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Disney statement of purpose
Disney management and leadership
Disney management and leadership
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Recommended: Disney statement of purpose
The intention of this research is to show the corporate culture of Disney! Within this discussion, a number of topics will be addressed that include: formal statements prevalent in the organization and its impact to the organization, a description of the environment and the statement it makes relative to the organization, the types of language or sayings used in the organization, the type of role modeling, training and teaching that is emphasized, rewards used to motivate employees, outcome measures used by leaders within the organization, how leaders respond to critical incidents or crisis, workflow and organizational structure, an evaluation of organization systems and procedures and the types of organizational goals and associated criteria used for the selection of employees.
Philosophy
The mission of The Walt Disney Company is “to be one of the world's leading producers and providers of entertainment and information”. Using their collection of brands to differentiate their content, services and consumer products, it seeks to create the most creative, innovative and profitable entertainment experiences in the world. This mission statement originated from the original business philosophy of Walt Disney which was: (a) quality will out! (b) give the people everything you can give them, (c) keep the place as clean as you can keep it, (d) keep it friendly, (e) make it a fun place to be (Johnson, 1991).
According to Rick Johnson in his article A Strategy for Service (1991), Walt Disney was committed to the single goal of creating happiness for customers whom Walt called guests. He knew that if guests were happy, they would return. Disney also understood that one bad guest experience or disappointment would conversely keep that ...
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...tabase University of Phoenix Apollo Library.
Johnson, R. (September/October 1991). A strategy for service – Disney style.
The Journal of Business Strategy, 13, 5, 38-44. Retrieved July 7, 2008 from EBSCO database University of Phoenix Apollo Library.
Lynch, L. (2001). Sustaining innovation Walt Disney instilled how. T&D, 55, 6, 44-50. Retrieved July 8, 2008 from EBSCO database University of Phoenix Apollo Library.
O’Brien, T. (December 2003). Weiss sees employees as Disney's Magic Makers.
Amusement Business, 00032344, 12/8/2003, Vol. 115, Issue 49. Risk Management Society Publishing Inc. (1993). Risk Management, April (1993). 40, 31. Retrieved July 12, 2008, from (Edginton, 1998)InfoTrack One File University of Phoenix, Apollo Library.
Sklar, M. (2003). Retrieved from The Walt Disney Company website on July 15, 2008, from http://corporate.disney.go.com.
Going to every length to meet and exceed the expectations of their guests, Disney has one common purpose, which is to make people happy. If the common purpose and company standards are not taken farther than just merely a statement, they will do very little for the good of the company.
problems. In a study done on the role of the Walt Disney Company, Vincent Faherty explains
The Walt Disney Company is a highly diversified media and entertainment company that has been growing by leaps and bounds since its inception in the late 1920’s. In the past few decades, The Walt Disney Company has expanded into numerous markets and diversified its business greatly. The company states that their corporate strategy is targeted at creating high-quality family content, exploiting technological innovations to make entertainment experiences more memorable, and expanding internationally. Upon studying the happenings of the company throughout the years, it is easy to see that the company is executing this strategy well through numerous strategic moves in the industry.
Walt Disney created Disneyland on July 17, 1955, and from this date it was deemed, “The Happiest Place on Earth.” Nearly every child today knows what Disney is and what it represents: imagination. Not all children have the privilege to go to Disneyland, but with the different movies and TV shows now circulating the world, Disney has made an impression on our youth, in the best possible way. Disney represents our children's imagination, creativity, hope, dreams, and debatably the most important one: family bonding time. Walt Disney’s Snow White was one of the first movies to produce retail products, that were distributed before the film release in order to maximize profit, giving Walt Disney the appearance of creating the marketing strategy. One of the most prominent methods of advertising that Disney used, was advertisements directed towards the children alone. For example, when a child would watch Disney’s television show, they would become enveloped and fascinated by what they saw. This would lead to the children asking for their own “little piece of Disney” at home. Disney was able to perfect this method by understanding that in 1955, the majority of the adults were working hard and had no time to spend with their children. Many parents of the working force felt bad for not spending more time with their children which lead to an increase in spending money on their children. Advertisers believed that by “planting the seed” at a young age, the children would not only bring sales now, but as well as in the future. “They have come to believe what RayKroc and Walt Disney realized long ago — a person’s “brand loyalty” may begin as early as the age of two.” (Schlosser 42). For example, our parents grew up going to Disneyland, and now take their own children back to Disneyland, as a tradition from past positive experiences. Walt Disney was able to
Communication is a crucial process in the delivery of corporate messages and the response for individual needs, especially in an organization like the Walt Disney Company. Best known as Disney, the company is famous for its film, music, theater and the emergence of the diverse cultures. The Walt Disney World located in Orlando, Florida is the biggest entertainment studio where people’s “dreams come true”. Four theme parks, two water parks together with a large amount of resorts and golf clubs help to build the company’s identity and its cultural values successfully (Gabler, 2007). Within the Disney context, small units of the organization also perform their own characters, while still engaging in providing the classic Disney value.
