Chapter | The Portable MBA in Strategy | 1994

Mapping the Business Landscape

by Pankaj Ghemawat and David J. Collis

Keywords: Business Ventures; Supply and Industry;

Format: Print

Citation:

Ghemawat, Pankaj, and David J. Collis. "Mapping the Business Landscape." In The Portable MBA in Strategy, edited by Liam Fahey, and Robert M. Randall, pp.171–188. New York: John Wiley & Sons, 1994.

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.

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