Integrative Learning Project - APA Format

1 Running head: INTEGRATIVE LEARNING PROJECT

Integrative Learning Project

BUSI 650 – D01

Anne Reyna

Liberty University

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Table of Contents

Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Organizational Setting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Mission. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Customers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Value. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Christianity Role. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Chapter Concepts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Innovation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Customization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Forecasting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Supply Chain Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

The Balanced Scorecard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Benchmarking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Brainstorming . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Strategy Map . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Appendix A . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Appendix B . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Appendix C . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

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Abstract

This academic research paper will primarily focus on The Walt Disney Company. The company’s

mission and corporate values will be explored in addition to their targeted customer base. This

information will be used in order to draw connections to relevant course concepts to be

discussed. The purpose of this study is to identify how The Walt Disney Company and eight

chapter concepts are applicable to one another. Eight specific course textbook concepts including

innovation, customization, forecasting, supply chain management, the balanced scorecard,

benchmarking, brainstorming, and the strategy map will be examined by an in-depth literature

review. In addition to the literature review, the benefits to The Walt Disney Company will be

examined and a plan for implementation will be discussed. The concepts will also be evaluated

in their respective biblical contexts as well.

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Integrative Learning Project

Organizational Setting

Mission

The Walt Disney Company is one of the largest entertainment and media conglomerates

in the world. The company has a constantly expanding portfolio built up with its diversified

content and its acquired subsidiaries. Their main products and services consist of children’s

educational books, graphic novels, broadcasting television channels, internet sites and platforms,

and various mediums of entertainment including movies, video games, and television shows.

Other services they offer include resorts, hotels, theme parks, musical development and

recordings, live-action plays, and online content streaming services. Currently The Walt Disney

Company has major operations in the United States, Europe, Latin America, and Asia. The

company’s priority headquarters is located in Burbank, California (Salandro, 2019).

The Walt Disney Company reaches out and tailors to many different audiences with

specialized products and content. Their market initially targeted young children by creating

animated films and television shows. However, over time the company was able to reach more

markets with specialized content by expanding their media operations to include ESPN sports

channels, Freeform entertainment for family-friendly shows, the Disney Channel to reach to a

wider population of young adults, and other networks such as the History Channel and Lifetime.

Ultimately, the company’s expansion in the television broadcasting department is what now

accounts for the majority of the company’s revenue. The Walt Disney Company’s stated mission

is to provide entertainment, inspiration, and information to people all over the globe (The Walt

Disney Company, 2019).

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Over the years, The Walt Disney Company has attributed their success and competitive

advantages to their organization’s collaborative culture, continuous innovation, and strength in

their brand name. The corporation differentiates itself from competitors by continually adapting

to consumer’s preferences and market demands. The company is also able to offer consumers a

completely immersive experience through its diverse profile of entertainment methods. The

organization constantly seeks ways to enhance the consumer experience through their films,

animation, music, attractions, and platforms. The Walt Disney Company is notable for its

creative processes when developing ideas and creating desirable content for consumers (Zaboski,

Dierberger, & Douglas, 2016).

Customers

The Walt Disney Company has a wide variety of customer bases. Through brand loyalty

and its diverse portfolio, the organization is able to maintain customer relationships longer than

most companies. The company has demographics from all ages and genders all across the globe.

Its entertainment model services customers looking to stream online content such as television

shows, sports broadcasting, news broadcasting, and movie productions. Their vacation model

seeks to serve young families, adult couples, and others alike by offering all-inclusive resorts,

large theme parks and attractions, and specific Disney cruise lines (The Walt Disney Company,

2019).

Value

Currently, the company’s value stems from their ability to think creatively, create brand

loyalty, and pursue innovation. One of the critical success factors I can help this company

achieve is being able to anticipate changing consumer preferences. In order for The Walt Disney

Company to sustain its strong foothold in various industries, the organization will need to adapt

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to changing consumer demands. This corporation has thrived on continuously putting out unique

content and experiences to keep their customers coming back. I can offer the company services

that will ensure effective market research on how to patronize new generations of consumers.

