Walt Disney Cos. Disney's Internal Research Paper

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The objective of this tight control is to ensure that the illusion of the Magic Kingdom is maintained -- it is destructive to the customer experience for a young child to see a man in a Donald Duck suit smoking a cigarette or going to the bathroom.

Disney's other businesses are also subject to tight controls. The company relies on both specific job descriptions and on training as part of the control system. Such control requires strong centralization and a significant level of managerial input over all aspects of the business. Thus Disney's internal processes are designed by management and enforcement of best practices is strict. The result is a seamless experience where customers can suspend their disbelief and enter a magic world.

The Walt Disney Studios also takes a highly-controlled approach, even though its core businesses are creative.

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Disney focuses on market research to help guide its creative processes, so that the end product is carefully-controlled. This high level of control allows the company to have output that is consistent with its mission and with its overall market strategy. For Disney, internal operations need to be subject to control because the company views its output as a set of complementary products. The organizational structure reflects this as well -- while the business units are important, they are subordinated to a strong central head office. The company's success has depended on this formula for years, as it carefully cultivates all elements of output that are associated with its brands. As a consequence, Disney has become the world's largest media company and its theme park resorts have become iconic.

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