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Please read these instructions thoroughly before posting to the discussion board.

Each discussion board question is graded on the basis of 20 points total for completeness of the answer that is referenced from the literature and responses to two of the postings of your colleagues. Please use the reply button rather than starting a new topic/thread when replying to others. There will be no extensions for Discussion board posts. The objective of the Discussion Boards is to encourage a collaborative learning environment. If you are unable to post during the week of the module in a timely fashion, you cannot interact in that collaborative learning environment.

Please start each discussion board posting with your name (Jane Doe). Your initial post must be a minimum of 200 + words

Student responses to discussion questions must be substantive, that is, thoughtful and analytical. You should organize your thoughts, ideas, and supporting evidence before you begin responding. You should be sure to incorporate correlations with the assigned readings or topics. You should try to stay on topic but avoid summarizing. Your goal is to contribute to the collaborative learning environment with depth and with the purpose of motivating discussion. Discussions are based on evidence. Opinions are valuable, but if used in a discussion, they should be supported with appropriate cites. You should ALWAYS respond to two students discussing questions that are different than the discussion question you selected to answer. This enables you to get experience and information on three topics total! For example:

• Initial Post – You decide to answer Question #2 and post your initial 200+ word thread with 3 cites
• Response Post #1 – You then must select a person to respond to from questions 1, 3, or 4 for your 150+ word response; you choose 3
• Response Post #2 – You then must select another person to respond to from questions 1 or 4 for your second 150+ word response

Question 1: A Billion Dollar Bracelet: Disney’s Magic Band

Disney has spent more than a year rolling out their newest process innovation. The Magic Band. This assignment reflects on this innovation, and how the introduction, assessment, and future projects are proceeding. Of course, like everything, there has been some serious impacts of the Covid-19 pandemic to the MagicBand, uses, and customer benefits.

This week’s discussion questions and assignment will focus on the research and readings you do to explore this new technology that is capable of many of the features Google, Apple and other high tech companies would like to implement, but face more active consumer resistance. Consumers view this form of technology as intrusive, yet find it more acceptable when it is a part of the Disney Magic!

Disney initially started discussions (that ultimately resulted in the Magic Bands) with operations staff, Imagineers and customer service employees to identify “pain points” in the Disney experience. They were looking to identify areas that slowed down the Magic of the experience, decreased the fun and slowed successful vacations.

Question 2 – Consumer Behavior Concerns with Innovation

Disney identified an increase in theme park spending per consumer after the introduction of the MagicBand. In the first years of its use, it was found that consumers spent an average of $8 more per person (per visit). The MagicBand was never introduced into the Asian markets and smart phone apps were used to duplicate the functions of the MagicBand. What led to the decision by Disney to remove complimentary MagicBands from resort benefits and how does this relate to the planned cessation of the Magical Express? Both were innovative approaches to increasing revenue and customer satisfaction with process innovations, so why abandon a successful (and collectible) MagicBand and the Magical Express (complimentary bus service to and from the Orlando Airport) which kept patrons on property thereby leading to increases in food, lodging, park revenues? (Some topics to consider … strategic management decisions, the covid-19 shutdowns and layoffs, customer satisfaction, and revenue impacts)

Question 3 – The Impact of the Pandemic

Contains unread posts: Walt Disney World reopened at 25% of capacity in July 2020 and increased to 35% over the December 2020 holiday season. However, Disneyland has been prohibited from reopening since March of 2020. This is a result of the pandemic restrictions instituted by the state of California. Initially, the WDC was able to retain all of its employees and minimize layoffs. With the extensive shutdowns, difficult decisions have had to be made including massive layoffs in Florida and California. How have the layoffs impacted the public relations and human relations work at Disney? How can the World’s Happiest Place retain that image in the face of the loss of many features, shows, and employees due to financial considerations? Will the Happiest Place on Earth ever really recover with the loss of so many talented employees and performers?

Question 4 — Ethical Concerns with the Magic Band and Smart Phone Apps?

When deciding to launch a new product, companies often explore whether the technology is LEGAL to do. Often technology advances beyond where the laws are to outline the parameters of right and wrong behavior. So in addition to asking whether it is legal to do, companies should also ask is it ethical to do.

Is it ethical for Walt Disney to use this technology to track consumer movements, spending, purchase patterns, etc.? Explain your answer.

What steps has Walt Disney taken to protect consumers privacy and violations of freedoms in developing and first implementing the MagicBand and now adding additional smart phone app technologies? What are the pros and cons of this data collection and use by WDC?

Question 5 – Commitment to Failure

Contains unread posts: Creating a innovative culture is essential for staying ahead of the curve. Part of that culture must be an expectation that we will fail many times along the way and that failure is valuable.

Do some quick internet searching to find an example of a Disney failure (ride that didn’t work, product that flopped, etc.) and how Disney used that failure to go on and succeed.