting to a controversial downfall of the Disney culture not only in the eyes of the French people, but the whole world as well.