DIVERSITY HOTSPOTS AND SOCIAL INTEGRATION: AN OVERVIEW

Clement Wells, Johnson McDone

Abstract


As the marketplace for goods and services becomes increasingly global, businesses must understand and embrace diversity in their brands as well as in their work forces. Simply having a diverse employee population is no longer enough, according to Forbes; for a company to succeed in today's challenging economy, it must not only meet the needs of a multifaceted marketplace, it must respect different cultures, ideas and philosophies. From the experiences of Apple it is possible to argue that while an organisation may not be able to completely deal with the challenge of diversity faultlines, it can mitigate the effect of it with the appropriate response strategies. Six of them have been highlighted and these are task autonomy, establishing superordinate (shared) team identity, intergroup teams, intra-team communication leadership style, decision making norms, openness to change.


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