Disney Organisational Identity

RSMME077-13 Organisational Identity: Managing Strategic Change and Company Image

Sascha Tagliaferri

Student Number: 400523

400523st@student.eur.nl

Table of Contents

Question Set I 3

Question Set II 4

Question Set III 6

Question Set IV 7

Question Set V 8

Question Set VI 9

Question Set VII 10

Question Set I

Assume that you are the CEO of the company: what do you think to be the unique essence (i.e., identity) of the company?

The Walt Disney Company (hereafter Disney) is the only company in the world that offers a full-spectrum of entertainment, not only for children and their family, but also for the child inside every person. Disney offers products in the form of cartoons, movies, television broadcasting, games and merchandise; and recreates their magic in amusement parks, hotels and stores, resulting in a unique storytelling that makes the audience dream. The company grew from the heritage and the vision of Mr. Walt Disney. It now aspires to keep his creativity and innovation alive and to find it in today’s visionaries that are the employees comprising its family. Disney approaches modern demand, without forgetting its tradition. With the support of an increasing diversity of brands it reinvigorates its classical stories and characters, and creates new ones, to offer entertainment to everyone. Disney has always and will keep offering forward-thinking entertainment to teach the values that best resonate with the company: integrity, respect, courage, openness and diversity. The goals are to produce products of timeless quality that communicate the company's values to a larger and increasingly global audience, and to preserve the magic of childhood and imagination in an increasingly fast-paced era, suffering from low creativity and social inequality.

Question Set II

Discuss whether, in the next three years, there is likely to be more convergence or divergence in organizational members’ beliefs towards the identity you articulated.

As Hamel and...