Disneyspeak corporate language
Disney created an entire corporate culture by transforming his movie productions into real life experiences for people. One of the ways in which Disney was able to accomplish this feat was by expressing his expectations through the development of a unique corporate language referred to as “Disneyspeak” (Edginton, 1998) that set the stage and expectations for his vision. In the world of Disney, people were no longer customers, they became guests. Disney teams were charged with the study of “guestology” (Johnson 1991) which was to develop programs and actions that would consistently exceed guest expectations. Employees became cast members who are literally cast in a role for daily performance (Edginton, 1998) designed to create “magic moments” for the guests. All of this conveys the message that guests are at the center of all actions and interactions. Cast members understand that attention to detail is critical and that their role is to “sell the vision” to every guest. Disney empowers cast members with the service theme of “creating happiness” and provides extensive training, communication and support systems to ensure cast members can make the best decision with every guest encounter (Johnson 1991).
Role modeling, training and teaching
It seems that Walt Disney is established upon the training, teaching and role modeling among their employees to have good customer service. Everyone who has ever been to a Walt Disney theme park is often warmly welcomed by greetings from such role models handed down through the years to children and adults alike of characteristics like those of Mickey Mouse, Goofy and Donald Duck. These three characters are the main role models of how the rest of the staff should be trained and taught to handle their guests at the Disney Park it appears. This example is not to say that their reputable service is necessarily grounded in stone rather it is ever evolving based upon the premise of their well-known hospitality. The whole concept of their welcoming practices seem to revolve around what their guests would expect and is developed through this whole company as a result of the efforts pertaining to their Public Relations.
Employee rewards and recognition
Some of the incentives and rewards that the managers and staff receive are warm and generous letters from their visitors and guests as evidenced by the following statements. “Staff members at Disney receive plenty of training, support, and recognition from their leaders and they don’t stay around long if they don’t buy into the Disney culture” (Amusement Business, Vol. 115 Issue 49, p3, 2p). “A great deal of passion goes into training and that results in happier employees”, so it seems that the rewards and status symbols that are used to motivate the employees of Disney is a culture and tradition of understanding and compassion that are handed down from employee to employee based on the Disney model throughout the years.
In addition to the compassion and understanding, there is much room for growth and promotion as an incentive for those who work hard and do well. Weiss, one of the head managers at Walt Disney walks through the park among the buying public guests to make sure that everything is going smoothly. Additionally, he strives to make himself as accessible to his employees at Disney as possible which helps to promote the communication among the employees that they are working in a compassionate and understanding environment. His style of management functions as incentives and rewards which motivate the Disney staff.
Disney legends
The Walt Disney collections, Walt’s masterworks, and Walt’s thought are among the stories, legends, and myths familiar to employees and customers. The story of Pinocchio was heartwarming of a unique friendship. The artwork picture of Pinocchio underlined Walt’s belief of designing his animated characters to look real as if they were made of flesh and blood. The animation of “Bambi” was an interesting picture which took over Pinocchio. Bambi, a deer, was an animated character with an anatomy. The animation of Bambi was an improvement in quality of artwork in all his pictures. Bambi’s mother who was killed off-screen is remembered as one of the most powerful moments of any Disney film. The Golden Age of Animation (1937 – 1942) also called the “creative explosion” marks the most creative periods in the history of Disney Studios on animation motion pictures. The release of “Snow White and the Seven Dwarfs” and “Bambi” films during this five year period remain the most memorable periods in history and a lasting tribute to the remarkable career of Walter Elias Disney. In a study by the Canadian Journal of Psychiatry, children who watch animated films produced by Disney Studios are exposed to a greater incidence of mental illness than they may have experienced if they had watched similar films on TV (Lawson, and Fonts. 2004).
Organizational activities, processes and outcome measures
In its efforts to uphold excellence, and integrity in all its professional relationships, Walt
Disney undertakes the following business activities described below. The Disney Studio Entertainment is the foundation on which the Walt Disney Company was built. The Studio Entertainment is known for its rich legacy of quality creative content and exceptional storytelling. At the heart of the Studio Entertainment are the renowned animated features and live-action motion pictures. The Studio Entertainment distributes its pictures under Walt Disney Pictures, Touchstone Pictures, Miramax Films, and Buena Vista Home Entertainment. The Disney name has now become associated with quality entertainment for the whole family. The Disney Parks and Resorts has become one of the most popular amusement parks known to tourists in recent times. It is the home of the Disney’s beloved characters-Mickey Mouse, Pinocchio, Cinderella and the whole lot. Among the Parks and Resorts are Disneyland in Anaheim, California, Disneyland in Orlando, Florida, Tokyo Disney Resort, and Disneyland Resort in Paris. In all, there are 10 theme Parks on three continents with the 11th Park in Hong Kong to be opened in September 2005. In addition, 35 resort hotels and two luxury cruise ships is part of entertainment offerings in Hong Kong. The Disney theme parks and resorts celebrate Disneyland 50th Anniversary, an 18 month celebration which is scheduled to begin May 5, 2005.The Disney Consumer Products began merchandising in 1929 with the appearance of Mickey Mouse on the cover of a children’s writing tablet. Among its products are apparel, toys, home décor, and books to interactive games, foods and beverages, electronics and fine art. DisneyStore.com and Disney catalog are the direct marketing tools used by Walt Disney Company. Disney Media Networks include the television, radio, cable, and the internet landscape. ABC entertainment, ABC Daytime, ABC News, and ABC sports appear on the television media. For the cable network are Disney channel, ABC Family, and Toon Disney. And for the radio media are Radio Disney and ABC News Radio. A fund with the American Red Cross has been set up by the Walt Disney Company with an initial donation of one million dollars and having its employees as contributors. The first quarter of 2005 financial results for the Walt Disney Company will be announced live beginning Monday January 31, 2005 at 4:30pm (EST) through February 7, 2005 at 4:00pm (PST).
