Diversity Management Case Study

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Everyone is a unique person. Although people have many common things with each other but on the same time they are different in all sort of ways (CIPD, 2013). Differences consist of visible and non-visible features, for example, individual characteristics such as personality, background, culture, size, language accent, work style and so on. Discriminatory laws have be introduced for number of personal characteristics being treated unfairly. The protected characteristics under law are disability, race, gender discrimination, civil partnership, marriage, pregnancy and maternity, belief and religion, age and sexual orientation (CIPD, 2013).

According to Kandola and Fullerton’s (1998) diversity management is define as;

“The basic concept of managing diversity accepts that the workforce consists of a diverse population of people. The diversity consists of visible and non-visible differences which include factors such as sex, age, background, race, disability, personality and work style. It is founded on the premise that harnessing these differences will create a productive environment in which everybody feels valued, where their talents are being fully utilised and in which organisational goals are met.”

According to Leonard and Straus (1997) and Johnson and Johnson (2006), the word homogenous is used for the organisation with workforce who is effectively alike and the organisations that have a wide range of diversity are known as heterogeneous. Johnson and Johnson (2006), discuss both the concepts with their advantages and disadvantages based on research however according to Jenner (1994) the overall performance level of an organisation increase with more diversity. Precisely, heterogeneous group are more able deal with a wide rang...

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...eals with diversity have more committed employees and have reduced cost associated with turnover and absenteeism (Robinson and Dechant, 1997). Developing this line of thought, Cox and Black (1991) suggest that organisations which have adopted such an approach can position themselves “employer of choice” by recruiting the most talented workforce by diversity management. In terms of marketing outcome, the managing diversity literature suggest that companies with noticeable diversity in their workforce can attract more customers and be more sensitive in products and services according to different needs of customers (Foster and Harris, 2005 & Whitehead, 1999). This approach has been adopted by Ford of Europe for the marketing of Ford Transit vans to Asian shopkeepers, for this purpose senior managers sought advice from their committee of Asian workers (Eglin, 2002).

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