The Disney Corporation does excellent financially and uses Celebration, Florida as a means to further their victory, not to merely achieve it. Lastly, rule ten, says that people clothe what they have with self-interested moral garments of “freedom” and “equality of humankind.” Disney World and other corporations use the effects of branding as a “moral garment” as a means of covering up their true motive, to make more money. Corporations know brands can give a false sense of self-worth, status, or promote false internal feelings of
The Disney corporation is easily the greatest empire of entertainment in the world, thanks to the creator Walt Disney and his brother. Disney’s influence has been great within culture and society and I learned how much of an influence Disney has had through our course this semester. This influence is reflected and broadcast through the many works and readings that we examine in class. The articles gave me new knowledge about Disney that I was previously unaware of.
(1) Michel G. Rukstad, David Collis; The Walt Disney Company: The Entertainment King; Harvard Business School; 9-701-035; Rev. January 5, 2009
In reviewing the vast corporation of the Walt Disney Company and all that it has to offer, one profound statement made by Walt Disney himself comes to the forefront, “I only hope that we don’t lose sight of one thing – that it was all started by a mouse” (Walt, n.d.). This statement suggests that the company has a strong focus to continually guide them in the way of the original idea of the company. Even as it watches the changes taking place in society and adapts to the new technologies and innovations, the Walt Disney Company has been able to implement diverse strategies for its growth and prosperity.
His work in modern media was revolutionary. Moreover, he broadened communication and made it easier to learn about new cultures. Disney’s movies play a vital role in children’s development and their productivity when they enter the “real world”.
The book introduces the audience first to the Disney Universe, which gives a broad perspective of how the idea of Disney was created, what Disney has done for the world, and how people around the world feel about this company. The fans of this company, which created the culture, of course fell in love with everything Disney, from the characters to the theme parks. The company has shaped entertainment for the world, creating new forms of entertainment including animations, children movies, colored films, and musical movies. These forms of entertainment have brought joy in some shape or form to their fans. The book introduces the audience to the examination of the history behind Disney, including how it all started and some major complications the company had to overcome. Some of the complications included money problems, work space issues, introducing the company in a way they will be accepted by the common world. In the book, Wasko also includes how Disney cartoons, stories, films and television programs were created. This book also goes into great detail how people around the world receive merchandise or Disney
One of the key factors of the successful diversification is the very strong branding of the name Disney. That the name was famous after the success in the early years made it among other things possible to go into the theme park industry. Evaluated isolated, the theme parks was a success. But when also accounting for the synergies created, the decision to go into this industry was a huge success. It has created a spiral of synergies, where the characters in the movies get more popular due to the parks, as well as the fact that when people are visiting the parks they get stimulated to buy the merchandise. This is just one example of the synergies that exist in Disney. When Michael Eisner took over control in Disney, he kept focusing on same corporate values as earlier, which are quality, creativity, entrepreneurialism and teamwork. These values have been preserved despite of the size of Disney, and are an important factor in sustaining and building the Disney brand.
The entertainment industry holds the immense potential for growth and development. The industry is constantly evolving and Walt Disney emerge as a global leader and recognized as the world’s second largest media conglomerate in the terms of revenue after Comcast. The Walt Disney Company is a multinational entertainment conglomerate headquartered at California, United States. The company integrated its products into five target segments are as follows: (1) Media Networks (2) Parks and Resorts (3) Walt Disney Studios (4) Disney Consumer Products (5) Disney Interactive. The company has strong diversified product portfolios and generate high returns and revenues from all the target segments but the media networks contributes
They include: excellence in leadership, excellence in casting, guest satisfaction, financial results, and repeat business (Coverly, 2013). As it pertains to leadership excellence, Walt Disney is cognizant of the fact that communication is indeed the key driver and foundation for a collaborative culture within the company. Therefore, in this regard, the company encourages the cultivation of collaboration by essentially creating an enabling environment where ideas are spoken without fear of favoritism. Hence, Walt Disney promotes the use of positive language as part of its strategy of fostering leadership and collaboration. The use of positive language lays a basis for the realization of excellence in casting as one of the company’s policies. It is necessary to note that according to Coverly (2013), Walt Disney does not refer to its staff as employees; rather, the company classifies them as casts within the whole business arena. This concept, as Coverly (2013) continues to elaborate, emanates from the cognizance by the company that each employee has an intrinsic and unique role to pay within the company. As such, it is more natural to refer to them as casts, rather than the traditional “employee” notation. This strategy is very influential in generating and sustaining employee motivation which stems
Most successful firms spend millions on building a strong brand image. Disney must continue to expand the brand at every opportunity and keep the focus on its image. The creative energy of Walt Disney himself must exist throughout the organization. Disney can’t afford to lose its “magic” as the stakes are too high. So far, Disney is a textbook example of marketing genius. The mantra “Think local, act global” is a winning strategy for Disney since their product has a market all over the world. Everyone loves being entertained and escaping to a fantasy world every now and then.