For This Assignment, You Will Complete A Case Study Analysis ✓ Solved

For this assignment, you will complete a case study analysis

For this assignment, you will complete a case study analysis. The analysis should be one single-spaced page in length and demonstrate your ability to concisely and precisely analyze the case. Purpose: The purpose of this assignment is to read a case study and identify the most significant business problem the company faced while assessing the various types of organizational communications used to manage the problem.

Your task is to read the case study, and after careful analysis, formulate a succinct response that is no longer than one single-spaced typed page with one-inch margins. Your response must include a clear identification of the most significant business problem facing Disney, prompting the public statement. Remember this is your educated opinion which must be supported with evidence. You may find the evidence needed in the case study, but you may also use credible external sources.

In addition, your response must assess the various types of organizational communication Disney used to manage the problem. Examine the different audiences/constituencies and determine how the message differed or would have differed. It is important that your paper has the three sections—introduction with a thesis, body with support for the thesis, and a conclusion.

Paper For Above Instructions

Introduction

The closure of the Disney’s America theme park project in 1994 serves as a pivotal case study in organizational communication and crisis management. Disney's decision to abandon the project, amid growing public dissatisfaction and political pressure, highlights significant challenges faced by the company. The primary business problem encountered revolves around stakeholder communication and the brand’s public perception. This analysis critically evaluates the missteps made by Disney, particularly in communication strategy, and the implications these had on the company's reputation and operational decisions.

Identifying the Business Problem

The most significant business problem for Disney during the Disney's America controversy was the entrenched opposition from various stakeholders, including communities, historians, and local governments. The public's concern regarding the park’s proximity to the historically significant Manassas Battlefield enhanced the scrutiny surrounding Disney’s intentions and image (Eisner, 1998). Via flawed messaging and lack of effective engagement with detractors, Disney inadvertently cultivated an antagonistic narrative that ultimately hindered the project’s success.

According to Michael Eisner, then-CEO of Disney, miscommunications played a critical role in the park's failure. Eisner noted that the project's naming signaled an inappropriate claim of ownership over U.S. history, alienating communities who felt that their heritage was being commercialized (Eisner, 1998). Thus, the business problem extended beyond mere operational setbacks; it touched on the very heart of Disney's brand, which is rooted in storytelling and familial values.

Organizational Communication Analysis

To manage the escalating crisis, Disney employed various types of organizational communication. However, many of these approaches lacked effectiveness due to their tone and execution. The public statement issued by Peter Rummell, which attempted to express sensitivity to local concerns while reaffirming the park's vision, came off as disingenuous to critics (Baker & Hsu, 1994). This communication misstep further alienated a public already distrustful of the corporate giant.

Different audiences reacted to Disney’s communications in varied ways. Local politicians expressed a mix of disappointment and betrayal when Disney pulled out of the project (Klein & Edds, 1994). The statement from Governor George Allen’s office indicated a commitment to Disney but also highlighted concerns about economic opportunities lost due to the abrupt cancellation. In contrast, opponents, such as noted historian James McPherson, viewed the withdrawal as a victory, interpreting it as an acknowledgment of the public's rightful claim to historical preservation (Shear & Hamilton, 1994).

The communication strategy did not effectively differentiate the varying perspectives of stakeholders. It lacked tailored messaging that could have engaged local communities more constructively while simultaneously addressing the concerns of critics. By failing to cultivate positive relationships with influential figures, Disney undermined its credibility. This mismanagement of stakeholder perceptions shows the importance of adept communication strategies in anticipating and addressing stakeholder concerns in a nuanced manner.

Conclusion

The abandonment of Disney's America theme park illustrates a complex interplay of communication failures and the repercussions on organizational reputation. The travel from an ambitious project celebrating American heritage to a public scandal demonstrates crucial lessons about stakeholder engagement and reputational management. Disney's experience underscores how corporate communication should prioritize clarity, transparency, and sensitivity to stakeholder concerns in order to mitigate backlash and cultivate trust. By understanding the context of each audience's values and expectations, organizations can foster better relationships, avoid misunderstandings, and ultimately achieve their strategic objectives.

References

• Baker, P. S., & Hsu, S. S. (1994). Mickey’s Tactical Retreat; Worried about Its Image, Disney Co. Stunned State Officials by Giving Up Its Park Site. Norfolk Ledger-Star.
• Eisner, M. (1998). Work in Progress. New York: Random House.
• Klein, A., & Edds, M. (1994). Disney Lost Will To Fight; Bad Press, Internal Woes Cited. Roanoke Times and World News.
• Shear, M. D., & Hamilton, M. (1994). Disney Packs Up Muskets at Civil War Battlefield. International Herald Tribune.
• Masters, K. (2001). The Keys to the Kingdom: How Michael Eisner Lost His Grip. New York: William Morrow.
• Kotz, N., & Abramson, R. (1997). The Battle to Stop Disney’s America. COSMOS.
• McPherson, J. (1994). Intervention on Disney’s America Theme Park. Public History Review.
• Scanlon, P. (1998). Interview on Organizational Management at Disney. Disney Archives.
• Powell, E. (1997). Strategic Communication in Organizations. Business Communication Quarterly.
• Abrams, R., & Kotz, N. (1998). Public Perception and Corporate Responsibility: The Case of Disney. Journal of Marketing Ethics.