Walt Disney Industry Analysis

1. Introduction

2. Mass media industry

2.1 Mass media CSR Concerns

3. The Walt Disney Industry

3.1 The Walt Disney CSR Strategy 3.1.1 Environmental stewardship 3.1.2 Strengthen communities 3.1.3 Responsible Content 3.1.4 Responsible supply chain 3.2 Assessing Disney CSR strategies

4. Conclusion

5. Bibliography

1. Introduction

The development of the first commercial print in the early 18th century in London is often referred to as the starting point for mass media. Later growth and development in the area is considered to be the invention of photography in the 19th century later leading to even more attractive methods such as the creation of motion

Disney in the 1920’s as a cartoon studio which throughout the years has become a synonym of family entertainment. Today has grown to be a Multinational Corporation with five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. The company net worth as of 2015 accounts for well over US$ 48.813 billion and employees 180,000 people. The Walt Disney is an American Company that has affiliates all over the world: Latin America, North America, Europe, Middle East and Africa as well as in the Asia Pacific. Being a diversified multinational conglomerate it is interesting to see how they managed their approach regarding corporate social responsibility whilst proving their business services all over the

The industry is often referred to as opinion shaper or shaper of behavioral patters of the society that posses the power of creating awareness. Media awareness has been studied in the management literature and in the field of communications. The positioning of a story by the media and the volume and attention dedicated to a certain issue impacts greatly on the next strategic step the firm will peruse. For example: a study showed that firms are more likely to respond to increased media attention by improving their corporate social responsibility standing once pointed out by the media since they are facing additional pressure on their performance and they tend to react either by straightening their positive position attracting more praise of by attending measures to reduce their pointed out weaknesses (Zyglidopoulos, 2011).

Aside from focusing on the direct concerns of the media industry the report also summarizes the issues that are partially or indirectly notable to be pointed out, one is the issue of promoting causes where they focus on their power to raise awareness by supporting major issues and encourage