Case | HBS Case Collection | April 2013

The Walt Disney Company: The Entertainment King (Abridged)

by Michael G. Rukstad and David J. Collis


The first ten pages of this case are comprised of the company's history, from 1923 to 2001. The Walt years are described, as is the company's decline after his death and its resurgence under Eisner. The last five pages are devoted to Eisner's strategic challenges in 2001: managing synergy, managing the brand, and managing creativity. Students are asked to think about the keys to Disney's mid-1980s turnaround, about the proper boundaries of the firm, and about what Disney's strategy should be beyond 2001.

Keywords: Competitive Advantage; Vertical Integration; Corporate Strategy; Boundaries; Brands and Branding; Entertainment and Recreation Industry;


Rukstad, Michael G., and David J. Collis. "The Walt Disney Company: The Entertainment King (Abridged)." Harvard Business School Case 713-475, April 2013.