Walt Disney Company Organisational Behaviour Approach

Services marketing through the drama metaphor

The service sector now dominates the economies of developed and developing nations. The traditional view of service marketing has stressed that services are different from goods in ways that require different management activities. In particulars, services are intangible, inseparable, variable and perishable. To successfully address the marketing complexities posed by these characteristics, the service marketing mix must go beyond the usual 4 p’s to include 3 additional mix elements: people, physical evidence and the service process. In addition, the management of service quality through the monitoring of customer satisfaction is perhaps more critical to the success of service marketing that to the marketing of goods. Services differ on the relative role and importance of the physical product component. But the maintenance of loyal customers requires that even the most goods – oriented firm must understand and adopt service marketing skills.

Such is the fiercely competitive nature of virtually all markets today that most companies operate in markets characterized by oversupply. Under these conditions, if a service does not satisfy, the customer can move on to find another company whose service does. In recent years there has been a refocusing of marketing away from customer acquisition to that of customer retention. If the company is to benefit from retaining customers, customers will also seek to benefit from giving their loyalty to the company. Furthermore, in order to build retention the service provider must build relationships with those who consume the service. The practice of relationship marketing is designed to deliver retention through the development of a number of bonds between organization and customer.

The metaphor of a theatre is a useful framework for describing and analyzing service performances. Both the theatre and service organizations aim to create and maintain a desirable impression before an audience and recognize that the way to accomplish this is by carefully managing the actors and the physical setting of their behaviour. The service marketer must play many drama – related roles including director, choreographer and writer – to be sure the performances of the actors are pleasing to the audience. The Walt Disney company explicitly considers its service provision a "performance" even using show business term such as "cast member", "on stage", and "show" to describe the operations at Disneyland and Walt Disney world.

Organizational Behavior And Communication - Term Papers ...

Week 1

Organizational Behavior and Communication Paper

Today’s economy has been harmful and very unstable and many organizations have been through financial hardships. The key to an organization excelling in a down economy is separating itself from other organizations in the industry. One way to accomplish that goal is setting and maintaining standards with the organizations culture, values, and communication. In addition to culture, values, and communication of the organization, having a good approach to handing conflict helps the company stay profitable. Starbucks is growing at a massive pace and the management in the company is positive in sustaining the culture and growth in the organization. This paper discusses the culture of Starbucks, making note if the organization’s values line up with enacted or espoused values. The effects the organizations culture has on the way the organization communicates, and the role conflicts plays in group communication.

Starbucks mission statement states: “To inspire and nurture the human spirit-one person, one cup, and one neighborhood at a time.” (http://www.starbucks.com). Starbucks mission statement aligns with the Principles of the company. Starbucks Principles enforce a good judgment of diversity and ethics within the company and with the outside companies Starbucks does business with. The Principles also address his or her employees as partners. In recent years Starbucks has incorporated a new mission statement, this new mission statement is an environmental mission statement since a lot of stress has been put on being green. This mission statement informs society that Starbucks is striving to sell, use, and buy products that help with the environment. The ethical concerns of Starbucks deal with assisting organizations, individuals, and neighborhoods that associate with the company throughout his or her course of business. The ethical concerns and the new mission statement are good...

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The Unofficial Guide Walt Disney World 2011