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.... However, the difference between Americans and Europeans goes beyond language related issues. Euro Disney made some crucial mistakes in their marketing approach. The new French Euro Disney chairman, Phillipe Bourguignon, made a very interesting quote in this perspective: ”Still some of my admonitions that France should not be approached as if it were Florida falls on deaf ears.” The park builders discounted all cultural aspects of their venture. They chose to ignore the specific public they were targeting. Disney managers assumed that Europeans do not spend too much time for breakfast and lunch so that the restaurants were downscaled. Long lines in front of the restaurants were not convenient for the visitors. The gift giving requirement of the French visitors were different from what Disney expected. Europeans do not feel that they need to return with souvenirs of visited places. It was incomprehensible to Europeans that alcoholic beverages be banned from Euro Disney. Attendance was highly seasonal and peaked during the summer months: Europeans typically took one long vacation in the summer instead of short visits typical of Americans. Disney executives believed incorrectly that they could change French attitudes of not wanting to take their children from school...