Integrating Project Portfolio With Business Strategy: Imagineering

Abstract

Aligning project management to the strategy of a big company is a difficult job. Through Imagineering (the business department and project management program), The Walt Disney Company has done this alignment in an exemplary way. Using a theoretical investigation, this study analyzed Imagineering as a reference in strategic management of global projects through Disney´s business portfolio, a global benchmarking and with Malmberg et al. (2010) as a company guide. As the principle result of the correlations made, it was noted that the Imagineers who work in project teams apply tools and techniques with a strategic vision focused on differentiation, generating value, and mixing imagination with technical capacity. The Blue Sky Department and its integrated units make possible the creation and implantation of the attractions, theme parks, hotels, resorts and cruise lines, and in doing so prove themselves a highly efficient project management office.