Knowledge Managemnet

IMPACT OF INTELLECTUAL CAPITAL ON INNOVATION
CAPABILITY/ PERFORMANCE
CASE ANALYSIS: WALT DISNEY

Instructor: Dr. Sladjana Cabrilo
Students:
Anna -10782165M
Eden-10782166M
Maya-10782167M
Lucy-10782178M


Group Agenda

Introduction
Literature review
Intellectual capital
Innovation capability
Human capital
Structural capital
Relational capital

Case Walt Disney

Conclusion


Our Team Members
Maya

Lucy

Anna

Eden

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Introduction

Literature Review

Literature Review

Disney introduction

Case Analysis

Case Analysis


I. INTRODUCTION


Intellectual capital has many

The world is moving towards a knowledge economy

contributions for organizational

based on a revolution in information

value creation in developed

technology and innovation.

nations, but it is still in progress
Knowledge economy

stages in developing countries.

Information technology

Innovation

Three dimensions of intellectual capital: human,

To develop a model to
investigate the effects of different dimensions of
intellectual
capital on innovation
performance in the organization.

relational, and
…

structural.


II. LITERATURE REVIEW


Intellectual capital

Intellectual capital can be
defined as the possession of the knowledge applied

IC consists of the human skills, expertise and motivation;

experience,

the

organizational technology,

structural

customer relationships and

organizational

professional skills that provide

processes, systems, databases,

a company with a competitive

patents and Ips.

edge in the market”
(Edvinsson and Malone, 1997)

features

of

production

embedded

in


Innovation capability
Innovation is important because
in this knowledge era, many
companies see it as a strong
contributor and means for
generating business and
profitable growth that will
improve an organization’s
performance and competitiveness
Innovation is widely
acknowledged as key to
economic development,
since it potentially leads

to productivity and
competitive gains
(Abrunhosa&ESa, 2008).

(Potters, 2009).


Human Capital

Human capital is a fundamental asset in an organization.
Creative, highly

motivated and

trained employees

may

question the already established organizational routines and have
a

critical role in creating new knowledge through the learning

process and
Bontis et al., 2000; Wang et al., 2014

Weggeman, 1997).

argued that the well-utilized
knowledge, skills, and abilities of

individuals provide positive and
significant organizational
performance and innovation capability.

H1. A positive relationship between human capital and innovation capability.

innovations. (Nonaka and Takeuchi, 1995;


Structural capital

Structural capital is owned by an organization and remains
with an organization even when people
provide a good

leave, can

working space, a good database to

reduce work hours, and platforms for interaction to discuss
common organizational goals.

Organizations with well-organized structures, databases,
and
processes also support innovation.
(Subramaniam & Youndt, 2005).

H2. A positive relationship exists between structural capital and innovation capability..

Relational capital
The robust relations an organization has with external parties
(customers and suppliers) are
the most influential for achieving
competitive advantage
(Chahal & Bakshi, 2015).
Involving customers who have a

close relationship with a

firm will lead to the enhanced
progress of superior product
and process innovation.
(Santos-Rodrigues et al., 2015).

H3: A positive relationship exists between relational capital and innovation capability.


Conceptual Framework

Human Capital
H1

H2

Innovation capability/

Structural Capital
performance

H3

Relational Capital


III.

Case Analysis

Founded on October 16, 1923


Walt Disney Company Business Segments

Media networks

Consumer
Parks and Resorts

Products & Interactive
Media

Studio
Entertainment


Intellectual capital of Walt Disney
Reward program

Recruiting

•

•

Reward and cognition, welfare

“Honesty, Openness, Balance, Diversity, Integrity,
Respect, and Courage”

•

Respectful workplaces

•
•

Follow restrictions

The best place to work for LGBT
A safe and respectful workplace
.

Human

Training

Capital

•

Disney University, take the course “Disney Traditions”,

Learning and Development Abilities

Ethical conducts

•
•

•
•

Initial concentration on new Cast
Foster ideas and decisions from all people

.

Compliance training
Equal opportunity for all employees and applicants


Intellectual

property

copyright registration and its well-known brand name

Business-type segments or division

Organizational structure

Functional groups for
centralization

Structural
Geographical divisions

Capital

Organizational culture

Information

system

employees must follow the core values of the
company to bring happiness to customers

Rubber bracelets encoded with credit card information


Relational Capital

Customer’s

Partners:

Brand Equity: Ranked

attendance

co-operated

2nd in the world’s Most Reputation

with Coca cola

Companies

Community relations


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Walt Disney innovation performance

•
•
•
•
•

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Purchase of ABC and
ESPN in 1985 Pixar (2006)
Marvel Studios (2009)
Lucas film (2012)
20th Century Fox (2018)

Creation of the Disney+ Streaming Service

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The No. 4 spot on Fast Company’s list of “The World’s 50 Most
Innovative
Companies”- 2019


Afford better directors, writers, producers, cast

Both Disneyland Resort and Walt Disney World Resort will be adding lands based
on content
from the Star Wars

The 6th theme park,
Shanghai Disney
Resort 2016


Thank you for your attention!