Persuasion

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HROB/163

IBS Center for Management Research

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Organizational Culture at DreamWorks Animation
This case was written by Bhavika Reddy and Indu Perepu, IBS Hyderabad. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation.

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 2013, IBS Center for Management Research. All rights reserved. To order copies, call +91 9640901313 or write to IBS Center for Management Research (ICMR), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad 501 504, Andhra Pradesh, India or email: info@icmrindia.org

www.icmrindia.org

HROB/163

Organizational Culture at DreamWorks Animation

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“...We have transformed over the years from hand-drawn animation to computer-generated films to being a leader in 3D entertainment. Our strategy has remained the same: to produce great stories that are creatively driven and technologically state-of-the-art. In pursuit of this goal I’m proud to say that what defines DreamWorks Animation more than anything else is the dedication and the expertise of our people.”1

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– Jeffrey Katzenberg, CEO, DreamWorks Animation SKG Inc.
“DreamWorks Animation is an incredibly creative and collaborative operation because of the culture.”2

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– Evan Rosen, Communication Strategist.

BEST COMPANY TO WORK FOR

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DreamWorks Animation SKG Inc. (DreamWorks), California, the US-based animation film making company was ranked 12th in Fortune’s3 ‘100 Best Places to Work For’ in 2013.4 (Refer to Exhibit I for the list of top 11 companies in Fortune’s ‘100 Best Companies to work for’ list). DreamWorks was the only Entertainment Company to appear on the list. Dan Satterthwaite (Satterthwaite), head of human resources, DreamWorks, said “We are incredibly proud to be named to Fortune’s 100 Best Companies to Work for list, for the fifth consecutive year. We see this recognition as a validation of how and why DreamWorks Animation continues to attract talent from around the world, making us a top employer in Los Angeles, in California, and in the U.S.”5

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DreamWorks was founded by director and producer of Amblin entertainment6, Steven Spielberg (Spielberg)7; Jeffrey Katzenberg8 (Katzenberg), former executive at Walt Disney Animation 1
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“Our Culture,” www.dreamworksanimation.com.
Todd Henneman, “DreamWorks Animation Cultivates a Culture of Creativity,” www.workforce.com, August 3, 2012.
Fortune is a global business magazine published by Time Inc. it was started in 1930 by Henry Luce. It started publishing the list of “100 Best Companies to Work For” in 1998. Ashley Hufford, “DreamWorks Animation Named Best Studio to Work for in Hollywood,” www.businessinsider.com, January 17, 2013.

Richard Verrier, “DreamWorks Animation Ranked 12th Best Company to Work for in U.S,” www.articles.latimes.com, January 17, 2013.
Amblin entertainment is a movie and television production company established in 1981by Steven Spielberg. Universal Pictures was the primary distributor of Amblin entertainment films. Steven Spielberg is a Hollywood director. He began his career as a director of short films in 1961. Some of the movies directed by him are Amblin (1968), Who Framed Roger Rabbit (1988), Always (1989), Indiana Jones and the Last Crusade (1989), and Back to the Future Part II (1989), and Schindler’s List (1993).

Jeffrey Katzenberg worked as an assistant to Paramount chairman Barry Diller. He became the president of Production at Paramount in 1982. In 1984, he joined Walt Disney Studios. During his tenure, Disney made movies like The Little Mermaid, Beauty and the Beast, Aladdin, and The Lion King.

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Organizational Culture at DreamWorks Animation

Studios (Disney)9; and David Geffen (Geffen), a producer and a businessman; in 1994. Over the...
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