Running head: IMPETUS FOR CHANGE 1 IMPETUS FOR CHANGE 4 Communication and Change Concept at Disney Land Company Jared Linscombe MGT/426 November 29, 2017 Martin Pay Communication and Change Concept at Disney Land Company Many companies are now putting more weight on teaching the element of change in their organizational structure. Organizational change yields numerous benefits to organizations, for instance, the companies can be responsive to the dynamism that is exhibited in their working environments. However, despite the benefits that are reaped by embracing organizational change, research shows that most organizations are unable to incorporate this concept successfully. Many of the changes introduced in firms fail to perform their intended purposes (Gilley, 2009). The study also indicates that slightly more than half of these failure incidences are attributed to poorly managed communication mechanisms (Aiken et al. 2010). Effective communication gives all the stakeholders the required persuasions in need of implementing any change. Therefore, communication has been fronted as a vital tool that can be used in implementing organizational change. The Walt Disney Company is a globe-leading institution that is specialized in the provision of entertainment and information services. The company operates on a vast empire of providing entertainment services in all over the world. It has several distinct business segments in areas of theme parks, film studios, television networks among others. Given the diverse needs of the audience in different parts of the world, the company has been in the forefront of ensuring that the necessary changes are integrated whenever the need arises (Pelermo, 2014). Having an extensive insight into the company's organization structure, leadership, communication framework, and operations the paper will detail on the concept of change as manifested in the business. Type of Change Firstly, with the view of enhancing the effectiveness of the company’s management and operations, The Walt Disney Company introduced some changes in its organizational framework. The significant change experienced was an increase in the market coverage or the internationalization of the company’s entertainment services. The company faced an array of challenges in introducing this change in its operations and the scope of work. Initially, the firm only specialized in servicing its Films which are dominated by the American culture within the United States local markets. But the later, the administrative change which was dubbed ‘Disneyfication’ come to play. It was aimed at ensuring that the company was able to reach the international market. However, to oversee the success of this move, the company developed a modest system of ensuring that every stakeh ...

1. Running head: IMPETUS FOR CHANGE
1
IMPETUS FOR CHANGE
4
Communication and Change Concept at Disney Land Company
Jared Linscombe
MGT/426
November 29, 2017
Martin Pay
Communication and Change Concept at Disney Land Company
Many companies are now putting more weight on teaching the
element of change in their organizational structure.
Organizational change yields numerous benefits to
organizations, for instance, the companies can be responsive to
the dynamism that is exhibited in their working environments.
However, despite the benefits that are reaped by embracing
organizational change, research shows that most organizations
are unable to incorporate this concept successfully. Many of the
changes introduced in firms fail to perform their intended
purposes (Gilley, 2009). The study also indicates that slightly
more than half of these failure incidences are attributed to
poorly managed communication mechanisms (Aiken et al.
2010). Effective communication gives all the stakeholders the
required persuasions in need of implementing any change.
Therefore, communication has been fronted as a vital tool that
can be used in implementing organizational change. The Walt
Disney Company is a globe-leading institution that is
specialized in the provision of entertainment and information
services. The company operates on a vast empire of providing
entertainment services in all over the world. It has several
distinct business segments in areas of theme parks, film studios,
television networks among others. Given the diverse needs of

2. the audience in different parts of the world, the company has
been in the forefront of ensuring that the necessary changes are
integrated whenever the need arises (Pelermo, 2014). Having an
extensive insight into the company's organization structure,
leadership, communication framework, and operations the paper
will detail on the concept of change as manifested in the
business.
Type of Change
Firstly, with the view of enhancing the effectiveness of the
company’s management and operations, The Walt Disney
Company introduced some changes in its organizational
framework. The significant change experienced was an increase
in the market coverage or the internationalization of the
company’s entertainment services. The company faced an array
of challenges in introducing this change in its operations and
the scope of work. Initially, the firm only specialized in
servicing its Films which are dominated by the American
culture within the United States local markets. But the later, the
administrative change which was dubbed ‘Disneyfication’ come
to play. It was aimed at ensuring that the company was able to
reach the international market. However, to oversee the success
of this move, the company developed a modest system of
ensuring that every stakeholder got a stake in implementing
‘Disneyfication.' The success of any change can be visible
when the workforce of a company embraces that choice or
change (Pelermo, 2014).
How the Change was Communicated
Since the organization's workforce plays a vital role in
implementing any change introduced in the firm, an appropriate
communication system should be used to start the switch itself
and also how the change will be applied. Disney Company also
has a modest mode of communicating with its employees and
other stakeholders concerning the proposed changes. The
company used the concept of organizational culture

