preview

Walt Disney Leadership

Decent Essays

Walt Disney Company: An Analysis of Relationship Marketing and Leadership
Annual birthday card mailings, discounts on time share property, coupons for apparel and accessories, and additional customer friendly perks are methods businesses utilize to develop and maintain relationships. Beck, Chapman and Palmatier (2015) define RM as the distinct camaraderie between consumers and corporations. Reciprocity is a communications theory (Nordenstreng & Christians, 2014) and principle of business (Sanders & Schyns, 2006) which replicates a mutually advantageous relationship. People are more responsive toward constructive gestures and acts of kindness through repayment of similar actions to demonstrate levels of appreciation. For example, Walt Disney Company epitomizes admirable customer service through creating a fantasy land at its theme parks. “A whole new world” is ideal where smiles cover the faces of all employees and the positive atmosphere captures its audience. Disney’s involvement with television networks encompasses Kushwaha and Shankar’s (2013) perspective on the value of customers and their level of involvement with the company.
Leadership is a practice of influencing leaders and followers to achieve organizational objectives through change according to research from Caldwell et al. (2010). A leader has specific responsibilities and obligations which ensures proper guidance from followers. Atkinson and Mackenzie (2015) share concepts of their perceptions of a leader.

Get Access