Disney Case (9-701-035)

1.  Authors:  Michael G. Rukstad, David Collis
2. History of Disney:
3. Mickey Mouse, a modified big eared version of Oswald
4. Walt Disney's Age of Influence:  1923-1966
5. Disney Brothers Studio had a flat organizational structure
6. 1927- Oswald the Lucky Rabbit was copyrighted by the distributor, effectively shutting Disney out of his first opportunity.  Disney modified his character into Mickey Mouse
7. 1928- Steamboat Willie 
8. Licensing agreements
9. Eisner Influence: 1984-1999
10. Group Questions:
1. Key corporate challenges?
1. continuous innovation (repackage)
2. PR and image related problems
1. family and kid appeal (too narrow focus)
2. cultural taboos
3. Lower barrier to entry (easier access) to animation and movie creating technology
1. flash animation
2. youtube
4. Access to latest trends
1. dynamic entertainment industry
2. sustaining cooperation among distinct sub-corporate cultures
1. implications for M&A
5. Quality of licensee's products (In China for example)
2. Relationship between strategy and structure
1. Disney's organization structure is a hybrid between M structure and matrix
1. strategy to diversify into various categories
1. media
2. vacation resorts
3. cross over projects (Matrix like organization)
3. Does Disney's Portfolio make sense?
1.  regional theme parks
2. diverse movie offerings
4. What recommendations would you give to Disney?  What structure should it take?
1. Indian market-  Disneyland Parks
1. Delhi 
2. Mumbai
3. Bangalore
2. Disney University for public consumption