3. communication principle structure and written communication.
The corporate culture entails the common belief held by
individuals with stakes in those respective organizations. In the
model, the company ensures that all its employees are
conversant with the purpose and the goal of the Firm. The
company explains their values, for instance; optimism,
innovations, quality among others, to formulate a unified vision
in the workforce. Also, in the recruitment of new employees in
the organization, centralized teams of individuals with the
knowledge of the companies' needs and also the changes inform
the new entrants of the company's changes. These groups use
the face-to-face communication medium to pass their
information on the vision and the mission of the company
(Pelermo, 2014). Secondly, written communication is mostly
applied to the current existing employees of the company.
Although, face-to-face and written are communications
approaches are used in communicating changes, Gilley (2015),
argues that enhancing an organizational culture has lasting
effects on the employees or the stakeholders.
Leaders Involved in the Communication
Several leaders were involved in communicating the change to
the company's stakeholders. Since the discussion was made
from improving the organization's operations, the message
emanated from the top leadership of the management to the
juniors who were to implement the change. The then CEO
namely Steve Jobs and the entire Board of Directors were
involved in the communication process (Pelermo, 2014).
However, the regional heads of various business units were
involved in ensuring that employees in those groups also
received the information as the communication was meant to be
all-inclusive. Most of the views of the employees and the
general stakeholders considered before implementing the
change. Also, the concept of listening and speaking is evidenced
by the trainees and trainers when new employees are being

4. inducted into the workforce.
Change Model
Disney Company conceptualized the concept of change based on
the globalization model. Models guide the managers on how
they will implement a change. The model entails the goals and
desires of a multinational entity in reaching out the entire
diverse market. Globalization is also concerned with the growth
aspect of the company and the global capital reign as well.
Disney Company changed from serving only the American
market to serving the global international entertainment market
needs (Gilley, 2009). The company established some of its
branches at Tokyo, Paris, and Hong Kong. As the globalization
change continues to thrive in the company structure, the firm is
currently working on Hawaii and Shanghai branches. When
organizations are formulating this model, they face various
challenges due to the difference in cultures among different
nations (Gilley, 2009). For instance, in the filming industry,
Disney Company encountered multiple problems in
implementing the change as some countries prohibit viewing of
some movies. The banned films supposedly undermine the
culture and the norm of those countries.
In conclusion, change element in an organization is essential. It
affects the overall behavior of the key players in the team. The
success or failure of such change is mainly determined by how
the change is communicated to the concerned individuals.
Therefore, the company's willing to apply the change in their
structural framework should select the appropriate means of
communicating such changes. Face-to-face and other modes of
communication are essential tools. But to ensure that there is a
lasting effect of the change in the mindset of the involved
parties, sustainable means of communication should be used.
Disney Company has a modest means of communicating and
sustaining the change as well. Enforcing organizational culture
in the communication framework complements the other
methods of communications such as face-to-face and the writing

5. communications.
References
Gilley, J. W. (2009). Organizational Change: Motivation,
Communication, and Leadership Effectiveness. Performance
Improvement Quarterly, 21, 75-87. doi: 10.1002/piq
Keller, S., & Aiken, C. (2000). The inconvenient truth about
change management. McKinsey Quarterly. Retrieved November
26, 2017, from
http://www.mckinsey.com/app_media/reports/financial_services
/the_inconvenient_truth_about_change_management.pdf
Pelermo, L. (2014, July 16). The Disneyfication of the World: A
Grobalisation Perspective. Journal of Organisational
Transformation & Social Change, 91-107.
Purpose of Assignment
Students will learn to assess how an organization's culture and
strategy may impact the ability to consume and implement
change, comprehend the different types of organizational
structures, and how this may impact change initiatives. Students
will understand how there are several influencing factors in how
change is consumed by organizations.
Assignment Steps
Use the organization you chose in Week 1.
Research the company's culture.
Provide a 700-word summary regarding your organization:
· Summarize your review and research.
· Display the characteristics displayed by your company's
abilities as a learning organization.
· Explain how your company's culture and learning
organizational abilities may support or detract from a change
initiative.
Include at least three peer reviewed references.
Format your assignment consistent with APA guidelines.

6. Purpose of Assignment
Students will learn to assess how an organization's culture and
strategy may impact the ability to
consume and implement change, comprehend the different types
of organizational structures, and
how this may impact change initiatives. Students will understa
nd how there are several influencing
factors in how change is consumed by organizations.
Assignment Steps
Use
the organization you chose in Week 1.
Research
the company's culture.
Provide
a 700
-
word summary regarding your organization:
·
Summarize your review and research.
·

7. Display the characteristics displayed by your company's
abilities as a learning
organization.
·
Explain how your company's culture and learning organizational
abilities may support or
detract from a change initiative.
Include
at least three peer reviewed references.
Format
your assignment consistent with APA guidelines.
Purpose of Assignment
Students will learn to assess how an organization's culture and
strategy may impact the ability to
consume and implement change, comprehend the different types
of organizational structures, and
how this may impact change initiatives. Students will
understand how there are several influencing
factors in how change is consumed by organizations.
Assignment Steps
Use the organization you chose in Week 1.
Research the company's culture.
Provide a 700-word summary regarding your organization:

8. abilities as a learning
organization.
organizational abilities may support or
detract from a change initiative.
Include at least three peer reviewed references.
Format your assignment consistent with APA guidelines.