Reference no: EM133338956

Assignment:

Please read Case Study on pages 472-473. Go to the Internet to learn more about Chairman Robert A. Iger, and the Walt Disney Company.

Case Study:

Black Panther, a movie with a Marvel character brought to life through Disney Studios, is "groundbreaking for many reasons, including the rich diversity of voices behind its success," said Robert A. Iger, executive chairman and chairman of Disney's board of directors.141 It is not surprising then that on Wednesday, April 10, 2019, CEO Iger received the Simon Wiesenthal Center's Humanitarian Award, the global human rights organization's highest honor. The prominent honor was awarded for his longstanding support for his continuing pledge to cultural diversity that has helped guide him as a leader in the entertainment industry.

"Diversity has always been one of our nation's greatest strengths, and that includes diversity of thought. We have to redouble our efforts to promote tolerance and, more importantly, we have to do a better job at practicing it. We need to lead by example, so the generations that follow can see the power of tolerance in action and understand that it's our saving grace and the hope of humanity."

Paul Richardson, Chief Diversity Officer, explained why Disney has achieved a perfect score on Corporate Equality for the past 12 years from the Human Rights Foundation.143 Disney is proud they have set the standard for diversity leadership. "We have a deep commitment to foster a rich diversity of voices, perspectives and experiences-both on screen and among our workforce."

How did they implement their commitment to diversity? Richardson stated, "At Disney, we strive to include and attract individuals who reflect the diverse world in which we live. We also seek to ensure that our workplace is inclusive and provides the opportunity for all of our people to contribute and develop to their full potential. Having employees with a broad range of backgrounds, experiences and perspectives gives us an advantage in understanding and meeting the needs of our consumers, and this commitment serves to keep our focus on attracting, developing and retaining a diverse workforce at every level. ... Diversity at Disney includes valuing diversity of thought and perspective and connecting to the unique talents, gifts, backgrounds and experiences that each individual brings.

To thrive, we must fully reflect and include individuals who reflect the people and places where we do business around the globe. Diversity is a pillar of our growth strategy. Our content, products, attractions and other entertainment offerings include a multitude of ideas and experiences that strive to meet the needs of the diverse global consumers, guests, fans and viewers we serve every day. Disney is committed to appealing to a broad array of audiences and reflecting the diversity of our consumers."

On July 1, 2019, Disney announced two new programs to attract and develop talent from underrepresented backgrounds. The first program, the Executive Incubator Program, creates a pipeline of next generation network administrators. Members are exposed to all sides of network business, including development, current, casting, and marketing, with the goal of job placement within the company at the end of the two-year rotational program. Karey Burke, president, ABC Entertainment noted that "Our jobs allow us the privilege to nurture great storytellers and it's imperative that these stories come from different places, with authentic points of view and varied perspectives. It's incumbent on us to help find and nurture the next generation of executives who will create new opportunities for storytellers."

The second program is an internship in Walt Disney's Television Studios. Participants will experience studio production, postproduction, writing, and casting to cultivate their abilities and obtain real work expertise. "Our Studios program creates opportunity for underrepresented talent to access an incredible range of career opportunities at Disney Television Studios," said Craig Hunegs, president, Disney Television Studios. "This new initiative is a win-win-win-it helps us discover talent in underrepresented areas, gives candidates real experience as they grow their careers and ultimately leads to more diverse stories being told."

Disney's mission "to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world's premier entertainment company" will endure. This includes their commitment to diversity on and off the screen whether through a 16-year-old cartoon heroine of Spanish descent named Elena of Avalor or through Christine M. McCarthy, senior vice president and chief financial officer of the Walt Disney Company.

Questions:

1. There are several reasons why diversity at Disney is critical to their success. State those reasons and support your comments from the textbook.
2. How does Disney try to redress prejudice and discrimination?
3. What areas of employment discrimination does Disney seem to be targeting with their diversity programs?
4. Which laws affecting employment opportunities must Disney need to address in their Executive Incubator and Studio Internship Programs?
5. Disney is an international firm. Which issues of global and cultural diversity do they need to address?
6. How should Disney manage their global diversity?

Cumulative Questions:

1. Apply Maslow's theory of motivation. Describe which motivational "need" Disney most addressed through their diversity programs.
2. How would you describe Disney's culture?