Disney Latin America (A)

  • Reference: IAE-IAE-C111-01835-EN-E

  • Number of pages: 2

  • Publication Date: Mar 1, 2006

  • Source: IAE (Argentina)

  • Type of Document: Case

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Description

In 1999, Michael Eisner, CEO of The Walt Disney Company, made radical changes to the strategy he had designed and implemented in the 1990’s. His main focus would shift from growing Disney into the largest entertainment company in the world towards boosting the company’s profitability. Eisner was convinced that achieving these goals would involve restructuring Disney’s international markets. Following this vision, he created the Walt Disney International (WDI) division in 1999 and appointed Bob Iger its President. Iger grouped Disney’s international businesses into three large regions and appointed an executive to each. Diego Lerner was appointed to steer Latin America. Three weeks after his appointment, Lerner presented Iger with an innovative proposal to restructure the company’s business in the region. This was an alternative based on the realities seen in Latin American markets, particular industry trends, and Eisner’s own goals. The proposal, however, involved going against the company’s global structural form. The case aims to generate discussion around the issues of organizational strategy and structure, emphasizing the managerial challenges posed by Latin America as a region in which to compete.

Keywords

Negociación