Christianity Role

The Walt-Disney Company self identifies as being a family-friendly organization.

However, the organization does not profess to be associated with any kind of religion, such as

Christianity. The company’s main association and message is that it seeks to portray family

values through positive messaging for people of all ages. The company does portray some

fictional characters as Christians, but the organization also displays characters with different

religions in their content and takes no further stances on religious beliefs (James, 2013).

Chapter Concepts

Innovation

Innovation can be described as the process of an organization producing and selling new

kinds of output in the marketplace (Meredith & Shafer, 2016). Innovation often arises from

companies trying to stay competitive in such saturated marketplaces. Innovation can only occur

when a company offers something new and unique in comparison to the products already for sale

on the market. Innovative changes do not necessarily have to be large scale productions, simply

the addition of a single physical or technological feature could the difference between an

innovative and non-innovative product. Studies have shown that new innovative products tend to

pique consumer interests at higher levels than standard already established products. The

modern-day consumer mindset has conditioned people to want to be a part of trends and

purchase or participate in the latest and greatest movements. As stated earlier, the marketplace

has become highly saturated with big-name competitors. For this reason, innovation is a

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necessity for organizations looking to grow or maintain their market share and company

revenues. Innovation is the single greatest factor that separates a company from its competition

and companies should continue to invest heavily in this department. Innovative techniques have

been also shown to encourage a collaborative work environment, encourage employee

participation, and create long lasting prosperity with sustaining competitive advantages over time

(Janjić & Rađenović, 2019).

One way to help implement and maintain innovative practices at The Walt Disney

Company is to adopt the technique of open innovation. This modern-day practice can be defined

as an innovative process that allows and encourages the free-flowing distribution of company

resources and information both internally and externally. The main factor of the open innovation

technique is the promotion of shared knowledge practices between all departments and levels of

the company. Some shared knowledge practices include more formal and informal meetings,

multiple ways of communicating at the workplace via online resources, and the building of more

interdepartmental relationships. These practices will increase collaboration among different

groups of employees and increase the employee’s confidence in discussing interdepartmental

ideas (Bogers, Chesbrough, & Moedas, 2018).

The Bible discusses innovation a relative sense throughout the New Testament. What

greater example of innovative practices is there than God’s acts throughout time. In John 3:16,

the Bible states “For God so loved the world that he gave his one and only Son, that whoever

believes in Him shall not perish but have eternal life” (NIV). God demonstrated His love for His

people with the ultimate gesture of sending His Son down to die an earthly death to save

everyone from their sins. Before Jesus, everyone was certain to perish from their sins, but God

decided to rewrite history and save everyone with the blood of Jesus Christ.

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Customization

Customization can be defined as the process of modifying goods or services specific to a

customer’s needs or wants. Customization could include marketing strategies or other

manufacturing processes which cater to custom-made products being developed or delivered.

Multiple recent studies have shown the importance of customization practices. These studies

concluded that a successful customization strategy has led to higher consumer satisfaction ratings

and allowed consumers to assess the value of a customized product at a higher amount than

previously. Customers were shown on average to spend at least 20% more on products they

believed were customized as opposed to not customized. The study also showed an increase in

positive consumer opinions about an organization and its customized products as opposed to its

non-customized counterparts in the market. The author of the study then concluded that

customized products or services benefit the company’s consumer perception and directly led

organizations to be able to increase product prices with little increase in operational costs

(Kelsse, Cornil, Dahl, & Gros, 2019).

One of the main concerns of many organizations today is how much a company should

strive to customize its offered products. While higher customization practices may result in

higher customer satisfaction ratings, this process may also increase a company’s bottom line and

increase operation times as well. The key to having a successful customization strategy is to

calculate the appropriate trade off amount between the level of customization and the

maximization of profits. The Walt Disney Company should not implement customization

practices when it starts to see diminishing returns on its profits for the services. However, some

level of customization is necessary for every company in order to set the organization apart from

its many competitors. Customization techniques are indeed an investment risk for many

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companies. However, the reward payoff for the benefits of customization are too great for The

Walt Disney Company to ignore. The company needs to upgrade its investment in its

development and marketing research team in order to target specific parts of its audience to

capitalize on. Finding a particular market for customized products in Disney’s already large

customer base will be the key to capitalizing on this feature for more revenue growth (Agha

Kasiri & Mansori, 2016).

