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A Cultural Assessment Of The Walt Disney Company

2073 words - 8 pages

Experiencing the Disney Way: A Cultural Assessment of the Walt Disney CompanyThe Walt Disney Corporation, modeling itself as one of the premiere customer service organizations, has established itself by creating a healthy, dynamic corporate culture, adapted to their worldwide audience. Rick Johnson (1991) declares "[t]here are four key business strategies used at Disney; the culture is the key, knowing your audience, empowering the cast, and delivering quality service." The employees at Disney are nurtured, take pride in their work, demonstrate the overall corporate culture, and appropriately have become one of Disney's most prized assets. The discussion that ensues will emphasize Disney's organizational behavior, diversity, and structure. These practices are enforced through such methods as role modeling, training, rewards, and other clearly defined business implementations. This discussion will conclude providing information on how these attributes have influenced the leaders of the organization when making critical decisions, and those that motivate the cast members to provide quality service to the customers and communities.Walt Disney's objective is to be one of the world's leading producers of entertainment and information. By utilizing a portfolio of brands to differentiate content, services and consumer products, Disney seeks to develop creative, innovative and profitable entertainment experiences for the entire family. At the same time, the company strives to maximize Disney's long-term value to their shareholders. By the end of the twentieth century, the Walt Disney Company had already established footholds in four major business segments: Media Networks, Studio Entertainment, Parks and Resorts and consumer Products.Disney strives to separate itself from gluttonous mega-firms seeking to control major market segments. The company is deeply committed to conducting business in accordance with the highest standards of business ethics, and complying with applicable laws, rules and regulations. They even have a separate Code of Business Conduct and Ethics book for their directors and the Standards of Business Conduct for employees.Disney goes to great lengths to be a responsible neighbor through its environmental programs. The famous Jiminy Cricket is Disney's official symbol for their environmental programs. He reminds employees that each person plays a critical role in protecting the environment. Similarly, staff on Disney Cruise Lines pledge to recognize the value and beauty of the ocean as an environment in which they are the guests. To recognize extraordinary efforts, Disney publishes Environport, a document that awards those around the world who continue to make a difference through actions at work and home.Another value apparent in Disney's culture is their utilitarian approach to business practices (McShane, 2002). Disney seeks the greatest good for the greatest number of people by encouraging employees to contribute their personal...

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