Assessing the Corporate Culture of Walt Disney

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This paper will assess the corporate culture of Walt Disney, addressing the background of the organization, training and teaching, stories, legends and myths associated with the company, philosophy, values, mission statement and the organizational goals of the company. The Disney Brothers Studios was founded by Walt and Roy Disney in October of 1923. As the brothers increased their reach in the entertainment market, this small studio evolved into the corporate giant known today as the Walt Disney Company which has interests in entertainment and media enterprises including Walt Disney Parks and Resorts, The Walt Disney Studios, ABC, Inc., ESPN, Disney Channel, Disney Stores, television and radio stations and Internet websites. “Fifty years ago, Walt Disney passed down three key precepts that still hold true today: tell a great story, tell it with great characters and push the technological barriers” (Hightower, 1993 p. 54). This statement by the Disney founder still drives the philosophy for Disney’s studio entertainment and parks and resorts business segments. 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. The Walt Disney Company’s organizational culture, or “the basic pattern of shared assumptions, values, and beliefs considered the correct way of thinking about and acting on problems and opportunities facing the organization” (University, 2002, p. 448) is shown in part by their in-depth employee education, their manufacturers’ code of conduct and their environmental commitment. The Walt Disney Company’s mission statement is: “To make people happy.” Although the statement is only a one-liner it is supported by a set of values setting the performance standards and directs the implementation of the mission. Those values are: no cynicism; nurturing and promulgati... ... middle of paper ... ...source/resource.asp Walt Disney Corporate information on Disney online. (n.d.). Retrieved June 13, 2004, from the Disney Web site: http://disney.go.com/corporate/ Hightower, D. F. (1993). Creativity is Your Business Too! Planning Review, 21(5) 54-56 Miller, B. W. ( 1992). It’s a kind of magic. Managing Service Quality, 2(4) 191-193 Disney Online. (2005). Walt’s Family and Friends, Bob Gurr. Retrieved July 19, 2005, from http://disney.go.com/disneyatoz/familymuseum/exhibits/familyfriends/bobgurr/index.html Disney Online. (2005). Company Overview. Retrieved July 19, 2005, from http://corporate.disney.go.com/corporate/overview.html Disney Online. (2005). Culture. Retrieved July 19, 2005, from http://corporate.disney.go.com/careers/culture.html Edgington, D. (1998). The majic of management. Des Moines Business Record, 94(15), 10. Lynch, L. (2001). Sustaining innovation walt disney instilled how. TD, 55(6), 44-49. Disney Online (2005). Careers. Retrieved July 24, 2005 from http://corporate.disney.go.com/careers/index.html Jackson, K.M. (1996). Walt Disney: It’s Persuasive Products and Cultural Contexts. Journal of Popular Films and Television, 24(2) 50-52

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