With customization practices, the importance of the preparation to implement this

technique cannot be overstated. The Bible discusses the need for appropriate preparation in

several different verses. Specifically, in Luke 14:28, the Bible says, “For which of you, intending

to build a tower, sitteth not down first, and counteth the cost” (KJV). God specifically instructs

Christians and warns them to not start a task, such as constructing a large tower, blindly without

performing due preparation. The Bible references preparation again in Ezekiel 38:7, “Be thou

prepared, and prepare thyself, thou, and thy company that is assembled unto thee, and be thou a

guard unto them" (KJV). The Walt Disney Company should not send out their product

development team blindly without the appropriate information to prepare. Companies should not

set up their employees for failure, but an organization should set up their teams to succeed and

send them out equipped with the appropriate amount of knowledge.

Forecasting

The concept of forecasting can be described as the constant collection of marketplace

data that is used to determine and predict current and future demand for a certain product or

service. There are four different major types of business forecasting methods, qualitative and

quantitative. A qualitative forecasting method is used when there is not enough historical

numerical data available. This method relies primarily on consumer opinions or judgments and

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also market experts at the time. This method is also used when a company is entering into a new

territory, probably with a new innovative product or service for which there is no historical data

available. The quantitative approach is used when there is reliable historical data from previous

years available for the same or similar type of product or service. Next is the average approach

which is a specific type of quantitative forecasting that also uses past historical data. However,

this approach uses statistical calculations based on past data instead of general assumptions.

Lastly, the naïve approach is a benchmarking form of forecasting. This method has been found to

be the most cost effective and uses multiple time series data from other methods of forecasting to

determine the results.

Several internal and external factors contribute to forecasting estimation as well. The

economy is the largest external factor that will affect forecasting reports. When the economy is in

a recession, obviously expected consumer demand and sales is not going to be higher than when

the economy is booming. The largest and most significant internal factor is a company’s current

financial position. The big question many managers have to answer is if their current cash

position will allow them to meet consumer demand or create a positive sales profit from

production that year.

Forecasting numbers determine many different decisions for companies. For example,

based on forecasting numbers for s specific product, a company will determine how many raw

materials to purchase, the number of workers to hire or lay off, how to address the current

financial situation, predict incoming revenue, and many more positional data decisions.

Companies rarely make plans for the future or other major decisions without having some sort of

forecasting data to support their decision making. Companies also invest heavily in forecasting

consultants or statistical analysis employees in order to ensure the most accurate numbers.

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Successful long-term business strategies always start with accurate preparation such as budgeting

and predicting consumer demand. Without forecasting methods, many companies would not be

able to plan appropriately for the future (Gilliland, 2019).

The Walt Disney company can enhance their forecasting operation in a number of ways.

First, the company must evaluate its current financial position and the current state of the market.

The Walt Disney Company should also analyze if trends have been consistent in the past and if

their current forecasting has been correct. Second, the company should evaluate any potential or

current business operations making their debut in the future. The company would need to

determine whether profits have been growing, whether more staff is being hired, and whether the

company is preparing to grow its customer base by entering new markets any time soon. Lastly,

the company should analyze for any possible deviations from the predictions. This last step will

allow the company to make the necessary improvements to future forecasting analysis. All of

these steps should be repeated every year in order to update any changes or new business

ventures (Gilliland, 2019).

The concept of forecasting also lends itself to the concept of preparation and the notion of

seeking wisdom. In Proverbs 24:27, God instructs His people to “Prepare your work outside; get

everything ready for yourself in the field, and after that build your house” (ESV). Christians

should never fail to plan. Especially in business situations, where many employees and

colleagues’ livelihoods rest on the success of a company, Christians should strive to complete all

of the necessary preparation and go into the project fully equipped to complete it. Also, in

Proverbs 3:13, God says “Blessed is the one who finds wisdom, and the one who gets

understanding” (ESV). Even if Christians are unsure of the accuracy of the forecasting numbers,

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they should seek additional wisdom. Christians should not be frightened of asking for help from

others or from God, so that they may understand a concept better.

