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Disney Brawl

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Disney Brawl

Disney Brawl
In the “Brawl in Mickey’s Backyard Case Study” in the text, there are several stakeholders present and a few solutions to the problem (Lawrence, 2011). SunCal has created a dilemma among the stakeholders, both market and nonmarket, that cause several issues with its plans to build affordable housing near the resort. As with many dilemmas, there are more than one answer to the question. The problem is figuring out which one is right and will benefit the most people.
The issue at hand is that SunCal wants to buy undeveloped land near Disneyland and use part of it to build below-market-price housing that will be affordable to the resort’s employees. The employees are stakeholders. Disneyland and other resorts are also stakeholders. Disneyland’s stake involves the marketability of the area if it is used for non-resort development. The value of the land and the options for modifying it in a manner that will bring in more revenue will be greatly reduced if lower-income housing is built there.
Employees do not make enough money to live near the resort. Their stake involves ease of commute and better quality of life in homes that are new, nice, and close to work instead of out of town. Other stakeholders include the city, adjacent resorts, investors, family members of employees, and customers.
There are a couple of solutions for this issue. First, Disney could provide an area inside or near the result for employees to live. A gated community near the resort strictly for employees and considered part of the resort itself would provide affordable housing, probably a tax break, and would still uphold the resort area. This was a common practice for major businesses such as mining companies during the industrial era.
There are many stakeholders involved in this issue. The most impacted are the businesses and the employees. There are also several solutions to this problem that could benefit all parties. Incorporating a community into the resort or gating one of outside the resort but designating it to the employees would provide affordable housing without taking much revenue away from the resort area.

References
Lawrence, A. T. (2011). Business and Society: Stakeholders, Ethics, Public Policy. New York: The McGraw-Hill Companies, Inc.

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