Disney's Mission & Values
Unit 2 Project Plan 2
Javier Vasquez
Business Management Capstone Project
Mr. Bush
January 15, 2013
Disney Balancing Approach
For a company like Disney, maintaining its brand name and reputation is a daily struggle. With its mission statement, value, and approach to social responsibility, management does their best to ensure that no one tarnishes Disney’s good name. Every shareholder, critic, and citizen keeps a close eye on Disney, as the name resonates greatly among children and parents worldwide. So, every year they release a statement presenting and explain their goals online. Last year, it was under the title “Citizenship Targets 2012.” The following goals and vision will discuss these goals more in depth.
Disney’s vision is “to be the most admired company in the world: equally admired for the integrity of our people and the way we behave as citizens of the world, as we are for the quality of our exceptional entertainment experiences (Citizenship at Disney, 2012).” By acting with integrity, professionalism, and goodwill, Disney work to earn the public trust daily. During the 2013 BCS National Championship game between Notre Dame and Alabama, broadcasters Brent Musberger and Kirk Herbstreit spotted 23-year-old Katherine Webb among the 90,000+ fans attending the game. What followed was a conversation in which both parties recognizing a woman’s beauty (Nordyke, 2013). Many believed that both men were creepy and over the top, prompting ESPN to immediately apologize to the fans for Musberger’s remarks (Soltys, 2013). Though the actual comments were not derogative in any sort of way, because ESPN is under Disney’s control, should management not acted the way they did, the corporation’s reputation would take a hit. Since Disney’s vision is oriented towards family values, this minor incident might have impact the way people see this organization.
Aside from this incident, Disney stakeholders have very little reason to complain about their company’s actions
Javier Vasquez
Business Management Capstone Project
Mr. Bush
January 15, 2013
Disney Balancing Approach
For a company like Disney, maintaining its brand name and reputation is a daily struggle. With its mission statement, value, and approach to social responsibility, management does their best to ensure that no one tarnishes Disney’s good name. Every shareholder, critic, and citizen keeps a close eye on Disney, as the name resonates greatly among children and parents worldwide. So, every year they release a statement presenting and explain their goals online. Last year, it was under the title “Citizenship Targets 2012.” The following goals and vision will discuss these goals more in depth.
Disney’s vision is “to be the most admired company in the world: equally admired for the integrity of our people and the way we behave as citizens of the world, as we are for the quality of our exceptional entertainment experiences (Citizenship at Disney, 2012).” By acting with integrity, professionalism, and goodwill, Disney work to earn the public trust daily. During the 2013 BCS National Championship game between Notre Dame and Alabama, broadcasters Brent Musberger and Kirk Herbstreit spotted 23-year-old Katherine Webb among the 90,000+ fans attending the game. What followed was a conversation in which both parties recognizing a woman’s beauty (Nordyke, 2013). Many believed that both men were creepy and over the top, prompting ESPN to immediately apologize to the fans for Musberger’s remarks (Soltys, 2013). Though the actual comments were not derogative in any sort of way, because ESPN is under Disney’s control, should management not acted the way they did, the corporation’s reputation would take a hit. Since Disney’s vision is oriented towards family values, this minor incident might have impact the way people see this organization.
Aside from this incident, Disney stakeholders have very little reason to complain about their company’s actions
References: Disney. (2013). Waste. Retrieved January 17, 2013 from http://corporate.disney.go.com/citizenship2010/environment/overview/waste/ Disney. (2013). Climate and energy. Retrieved January 17, 2013 from http://corporate.disney.go.com/citizenship2010/environment/overview/climateandenergy/ Disney. (2013). Water. Retrieved January 17, 2013 from http://corporate.disney.go.com/citizenship2010/environment/overview/water/ Disney. (2013). Overview. Retrieved January 17, 2013 from http://heroesworkhere.disney.com/overview Frost, J. (2011, March 22). [Web log message]. Retrieved from http://thedisneyblog.com/2011/03/22/disney-company-releases-2010-corporate-responsibility-report/ Nordyke, K. (2013, January 08). Espn apologizes for brent musburger 's comments about aj mccarron 's girlfriend. Retrieved from http://www.hollywoodreporter.com/live-feed/espn-apologizes-brent-musburgers-comments-410134 Soltys, M. (2013, January 08). Twitlonger [Twitter message]. Retrieved from http://www.twitlonger.com/show/kl9vfj Team ESPN. (2013). Heroes work here. Retrieved January 17, 2013 from http://team.espn.com/top_menu/vets_military Weiss, W. (2012, March 16). [Web log message]. Retrieved from http://www.yesterland.com/wdcmeeting2012.html