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He was also responsible for WAD Company ranking No. In Baron’s 2013 “World’s Most Respected Companies”, being one of Fortune’s “World’s Most Admired Companies” and ranking No-I In Forbs’ 2013 “America’s Most Reputable Companies”. Through all of these achievements Mr.. Alger “has proven he has the unique ability to drive creative and financial success at the world’s preeminent entertainment company (Orin Smith)” which is the main goal of any successful CEO making him a valued asset to the company It manages. Many of the decisions that Coos like Mr.. Gear make are directly influenced by the changes in the external and internal environments that affect the business they are managing. One type of external environment, which Is defined as the forces and events outside a company that have the potential to influence or affect it (p. 41), is technology. Technology belongs to a subclass called general environment because changes in technology eventually affect most businesses. An example of how technology changes can help companies provide a better product for their consumers is Walt Disney World’s new so-called Magicians.

The Magicians is a band containing a transmitter that can send and receive signals through a small antenna therefore eliminating the need for

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guests to carry room keys, theme park sickest, credit cards, Fast Pass tickets etc. The Magicians can also be linked to a database that stores personal Information such as your name and birthrate so that guests can have a more personalized experience when greeted at the theme parks. Guests can also order food in advance online and use the Magicians to give off a signal to the chef when they arrive at the restaurant so that their food can be prepared.

As Chairman Tom Stags explained “this allows [Disney] to unlock more special things for you, depending on what level you want to participate”. Heard about the Magicians I was very excited and thought it was a great idea. As I was doing research to find out more about the device I ran across blobs and posts by many people who were legitimately concerned with whether or not this new Disney invention was ethical. Ethics is the set of moral principles or values that defines right and wrong for a person or group (p. 61).

We all know that Coos are under a lot of pressure to make profits but they are expected to make the profit by doing the right thing (p. 61). While the Magicians will undeniably be convenient and beneficial for guests (quicker theme park entry and purchasing transactions, shorter waiting time or attractions and restaurants) the questions is: Is Disney doing this solely to improve your experience at their establishments, as it’s been advertised, or is the underlying goal to gather information on your personal preferences to use it for marketing purposes and therefore increase sales?

A Congressman from Massachusetts Edward J. Marker (D) stated in a letter to Mr.. Alger “Widespread use of Magicians bracelets by park guests could dramatically increase the personal data Disney can collect about its guests” and that he “fears [information] could be used to ether marketing information on children”. Also, people generally spend more money when paying with credit card versus cash. How much easier would this “flick of the wrist” paying method make it for people to make impulse purchases at Disney World?

I think that what Disney is trying to do is not necessarily unethical since they are not selling anything but using data that guests are willing to provide to better their business. Guests are in charge of how much personal information they share. You can simply use the Magicians as a room key or a theme park ticket and are not squired to share names and birthdays or use it for dining purposes. As I stated at the beginning of this paper, the main goal of any business is to maximize its profits.

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