The movie industry is one of the industries with the highest demands on innovation and creativity. Hence, creativity and innovation are vital for long term business success. Innovate or die, as Gary Hamel (2000) says. The case study ‘How Disney Keeps Ideas Coming’ describes how Disney - one of the most successful American movie companies – achieves a high amount of creativity and innovation. The following case report discusses Disney’s approaches for achieving creativity and innovation.
During the following case study report, I will first start with definitions of innovation and creativity. After that, I will compare Disney’s approaches with the identified approaches in the literature concerning creativity and innovation in organisations. At the end of the report, I will give a conclusion and summarise the main findings. I will not include a separate chapter about how I would encourage creativity in my organisation. This would depend mainly on the employees, the industry, the organisation, the company size and the business model of my organisation. Nevertheless, I will analyse and assess suitable methods for encouraging creativity and innovation in the text.
Table of Contents
1. Introduction to the case
2. Literature review in the disciplines of innovation and creativity
3. Analysis of Disney’s way of managing innovation and creativity
4. Conclusion
Objectives & Core Topics
This report explores the mechanisms behind innovation and creativity within the movie industry, specifically focusing on how Disney sustains its creative edge. It investigates the balance between management-imposed structure and individual autonomy, while evaluating the effectiveness of internal communication and organizational hierarchies in fostering continuous idea generation.
- Management systems and leadership styles
- Organizational structure and hierarchy
- The impact of communication on creative culture
- Strategic approaches to innovation
- Potential improvements through knowledge management systems
Excerpt from the book
3. Analysis of Disney’s way of managing innovation and creativity
After a basic literature research and the analysis of the Disney case study, I identified the following two areas which support creativity and innovations at Disney:
• Management system & leadership,
• organisation and hierarchy.
Starting with management system and leadership, one the one hand it can be said that Disney’s management team empowers employees and gives them autonomy in selected functions. But on the other hand it must be stated that Disney also works with strict deadlines and boundaries resulting in pressure. Amabile, Hadley & Kramer (2002) from Harvard Business School think that pressure and tight deadlines are not suitable for fostering great ideas. They argue by using the example of Darwin’s success which was based on careful preparation, detailed research and various voyages to the Galápagos islands. Nevertheless, deadlines and budgets are necessary to set a general framework. (Drucker, 1985) A very creative movie would not make sense for Disney if it would be unprofitable. In addition to that, Brown & Duguid (2001) illustrate how important timing is for innovations (they use the example why Microsoft Internet Explorer is more successful than Netscape Browser). Therefore it is somehow necessary to work with schedules and deadlines.
Chapter Summaries
1. Introduction to the case: This chapter highlights the vital importance of innovation in the movie industry and outlines the report's intent to analyze Disney's creative methodologies.
2. Literature review in the disciplines of innovation and creativity: This section establishes historical and theoretical definitions of innovation and creativity, grounding the study in existing academic discourse.
3. Analysis of Disney’s way of managing innovation and creativity: This chapter evaluates Disney's specific organizational and leadership practices against established management theories, noting both successes and areas for potential optimization.
4. Conclusion: This chapter summarizes key findings, emphasizing that Disney's infrastructure and communication culture are foundational, while suggesting further research into knowledge management and global idea sourcing.
Keywords
Innovation, Creativity, Disney, Leadership, Management Systems, Organizational Structure, Communication, Knowledge Management, Corporate Culture, Idea Generation, Strategic Management, Movie Industry, Metanationality, Systematic Creativity, Project-based Organization
Frequently Asked Questions
What is the primary focus of this report?
The report examines how the Walt Disney Company maintains a high level of innovation and creativity within the competitive movie industry.
What are the central themes of the work?
The core themes include management leadership, organizational hierarchy, the role of corporate culture, and the necessity of balancing creative freedom with business constraints.
What is the main objective of the analysis?
The goal is to analyze Disney’s existing approaches to managing innovation and compare them with academic literature to identify effective practices and potential areas for improvement.
Which scientific approach is utilized?
The author uses a qualitative approach, combining case study analysis of Disney with a review of secondary academic literature regarding innovation management.
What topics are discussed in the main body of the text?
The main body covers management and leadership styles, organizational structure, the importance of communication, and strategic considerations regarding innovation, including suggestions for better knowledge management.
Which keywords characterize this paper?
The paper is best characterized by terms such as Innovation, Creativity, Organizational Structure, Leadership, and Knowledge Management.
How does the author view the balance between creativity and deadlines?
The author concludes that while tight deadlines can potentially stifle creativity, they are a necessary business framework to ensure that creative outputs remain profitable and strategically viable.
What recommendation does the author make regarding knowledge management?
The author suggests that Disney could significantly enhance its creative potential by implementing a systematic, intranet-based knowledge or idea bank accessible to all employees, supported by an incentive system.
- Quote paper
- Andreas Weth (Author), 2005, Managing innovations and creativity – How Disney keeps ideas coming, Munich, GRIN Verlag, https://www.grin.com/document/41884
