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Analysis of the Walt Disney Company

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Analysis of the Walt Disney Company
Analysis of the Walt Disney Company
Tarleton State University – Central Texas
October 17, 2005

A Research Report
Submitted in Partial Fulfillment of the
Requirements for
MGMT 5073.301
Responsibilities and Ethics of Leadership Executive Summary
Analysis of the Walt Disney Company – Case Outline
Situation Analysis
Introduction: The Walt Disney Company is on the threshold of a new era. Michael Eisner has stepped down from his position as CEO and turned over the reigns to Robert Iger. A lot of turmoil has been brewing through the company over the last four years; many people are hoping that this change in leadership will put Disney back on the road to success. Issues began around mid-2002; when declining earnings, fleeing shareholders, and falling network ratings were met with a financial lawsuit against copyrights regarding Winnie-the-Pooh. Then in 2003, Roy Disney (nephew of the creator) resigned from the Walt Disney board. His cited concern was over Eisner’s management style, timidity in investing, unclear succession plan, and a “creative brain drain” of the company. Soon after, Stanley Gold, a longtime financial adviser to the board, followed Roy Disney out the door. Both shareholders were determined to show their muscle to get Eisner out of the CEO chair. While in the other corner were the strategic business partners, Pixar and Miramax, which were frustrated with the unfair treatment and dealings of Eisner. Eisner’s excessive filtering and approval process has affected the employees ability to shine in the realm of creativity. After several years of fighting, Michael Eisner agreed to step down in January of 2005. Eisner left in his wake business partners who were fed up with trying to deal with Eisner’s demands; board members and employees who lost their faith in the ability to have a vision of the future; and customers who were lacking in their support of the Disney brand.
Vision / Mission / Purpose: The Walt Disney Company has maintained a vision of being the


References: Economist. (2005, July 15). Restoring magic. Economist, Vol. 376 Issue 8435, p59-59, 1/2p. Fry, L.W. (2003). Toward a theory of spiritual leadership. The Leadership Quarterly. 14, 694-727. Gentile, Gary. (2005, Sept 28). Robert Iger takes reins at Disney. (Online), 2005, Oct 1. Business Week Online. www.businessweek.com Grover, Ronald Grover, Ronald. (2004, Feb 09). 2004’s Other election battle: at Disney. (Online), 2005, Sept 26. Business Week Online. www.businessweek.com Grover, Ronald Grover, Ronald. (2005, Jan 19). Disney: top bet for no. 1? No. 2. (Online), 2005, Sept 26. Business Week Online. www.businessweek.com Grover, Ronald Grover, Ronald. (2005, Oct 03). Calming the crowd after Eisner’s thrill ride. (Online), 2005, Oct 1. Business Week Online. www.businessweek.com Grover, Ronald & Lowry, Tom Gunther, Marc. (2005, Mar 4). Is Bob Iger ready for his close-up? (Online), 2005, Sept 26. Fortune. www.fortune.com O’Connell, Patricia Serwer, Andy & Hajim, Corey. (2005, July 25). What if Eisner had listened to Ovitz? Fortune. 152(2), 55-56. Shook, David. (2002, June 24). Is Disney “unduly beat up”? (Online), 2005, Sept 26. Business Week Online. www.businessweek.com
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