Disney Enacted Values
Disney’s Espoused and Enacted Values
Aaron Eberhard
04/12/2010
Com/ 530
When Walt Disney started his company his goal was to “produce great visual entertainment†(Igner, 2008). An idea that quickly took off like a wild fire and grew into a dynasty. Disney still encompasses the visual media but also includes the additions of parks, resorts, consumer products, television stations, animation departments, and movie picture organizations. Each department has goals, missions, and values, but they strive for the same espoused values: “Innovation, Quality, Community, and Storytelling. Optimism, and Decencyâ€. (Sklar) All these values are engrained into the employees by a university they created to teach each cast member (employee) who they are working for, why they are working there, what their goals should be, and how they should carry out their work. This paper will cover those espoused values that Disney strives to reach on a day-to-day, year-to-year, person-by-person basis; and also discuss the enacted values that take place in the magical Never Never Land.
Disney’s innovation department, in large part, is the heartbeat that operates the company. Their commitment to strive continuously to produce a top-notch product is a long standing tradition and that can be seen in their animation, consumer products, and parks/resorts. The company seems to have an endless supply of active ideas that it produces to intrigue the young and the young at heart. The imagineers that Disney enlists are those that live by the Disney values and consistently produce a top tier product.
The Quality of Disney’s product can barely be questioned. The parks are flawless in design, the productions always at the top of conversation, and the products always craved by the consumer. One can only dislike the quality if they dislike the idea of Disney itself.
From the time of its creation, Walt took initiative in creating a sense of community. The parks are built to
Aaron Eberhard
04/12/2010
Com/ 530
When Walt Disney started his company his goal was to “produce great visual entertainment†(Igner, 2008). An idea that quickly took off like a wild fire and grew into a dynasty. Disney still encompasses the visual media but also includes the additions of parks, resorts, consumer products, television stations, animation departments, and movie picture organizations. Each department has goals, missions, and values, but they strive for the same espoused values: “Innovation, Quality, Community, and Storytelling. Optimism, and Decencyâ€. (Sklar) All these values are engrained into the employees by a university they created to teach each cast member (employee) who they are working for, why they are working there, what their goals should be, and how they should carry out their work. This paper will cover those espoused values that Disney strives to reach on a day-to-day, year-to-year, person-by-person basis; and also discuss the enacted values that take place in the magical Never Never Land.
Disney’s innovation department, in large part, is the heartbeat that operates the company. Their commitment to strive continuously to produce a top-notch product is a long standing tradition and that can be seen in their animation, consumer products, and parks/resorts. The company seems to have an endless supply of active ideas that it produces to intrigue the young and the young at heart. The imagineers that Disney enlists are those that live by the Disney values and consistently produce a top tier product.
The Quality of Disney’s product can barely be questioned. The parks are flawless in design, the productions always at the top of conversation, and the products always craved by the consumer. One can only dislike the quality if they dislike the idea of Disney itself.
From the time of its creation, Walt took initiative in creating a sense of community. The parks are built to
Bibliography: Igner. R (2008) Message from CEO. Letter to Stakeholders. Retrieved from http://disney.go.com/crreport/overview/messagefromceo.html Sklar. M Company Culture Overview. (n.d.) Retrieved April 9, 2010, from http://corporate.disney.go.com/careers/culture.html Marta. S (2001, June 2006) New Dallas Airport Executive Plans to Apply Disney Values. Dallas Morning News. Retrieved from http://140.234.1.9:8080/EPSessionID=15e34f9ae17560d21ad079723e928ae/EPHost=find.galegroup.com/EPPath/ovrc/retrieve.do?contentSet=IAC-Documents&resultListType=RESULT_LIST&qrySerId=Locale(en%2C%2C)%3AFQE%3D(ke%2CNone%2C15)Disney%27s+values%3AAnd%3ALQE%3D(AC%2CNone%2C8)fulltext%24&sgHitCountType=None&inPS=true&sort=DateDescend&searchType=AdvancedSearchForm&tabID=T004&prodId=OVRC&searchId=R1¤tPosition=1&userGroupName=apollo&docId=CJ121006514&docType=IAC Disney. W (n.d.) Retrieved April 9, 2010, from http://www.disneydreamer.com/walt/quotes.htm