Disney leadership reaction to critical incidents and crisis
The Business leaders at Walt Disney pay attention to the world around them almost as much as they mange their organization. In doing so, DisneyHand a worldwide outreach of The Walt Disney Company brings the magic of Disney to those affected by incidents beyond their control. Along with cast-members (called Disney VoluntEARS), outreach helps in the areas of compassion, partnering with organizations that serve children, families, or others facing crises. In fiscal year 2004, DisneyHand donated more than $165 million in cash. Disney VoluntEARS also contributed more than 450,000 hours to help that in need (Business Wire 2001).
In September 2001, DisneyHand committed to contributing 5 Million Dollars to the DisneyHAND Survivor Relief Fund. (Business Wire 2001) These donations went to providing assistance to victims and their Families of the New York and Washington D.C. 9/11 attacks. In doing so, Disney and DisneyHand display a culture of empathy and solidifies its corporate culture of ethical practices, and giving to the community.
DisneyHand also creates the perception of an organization interested in more then just making money. The Disney staff embraces a philosophy that when they react to the incidents that happens around them, they can help in the best way with their own contributions.
Workflow and organizational structure
Workflow can be defined as the process used by an organization to manage operational task. McShane and Von Glinow define “Organizational structure as the division of labor as well as the patterns of coordination, communication, work flow, and formal power that directs organizational activities” (McShane & VonGlinow, 2003, p. 506). The workflow and structure of an organization helps to define week or strong organizations. Disney’s main strength comes from its organizational structure and workflow of managing the process of creativity and innovation. In doing so, they foster a culture that ensure controlled risk taking. Walt Disney has a structured methodology in its workflow and organizational structure. To ensure all employees and the organization follow this physiology, Disney uses the following five phased model:
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Define the Culture – For the Organization and In every venture taken
- If a new theme ride is proposed, does the attraction fit within the Disney Culture
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Align the ideas – To the Organizational Mission Statement and Strategic Direction
- Does a new movie or show parallel Disney’s Vision, Mission, and or Strategic Plan
- Design the Process – Where ideas flow easily from conception to deployment
- Disney has open lines of communication between all employees from the CEO to a part time worker
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Refine the Product of Service – Continually improve the idea
- Disney is always asking their customer what they can do to enhance their products. Then they add these enhancements to meet customer expectations.
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Create Fail Safes – Embrace the concept of successful failures
- At Disney there are no bad ideas, and ideas that are not successes in the market place are opportunities to learn what the customer wants
Organizational systems and procedures
The Walt Disney Company incorporates Business Standards and Ethics training into its system to provide education and training for domestic and international employees. Disney wants to insure that all of its employees act ethically and legally, and remain in compliance with the company’s Standards of Business Conduct. Disney works towards keeping its communication open among its staff. Disney believes that open communication creates better teamwork and a healthy environment. According to Risk Management Society Publishing Inc. (1993), “Walt Disney has one of the most sophisticated risk management programs in the US. Disney has a separate loss control, safety, environmental health and industrial hygiene departments. All Walt Disney facilities worldwide are equipped to handle these functions in one form or another.”
Walt Disney still holds true to its core mission that it started with, and that is providing quality entertainment for everyone around the world. In a quote from the Vice
President and Principal Creative Executive at Walt Disney Imagineering, Sklar (2003) states "From the beginning, starting with Walt Disney, we have had five things that make me proud to be part of this Company: high-quality products, optimism for the future, great storytelling, an emphasis on family entertainment and great talent, passion and dedication from our Cast Members." Disney’s values are their driving force that makes them retain the trust of the public and their shareholders. Those values are innovation, quality, community, storytelling, optimism and decency.
Employee selection and replacement
Walt Disney is committed to treating their employees and cast members with fairness, dignity, and respect. Disney provides equal opportunity for everyone without regard to race, religion, color, sex, sexual orientation, national origin, age, marital status, or any of the other basis that are prohibited by state or federal law. Disney strives to help their employees develop and advance based on their abilities. They want to be able to attract and maintain an employee work force that is reflective of their guests, business partners, shareholders, and communities where they do business. They also want open opportunity so that everyone is advantaged based on their potential and never disadvantaged because they are part of a certain group or class. Disney strives to maintain an organization that is diverse and professional.
Conclusion
Walt Disney is a company that stands behind its name and its employees. Disney devoted his life to creating magic moments for his guests through the highest level of customer service. Walt Disney is devoted to environmental causes through conservation, action, and education. They are also committed to the highest standards of business excellence. The Disney Corporation is made up of six components, which help them remain consistent in the business standards that they have set for themselves. The six components of their business are their Business Standards and Ethics guidelines, corporate governance, community, environment, international labor standards, and safety.
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