Sensemaking and the Structural Frame

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https://www.researchgate.net/profile/Jennifer_Sandlin/publication/316258902_Magic_everywhere_Mapping_the_Disney_curriculum/links/5a6bb864aca2722c947bbca3/Magic-everywhere-Mapping-the-Disney-curriculum.pdf
http://panmore.com/walt-disney-company-organizational-structure-synergistic-diversification

In reference to Walt Disney's organizational structure, the company has ensured that its objectives are predicated upon the company's vision and mission wherein the company has focused upon expanding its product through acquisitions, diversification of its business interests and markets, and a robust marketing strategy that has made the company one of the most recognizable brands on the planet. The company's brand is its primary marketing strategy wherein the company focuses upon ensuring that its theme parks, entertainment division, and all other forms of the company's many different segments promote the company's core vision across the globe. This vision is rooted in ensuring that a global audience is exposed to Disney's culture that promotes family values, Americanness, and the so-called magical world of Disney.

To fully understand the company's organizational structure, the company's vision must first be understood. Disney's vision is to align all of its goods, services, and marketing with the so-called magical experience of Disney, which has shaped how people across the world view gender, race, sexuality, class, childhood, and pleasure. The company also focuses upon educating communities using Disney's pedagogy wherein Disney is so pervasive throughout American and international culture that the company has a vision and mission that seeks to shape how individuals understand the world of entertainment and its role within society.

Generating over $52 billion per year has enabled the company to heavily invest in expanding its markets throughout the world with synergy existing between its theme parks, movies, television and radio stations, sports, music, licensed merchandise, publishing, and a myriad of other segments that the company uses in its diversified portfolio. The company is able to cultivate such a diversified portfolio through its organizational structure that promotes synergy through all of its multiple segments to ensure that they market the "wonderful world of Disney" in accordance with a singular message. The corporate structure at Disney is predicated upon ensuring that all components within this synergetic organizational structure are arranged in accordance with specific business interests and patterns of interactions between the company and its many diverse consumers.

Therefore, when the company makes movies based upon its amusement parks, and subsequently markets merchandise and toys based upon these movies, the company is utilizing synergy to ...