THE HONG KONG POLYTECHNIC UNIVERSITY

MM2021: Management & Organization

Video Show: The Walt Disney Co.
Case Scenario
The Walt Disney Co. is made up of three main divisions: filmed entertainment, consumer products,
and theme parks and resorts. Currently, the company's theme parks in California, Florida, Tokyo,
and Paris account for 56 percent of Disney's revenues and 64 percent of its operating profits. Since
these theme parks are the part of the Disney operation most of us know best -- and where Disney
culture is strongest-let's take a look at how management creates and sustains that "Disney look.
Both the young man and woman are clean cut, slim, and healthy-looking. Cost members-whether
they are food servers, parade marchers, souvenir seller, bus drivers, or room cleaners-ore selected
to reinforce the wholesome Disney image. During Traditions, Disney's initial training session, new
hires receive a 36-page appearance guide detailing everything from length and style of hair to
proper quantities of cosmetics. Equally important as appearance is the Disney "personality".
Interviewers choose candidates who are enthusiastic, have pride in their work, are able to take
charge of a situation, and are team players.
Suppose you wanted a summer job at Disneyland. You'd increase your chance of getting that job if
you knew someone already working in the organization. Disney has found that personal links
reduce social variability in the hiring pool. All final hirees get at least two personal interviews with
park representatives. Emphasis is placed on identifying people who conform to Disney's highly
specific standards of appearance --- complexion, height and weight, straightness and colour of
teeth, and the like. It's not by chance that Disneyland employees are single, in their early twenties,
of healthy appearance, without facial blemishes, of above-average height and below-average
weight, with conservative grooming standards. The lengthy hiring process reduces the likelihood
that "misfits" will be selected.
Once hired, new employees undergo entry socialization that is formal, collective, and serial.
Incoming identities are not so much dismantled as they, are set aside as employees are schooled in
their new identities. They receive 8 hours of orientation, followed by 40 hours or so of
apprenticeship training on park grounds.
One of the essential parts of the Disney orientation is learning the language. There are no
employees, only "cast members." People don't have jobs they're cast in roles. In fact, the company
has a whole language of its own. Customers are "guests," rides are called "attractions," law
enforcement personnel are "security hosts," uniforms are "costumes," accidents are "incidents,"
people, aren't working but are "onstage"-the list goes on and on.
Of course, new hires also learn the company's history, Walt Disney's philosophy, and the standards
of guest service. Values such as "everyone is a child at heart when at Disneyland" are emphasized.
To further ensure consistency of behavior, the company encourages employees to spend their offwork hours together. Disneyland's softball and volleyball leagues, its official picnics, employee
nights at the park, and beach parties provide a busy social scene for those interested and, at the
same time, limit exposure to non-Disney values.
Once trained, Disneyland employees come to believe they are really "on stage" while working. The
ease with which they glide into their user-friendly roles and the everyday acting skill they display in
bringing off these roles -- whether as a ride operator at Space Mountain, a candy merchant on
"Main Street," or Donald Duck himself -- are, in large measure, feats of social engineering.
Hong Kong Disneyland
1

Hong Kong Disneyland is the first theme park inside the Hong Kong Disneyland Resort. It is the
second amusement park in Hong Kong, only after Ocean Park. The Disneyland park is owned and
managed by the Hong Kong International Theme Parks, an incorporated company jointly owned by
The Walt Disney Company and the Government of Hong Kong.
Hong Kong Disneyland, the fifth Disneyland in the world, is located on reclaimed land in Penny's
Bay, Lantau Island. After years of negotiations and construction, the park finally opened to visitors
on September 12, 2005. A total of 5.6 million visitors are expected in the first year of operation.
The park consists of four themed lands similar to those found in the other Disneyland parks around
the world. They are Main Street, U.S.A., Adventureland, Fantasyland and Tomorrowland.
Adventureland in Hong Kong Disneyland is the biggest one among all the Disneyland parks.
Although the park is the smallest Disneyland in the world, three new attractions have already
opened on 13 July 2006, they are Autopia, Stitch Encounter, and UFO Cool Zone. Two new
attractions are scheduled to be opened in summer 2007. In addition, the classic Disney attraction,
it's a small world, will open in early 2008. The park will continue to expand by adding more new
attractions in the future. After completing the expansion in the Disneyland park, the park will be
able to handle 10 million visitors annually.
The theme park uses both English and Chinese (mainly in Traditional for text, both in Traditional
and Simplified for Guide Maps, Cantonese and Mandarin in verbal) in its communication.
Questions
1. Does Walt Disney Company (WDC) appear to have a strong organizational culture? How would
you characterize the culture of WDC? (Robbins et al.:2002,p.58-61)
2. Discuss the ways that organizational cultures of WDC are created and transmitted. (ibid, p.6163)

Essential Readings/Reference:
Stephen P. Robbins, Organizational Behavior. 7th ed. Prentice Hall:USA. 1996 p.699-700.