University of Portland Pilot Scholars Honors Projects Honors Program Spring 2020 The Walt Disney Company and Corporate Social Responsibility Kristen Wisneski Follow this and additional works at: https://pilotscholars.up.edu/hon_projects Part of the Business Administration, Management, and Operations Commons, Business and Corporate Communications Commons, and the Marketing Commons This Project is brought to you for free and open access by the Honors Program at Pilot Scholars. It has been accepted for inclusion in Honors Projects by an authorized administrator of Pilot Scholars. For more information, please contact
[email protected]. 1 The Walt Disney Company and Corporate Social Responsibility By Kristen Wisneski WHAT ROLE, IF ANY, DOES CORPORATE SOCIAL RESPONSIBILITY AND SUSTAINABILITY PLAY IN THE MARKETING STRATEGY OF THE TOP AMERICAN ENTERTAINMENT COMPANY, THE WALT DISNEY COMPANY’S SBUS: CONSUMER PRODUCT, STUDIO ENTERTAINMENT, AND PARKS AND RESORTS, AND IF SO, DOES IT HAVE A COMMUNITY IMPACT? 2 ABSTRACT The Walt Disney Company emphasizes Corporate Social Responsibility (CSR) and has been determined to reduce its impact on its community and its environment ever year. While many entertainment companies focus on their brand image, Disney is dedicated to making a difference in three of its largest SBUs in terms of environmental and community impact: Consumer Product, Parks and Resorts, and Studio Entertainment. As a significant player in the entertainment industry, Disney’s overarching approach to CSR is holistic in satisfying stakeholder interests, as well as operational effectiveness and financial objectives of the business. Disney’s CSR strategy ensures an ethical Walt Disney Company that markets itself by its CSR values and provides valuable entertainment, products, and experiences to customers worldwide.