Please identify three main people in the case and a sentence about their role in Disney.
1. Walter E. Disney founded Disney Brothers Studio with his brother Roy. Walt headed the creative
side of the business while Roy handled the finances.
2. Michael Eisner joined Disney as a chairman and a CEO when the company was struggling in 1984
and turned the company around for success while keeping Disney’s core values.
3. Jeffrey Katzenberg, a former Paramount executive, recruited as the president of Disney’s motion
pictures and television division contributed to the division’s growth by producing high quality
low budget films.
Please complete two to three sentences for each of the following three questions:
1. What accounts for the many years of success for Disney? (at least 3 reasons)
1. Sticking to Wal Disney’s philosophy for Disney as a “universal timeless family entertainment”
company that caters to both children and adults alike.
2. Fostering company values and creativity by holding regular meeting of all divisions of the
company which contributed to many new ideas and creating synergy.
3. Using diversification strategy, the company expanded into many different sectors of industry
that enabled them to cross-promote the company and increase revenue sources.
2. What did Michael Eisner do to rejuvenate Disney? (at least 3 things)
1. Michael Eisner first set a goal to grow the brand while keeping company’s core values. To instill
these values, all employees are required to go through a training at Disney’s corporate
university.
2. Eisner created an environment to foster both creativity and financial stability of the company.
He pushed for broad and innovative ideas and was not hesitant in providing necessary resources
to facilitate creative efforts, while asking the businesses to bring clear financial results.
3. Eisner made many strategic moves such as acquiring several broadcasting companies such as
ABC and ESPN, expanding theme park operations, and pioneering into “retail–as–entertainment”