Supply Chain Management

Supply chain management can be defined as the specific implementation of business

operations across the entire company in order to deliver products to customers and create value

for any stakeholders. Supply chain management also consists of the building of relationships

with employees, suppliers, and consumers in order to create a cohesive business that is efficient

and achieves specific goals. The goal of supply chain management is to assist in streamlining the

operations from obtaining raw materials to selling finished products. One of the major benefits of

implementing supply chain management operations is allowing a company an opportunity to

gain competitive advantages in their production techniques and the company’s bottom line. For

example, updating IT-related supply management systems can allow businesses to streamline

their analytical analysis and more accurately predict consumer demand. Accurately predicting

demand will cut down on inventory costs with less excess products and less demand for

warehouse spaces. These techniques will help companies create additional value by cutting down

on costs and cutting operation times (Anca, 2019).

A supply chain management strategy can be implemented in five parts. First, a plan or

strategy must be formed. Managers should evaluate where the company could cut costs and

decrease shortages. Second, analyze the logistic of the source of the raw materials and services.

Third, analyze the production processes and current levels of efficiencies. These factors are the

most important determinant of supply chain management because they directly impact the

company’s bottom line. Fourth, managers should analyze their delivery expenses and analytics.

Lastly, managers should look at the return process for defective or returned items. Managers

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should try to minimize any extra costs associated with these activities and implement upgraded

equipment where needed. After this process, companies should have a more streamlined

operational process implemented (Anca, 2019).

The concept of supply chain management is extremely relevant concerning The Walt

Disney Company. Disney’s corporation operates multiples supply chain such as their hotel

resorts, theme parks, retail chains, and media networks. One of the biblical concepts associated

with supply chain management is the notion of not being wasteful. In Proverbs 18:9, God states

that “Whoever is slack in his work is a brother to him who destroys” (ESV). Christians are to not

overlook areas with slack such as inefficient production practices. The Bible equates slack to

destroying something. Again, in John 6:12, the Lord addresses wastefulness, “And when they

had eaten their fill, he told his disciples, “Gather up the leftover fragments, that nothing may be

lost”” (ESV). God does not look favorably upon those who are wasteful in nature, whether it be

their food or work ethic. Christians should strive to utilize all of their resources appropriately,

and Christians should not show slack in their work efforts.

Balanced Scorecard

The balanced scorecard method was developed by two businessmen that looked

negatively on how companies solely focused on the financial reports in order to make decisions

and strategies for the future. In order to combat this practice, the balanced scorecard method was

formed which provided companies with an all-encompassing strategy-based report. This report

included multiple perspectives at every level of the organization. The perspectives consist of the

financial, customer, innovative and learning, and internal business perspective. First, the

customer perspective has been found in studies to be the most important facet of the balanced

scorecard. The report measures factors relating to the customer perspective such as level of

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innovation in new products, product launch times, service quality, and the quality of relationships

with consumers and suppliers. Second, the internal business perspective measures a different set

of factors such as operation efficiency, technology operations, productivity levels, and

effectiveness of employee management practices. Third, the financial perspective allows

business managers to examine the company’s current financial position, shareholder value

created, profit margins, and project versus actual sales revenue. Fourth, the innovative and

learning perspective measures critical success factors like competitive advantages sustained over

competitors, customer satisfaction rates, and benchmarking process performances with peer

companies (Kaplan & Norton, 1992).

This all-inclusive report allows managers to analyze the company at multiple levels and

not just the financial level. Each of these perspectives are crucial in analytical terms regarding a

company’s measurement of its critical success factors. This report assists managers in

determining whether their critical success factors have been met or the report helps managers

formulate a specific plan on how to meet these factors in the future. In addition to this, the

balanced scorecard method has been shown to improve communications across departments,

improve and update a company’s mission and values, and create value at every level of the

organization (Kaplan & Norton, 1992).

