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1、Disney’sCoreCompetencyWaltDisneyoncenoted:“Ionlyhopethatwedon’tlosesightofonething–thatitwasallstartedbyamouse”.(DisneyDreamer,1998).WaltDisney’soriginalcorecompetencewascartoonsandanimatedmovies.BycombiningImagineeringwithengineeringDisney’scompanyreachedunparalleledsuccesswiththe
2、creationofthefirstfulllengthanimatedmovie.Thissuccessledtonewideasandoneofthemwastoopenapark,adifferentkindofpark.InDisneylandWaltusednewtechnologytobringhischaracterstolife.Hecalledthem“Animatronics”.(MagicalKingdoms,July2008)TogetherwithuniquestorytellingandhighqualityofserviceWa
3、ltDisneycreatedamagicalenvironmentforhisguestswhichnoneofthecompetitorscouldquiteduplicate.ItbecameWaltDisney’scorecompetency.Disneyoncesaid:“AnythingthathastheDisneynametoitissomethingwefeelresponsiblefor.”(DisneyDreamer,1998)ThiscompetencyisdrivenbysuperiorDisneyproductsandmostof
4、allbycastmembersandtheirrenownedguestservice.It’salwaysbeenachallengetokeepupwithhighexpectationsoftheguests.TocontinuetoimproveitsbusinessDisneyhassetupnewcastmemberstandardsintheformoftheBasics(Meetingthenewstandards,December2007).Thenewstandardsexpectcastmemberstocreateandreinfo
5、rce“magical”experiencefortheguestsbybeingapproachable,engaging,andwillingtogoaboveandbeyond.Asthecompanydeveloped,manynewlinesofbusinesseshavebeenaddedsuchasretail,media,andsports.Thedangerhasbeentooverextendandlosetrackofwhatthecompanydoesbest.Inordertostaycompetitivethecompanyhad
6、torealignandshiftedattentionfromretailtothosewhicharethecornerstoneofthecompany–intellectualproperty.ToreinforceitsanimationbusinessDisneypurchasedPixarin2006.Intheacquisitionstatementitread:“AnimationisthefoundationuponwhichtheCompanywasbuiltandforyearswasacorecompetency.However,i
7、nrecentyearsDisneyplacedlessemphasisonanimationand,assuch;theCompanywasnotattheforefrontofthedigitalrevolutionanddidnotproducemanyanimationmoviehits.WithPixar,Disneyisnowfurtheronthetechnologycurveandcanexploitsomesynergiesinmarketing,production,anddistribution.”(WaltDisneyCompanyr
8、elease,January2006).In2009
