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Walt Disney Organizational Approach, Research Paper Example

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Words: 567

Research Paper

Organizing, according to  Management Innovations (2008), is the process of assigning tasks developed in the planning stages of a business strategy , to individuals  or groups to generate the actions that will enable the achievement of organizational objectives. It is also a mechanism by which people are given specific assignment that collectively will contribute to continuous creativity and innovations, maximum productivity and high levels of profitability.

Walt Disney, in an effort to manage creativity, according to Lynch (2001) placed great focus on organizational design and culture, among other variables.

The company from inception, seemed to realize that without clearly defining its organizational culture, it would stumble through whatever organizational process that was operational, and as such, incorporated it in its four foundational structural, which Lynch (2001), identified as definition of culture, designing of ideas, designing the process and refining the product or service.

The leadership of Walt Disney made sure that each Cast Member or employee, from the point of orientation onwards, knows the culture of the company, as such will always be positioned to offer ideas as to how the entity overall, can continuously achieve greater levels of creativity and innovations in its entertainment operations.

Organizationally, the process then extended to the alignment of the ideas received, in order to ensure  that they will be able to fit the company’s organizational culture as well as its creativity and innovation plans.

Organizational Design, according to BYU Training Department (20122), is made up of four phases and these are, (a) preliminary analysis, (b) strategic design, (c) operational design , and (d) implementation. Walt Disney on inspection has fully embraced these procedures in its drive to achieve creativity and innovations within its operations on a daily basis.

Ideas from Cast Members are aligned after analysis, to fit its cultural norms and expectations as well as to make good business sense , according to Lynch (2008), while in the designing phase both operational and strategic, the company reports that it strive to ensure that the ideas accepted are able to move from conception to implementation as efficiently as possible, so that it can save time, money and Cast Members passion.

In the final aspect of the organization design structure, the company refines the product or service that will be offered to its customers, by making as many changes as deemed necessary, until a key innovative entity that will drive the bottom line to new heights is created. This is then packaged and marketed to the public with great expectations  as it relates to customer satisfaction and taste.

On examination of Walt Disney’s approach to organization, in the context of the business operations generally, it can be concluded that the company organizational process has been extremely successful, especially in the way it engages it employees from the orientation stage onwards, to make contributions to fit its organizational culture and design. The company also continuously manages the entire process, even after the final products and services are delivered to its customers, to ensure creativity and innovations are effectively inculcated at all levels.

Walt Disney therefore, has established a benchmark that all companies with a desire to achieve similar levels of stability and profitability should seek to replicate going forward.

Reference

Brigham Young University – Training Department (2012). Strategic Organizational Design Process Retrieved from:

www.training.byu.edu/documents/StrategicOrganizationDesign.doc , 10/06/12

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

Management Innovations  (2008). Define Management and Its Function Retrieved from: www.managementinnovations.wordprep.com/2008/12/03/define-management-its-function/, 10/06/12

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