Implementing the balanced scorecard method can be done in several steps. First, the

company should create a road map that includes what the current state of the company is versus

what the desired future state is. Second, the company should identify any major weaknesses that

might setback the implementation timeline. These setbacks should include any critical

deficiencies that may exist in any perspective. Third, the company should formulate very specific

steps in order to reach the company’s desired goals from every perspective. This is the most

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crucial step for managers and the goals should be achievable, distinct, and effective. Lastly, these

goals need to be implemented and communicated to employees at every level of the organization.

The balanced scorecard method will not work effectively unless all employees are

knowledgeable about the goals of the company and are committed to achieving them

(Dhamayantie, 2018).

The Bible discusses the concept of planning for the future in many regards. Specifically,

in Jeremiah 29:11, God states, “For I know the plans I have for you, declares the Lord, plans to

prosper you, and not harm you, plans to give you hope and a future” (NIV). God will give His

people the tools needed to succeed in His plan for them. Just as in life, in Christian business

practices, God will not fail us or set us up to fail. Christians should continue to put their faith in

the Lord and know that His plan for us will come to pass. In Psalm 20:4, the Bible states “May

He give you the desire of your heart and make all your plans succeed” (NIV). Again, in Proverbs

16:9, “In their hearts, humans plan their course, but the Lord establishes their steps” (NIV).

Christians should not worry about their future, but they should perform their due diligence to

perform their best in accordance with God’s will.

Benchmarking

Benchmarking can be described as the process of evaluating the best practices for a

specific operation. This operation could be performed by competitors in the industry or outside

of the industry. The point of benchmarking practices is to learn from a different organization in

hopes of improving the company’s own operations. The practice of benchmarking is an absolute

necessity for organizations to sustain their competitive advantages in the marketplace. There are

three major types of benchmarking including internal, competitive, and strategic benchmarking.

Internal benchmarking practices are used when other external benchmarking reports are

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unavailable or when a company has established the best practice and intends to share it with

other subsidiaries in the business. Competitive benchmarking refers to the practice of obtaining

reports from other competitors in a specific industry. Companies often use these competitor

report to set a standard in their own company or set a goal to achieve in the future. Strategic

benchmarking is often used for analyzing the ultimate best practice used by a corporation often

times outside of the company’s industry. This is usually a world-renown company that has set the

bar for a specific best practice operation (Singh, Grover, & Singh, 2017).

In a 2017 study, the author describes a three phase plan for implementing benchmarking

techniques. The first phase tasks the company with designing a specific methodology for their

specific industry. Then the company needs to decide what competitors to gather information

from and which are known for their best practices. The company executives at this time should

also note their own operational deficiencies and highlight where they could benefit from

improvement. The second phase involves the actual collection of the benchmarking data from the

selected companies once the benchmarking proposal is approved. Certain things should always

be included in benchmarking reports such as amount of resources used, production times,

amount of capital expenditure, the company’s bottom line, and the number and types of

employees vital the operation. Lastly, the company should analyze the collected data and form a

team to decide which operations to implement. Company managers should also take the

necessary steps to formalize specific goals and instructions for their respective teams on how to

implement these new practices (Singh, Grover, & Singh, 2017).

In the process of benchmarking, Christians are to follow the wisdom of the Bible. The

Bible specifically warns Christians against comparing themselves to another. In 2 Corinthians

10:12, it states “Not that we dare to classify or compare ourselves with some of those who are

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commending themselves. But then they measure themselves by one another and compare

themselves with one another, they are without understanding” (ESV). The Bible discusses this

point again in Galatians 5:26, “Let us not become conceited, provoking one another, envying one

another” (ESV). While performing the task of benchmarking, Christians should be weary not to

display envy or disdain for other more successful companies. Christians should strive to simply

gain wisdom from others in a non-malicious way.

