y they are thinking of locating should be heavily studied. Edward T. Hall's silent languages in overseas business in regards to time, space, things, friendship and agreements should be understood for the country they are thinking of doing business in as well as the imperatives and exclusives that must be followed in that country. The foreign uncontrollable must be noted especially in regards to legal issues, the economy, the country's geography and infrastructure, and the cultural forces dealing with that country. In thoroughly studying the country and knowing the needs of that country, adaptations to the marketing mix must be made to accommodate what is best for that country. Ethnocentrism, the assumption of similarity and our self-reference criterion are obstacles that must be avoided and overcome to successfully build a theme park in a foreign country. It is also important to respect that country's culture and to not do anything that would turn you against the people that call that country home. Costs that deal with the theme park must be relevant to consumers there and marketing campaigns should focus on what is important for the consumers of that country and the surrounding countries to know. Possible problems should be noted and handled before opening day of the theme park and expectations should be realistic. EuroDisney was faced with many challenges after its doors opened in 1992 and if all the proper steps would have been taken before opening day, many of these challenges could have been eliminated beforehand. Cross-cultural literacy is required to do successfully do business in any country and making decisions based on assumptions should be avoided at all costs. "Disney assumed Europeans would vacation like the American and Japanese; that they would be happy to stay away for several days at a theme park. But middle-class Europeans try to get away from it all on their vacations by going to the beach or the mountains...
