Walt Disney Corporation, Research Paper Example

Mission Statement

The Disney Corporation sets out a number of actions in association with its vision statement.  The actual website embraces rather a long mission statement but briefly translated it sets out that the Disney Corporation wants to be one of the leading Companies that provides entertainment and information.  As such it will create a portfolio of leading brand names that will be innovative product developments in order to meet the needs of its customers.  These brand leaders to provide a profitable range of entertainment and experience with ‘the Disney experience’ on a global basis. (The Walt Disney Company, 2012).

The reason that Walt Disney happens to be a world success story is because of its comprehensive mission statement and its ability to translate vision into strategic action.  The large amount of capital investment in the Company allows it tremendous strength and flexibility in the execution of its business objectives.

The Vision of Disney

The vision statement of Disney sets out the overall goals and purpose of the business. It describes the purpose of the Company and how it will implement its strategic objectives. The general tag appropriate to the vision statement of Disney is very straightforward “To make people Happy” (The Walt Disney Company, 2012).  It has been argued that such a statement is too broad by definition but nevertheless the Executive of Disney have managed to focus in on this vision and be very successful.  A simple formula that is reflected within the vision statement is that of  ‘Walt Disney Mission Statement: Creativity + Innovation = Profits’ (Farfan, B. 2012).

Value Statements

The value statements for Disney are those which represent the key priorities for the operation of the business and as such describe the culture of the organization.  These reflect the code of conduct and ethical considerations valued by both the staff and customers of Disney.  Disney Corporation has set out values that remain unique to its business and play towards the three key themes of creativity, innovation and customer loyalty.  The Disney Chairman and CEO Robert Iger has set out these values in the Annual Report of the Company.   In brief these core values being ‘honesty, integrity, respect, courage, openness, diversity and balance.’ (The Walt Disney Company, 2012).

Business Ethics

The Company essentially focuses upon three key areas when defining ethical responsibilities:

1. Hiring Practices – To maintain equal opportunities for all applicants applying to Disney, regardless of race, ethnic background, color, sexual orientation, origin, age, disability, or other concepts prohibited by Federal Law.
2. Human Resources – The objective being to recruit people that have empathy towards the culture, values and objectives of the Disney Corporation.
3. Harassment and Discrimination – The Company forbids any form of sexual harassment or other form of intimidation or exploitation. This includes racial discrimination, sexual discrimination, age discrimination or other forms defined by Federal law.

There are a wide range ethical standards relate to  sourcing. This covers International Labor Standards, Product safety and protection of the Disney Brand image. Lynch notes that Walt Disney had adopted a very aggressive approach to being a CEO that execs had not. The concept once again goes back to Walt Disney. The leader and CEO, roamed the streets of Enhland, in the hope of meeting a prince. known to roam the streets of Disneyland in the wee hours looking, assessing, and thinking. One morning, he invited some third-shift maintenance workers to stop what they were doing and join him for orange juice and a chat. This resulted in their shift manager requesting from Disney that he let them go in order to get them back to work. Lynch says, “When their manager found them talking with the boss, he asked Walt if he could have them back to finish their work before the park opened. As they returned to their assignments, the manager felt compelled to ask Walt why he was spending his valuable time talking with third-shift workers (Lynch, 2001).” This is a significant aspect of Lych’s article because it pianist Disney in a very different light than we have seen him. Walt responded that good ideas come from everywhere and everyone. His example set the tone for our philosophy that everyone is creative. The authors note that, companies should aim and expect to implement ideas generated by employees closest to the situations. The notion that lower pay grade employees can contribute to the creative department. Each time a front-line employee’s idea is used, which happens every day at Disney, we reinforce a culture of creativity and innovation.

References

Farfan, B. (2012, 9 15). Best Practice Example of a Mission Statement from the U.S. Retail Industry. Retrieved from About.com: http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Walt-Disney-Mission-Statement.htm

Lynch, L. (2001). Sustaining innovation: Walt disney instilled how. T + D, 55(6), 44-49. Retrieved from http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/227006975?accountid=3783

The Walt Disney Company. (2012, 9 14). The Walt Disney Company. Retrieved from The Walt Disney Company: http://thewaltdisneycompany.com/