Brainstorming

Brainstorming can be defined as the formal technique used by companies to generate new

ideas in the workplace or subsequently develop a solution to a problem. The purpose of

brainstorming is to promote creativity among workers and continuously establish new product

designs or ideas for marketing campaigns. Brainstorming is often beneficial to companies who

decide to implement the practice for several reasons. First, brainstorming practices promote

cohesiveness among co-workers and improve communication skills. Brainstorming sessions that

happen often at an organization often make workers feel more comfortable communicating with

their peers and voicing their ideas and opinions. Second, brainstorming fosters a community of

innovation. Since communication is more open, this leads more employees to participate in

generating new and innovative ideas. The more people that participate in this process, the more

ideas that are generated and become options to the company. A maximum number of options for

the company to select from sets the company up for success and increases the odds of a

successful product or marketing campaign being implemented. Lastly, brainstorming aids

companies in helping to build team relationships. Instead of competing with workplace peers on

whose ideas are better, brainstorming encourages peers to build off one another’s ideas and try to

improve upon them while working together as a unit. Brainstorming sessions in the workplace

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ultimately lead to better working relationships, more innovative ideas, and better peer

communications. (Henningsen & Henningsen, 2018).

Brainstorming session implementation techniques have certainly evolved over the years.

For example, modern-day brainstorming sessions now require less check lists of topics to cover,

are shorter lengths of time, and usually auditors are now present to mitigate any potential legal

risks. These new rules are a direct result of previous legal cases regarding the stealing of

intellectual property either by companies or employees. Brainstorming is a crucial practice for

the Disney corporation because it is in such a large competitive market space, its new and

innovative ideas are the only competitive edge that is sustainable.

However, there are a few guidelines that remain in place that The Walt Disney Company

should take heed of when implementing brainstorming techniques. First, employees participating

in the brainstorming session should be encouraged not to pass judgment or speak negatively of

any ideas being proposed. These negative words could inhibit or compromise the open

communication lines between co-workers that make employees feel comfortable about speaking

out. Second, brainstorming moderators should encourage workers to even reveal and come up

with ‘crazy’ ideas that might pop into their heads. Innovative products often always start out as

‘crazy’ ideas until they become the new normal once in market. Third, moderators should try to

keep employees focused on one idea at a time. A simple spark from one idea could lead to

employees building on a more wholesome and complete idea if they remain focuses on the

possibilities of an original notion. Lastly, it’s important for brainstorming monitors to create

visuals or displays in order to facilitate creativity. This practice will help employees better

visualize ideas and see them brought to life (Dennis & Johnstone, 2016).

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A great example of the promotion of creativity is God Himself. In Exodus 35:31-32, the

Bible states “And He has filled him with the spirit of God, with skill, with intelligence, with

knowledge, and with all craftsmanship, to devise designs, to work in gold and silver and bronze”

(ESV). God has given Christians all the tools necessary to be great innovators and to be able to

go forth in the world to express creative and thoughtful designs. Christians should remember that

everything good about themselves comes from God as gift. Another great example of God as an

innovator is in Genesis 1:1-31 “In the beginning, God created the heavens and the earth. The

earth was without form and void, and darkness was over the face of the deep. And the spirit of

God was hovering over the face of the waters. And God said, ‘Let there be light’” (ESV). God

was and is the original creator of all things and is the ultimate innovator. Christians should

always look to God for inspiration as His creations are all around the earth.

Strategy Map

The final chapter concept being discussed in this research study is the strategy map. The

strategy map is another concept created by Robert Kaplan and David Norton, also the inventors

of the balanced scorecard. The strategy map can be defined as a visualization technique of the

company’s goals and how they are all connected to each other. The strategy map, like the

balanced scorecard, also consists of four perspectives including the financial, customer, internal

processes, and learning and growth perspective. The financial perspective part of the map should

include the two objective measures of revenue growth and the organization’s productivity

numbers. The customer perspective and should involve measures like customer relationships,

operational efficiency, and product leadership. The internal processes perspective should involve

goals such as creating stakeholder value, enhancing the customer experience, and potentially

growing new products or entering into new markets. Lastly, the learning and growth perspective

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focuses more on the employees of the company and how they can create value. The benefits of

constructing a strategy map is the company helps to visualize their long and short term goals and

the pathways that will get them there. Strategy maps are also useful in helping to test different

strategies, help employees understand their roles and the company’s vision, and help executives

communicate their key goals (Islam, 2018).

