Shared value and entertainment : the Walt Disney Company case study

• Autor(a) principal: Carvalho, Pedro Nuno Almeida Ferreira
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/35420
• topic: Shared value; Corporate Social Responsibility; Corporate philanthropy; Diversity and Inclusion; Valor partilhado; Responsabilidade Social Corporativa; Filantropia corporativa; Diversidade e inclusão; The Walt Disney Company; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The social scope of business has been discussed more than ever in the recent decades through the concept of Corporate Social Responsibility (CSR). Some authors go even further and argue that addressing societal needs has the potential to be a wave of innovation and competitiveness, allowing companies to generate social value while create economic value, creating Shared Value (Porter & Kramer 2011). This dissertation provides a case study on The Walt Disney Company’s commitment for diversity and inclusion as a potential source of Shared Value. Specifically, it focuses on investigate and discuss whether the company’s CSR commitment to create animated stories and characters that promote diversity and inclusion has been accomplished, and to what extent it has been created social value, simultaneously increasing Disney’s competitiveness. Through this case study, students have an opportunity to explore and discuss the concept of Shared Value. The main outcome of the study confirms that The Walt Disney Company has been considerably produced animated feature films which promote diversity and inclusion, in the last decade, particularly addressing social topics as gender and racial equality, and multiculturalism, and suggests that this practice has been a source of differentiation to the company productions, simultaneously, creating social value through the influence that its content represent for young generations.