Several steps should be followed in order to correctly implement a strategy map. First,

the company should define it overring mission or objective. Next, a value proposition should be

identified. Third, financial goals should be visualized, and appropriate strategies should be

constructed. The previous rule should be followed in respect to the customer, learning and

growth, and internal perspectives as well. The reasoning behind all of the missions and proposed

strategies should be well-explained and communicated to all employees of the company. Once all

company employees are on the same page and everyone is in agreement, the strategies should be

executed in the appropriate sectors of the company (Islam, 2018).

As discussed previously, the Bible emphasizes in several different books the importance

of planning for the future. Whether the future be for a family, a business, or anything else, God

advises Christians to come prepared and seek wisdom from others that they might gain

understanding. Being prepare is especially important when it comes to speaking about the

Christian faith. In 1 Peter 3:15, God says “But in your hearts honor Christ the Lord as holy,

always being prepared to make a defense to anyone who asks you for a reason for the hope that

is in you; yet do it with gentleness and respect’ (ESV). The same wisdom should be applied to

Christians in their business practices as well. If Christians are to propose a new strategy or plan

to their employees or peers, they should do so with confidence and good reasoning to back it up.

21 INTEGRATIVE LEARNING PROJECT

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Appendix A

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SWOT Analysis for The Walt Disney Company

Strengths

 Reliability

 Consumer Confidence

 Market leader

 Strong financial position

 Customer service reputation

Weaknesses

 Attrition Rate

 Lack of Financial Planning

 Competitive Market

 Demand Scaling

Opportunities

 Global supply chain expansion

 New product launches

 Increased Marketing for New Online

Streaming Service

Threats

 High Expenses

 Substitute products

 Dependence on America

Note. Information retrieved from (The Walt Disney Company, 2018).

Appendix B

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Balanced Scorecard for The Walt Disney Company

Critical Success Factor

Objectives Measure Target Initiative

Financial Increase shareholder and stakeholder value

Amount of percent change in stock price

Increase EPS 1%- 3% per quarter

Continue adding value at multiple levels of operations

Increase sales revenue and profitability

Higher revenue numbers, reduction of bottom-line

Increase sales revenue 5-10%+ yearly

Expand further into global markets, capitalize on online markets

Customer Grow brand reputation and increase consumer satisfaction

Customer satisfaction surveys, brand loyalty

Decrease amount of customer complaints by 5% each year

Provide customer service training frequently and provide quality employee service incentives

Grow strong supplier and merger relationships

Status of supplier terms sheet and impact of working relationship with representatives

Streamline communications and cut down on operational redundancies

Pay supplier accounts in a timely manner, communicate with representativ e

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Internal Process

Increase information systems productivity

Streamline operating processes and equipment

Increase by 10% the operating margin

Simplify operating processes and focus R&D resources to upgrade IT systems

Use effective employee management practices

Retain skillful workers, low retention rate

Increase use of performance appraisals, increase employee retention rate by 5%

Implement training initiatives, give proper feedback, and communicate career opportunities

Learning and Growth

Advance e- commerce and international presence through online sales with new streaming service

Product awareness, marketing strategy and results

Match competitor revenues with similar product

Invest in marketing for new service and provide new content

Innovation for new products and services

Increased investment in product development departments

8-10% growth solely through new streams of revenue

Establish company’s goals for new products and provide capital

Note. Information retrieved from (The Walt Disney Company., 2018).

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Appendix C

2018 Fiscal Year Stock Performance

This graph depicts The Walt Disney Company’s common stock journey through the years 2013-

2018 if $100 was invested in the company in September 2013. The other data points represent

Disney’s media peers and the S&P 500.

Note. Information retrieved from (The Walt Disney Company., 2018).