Mångfald eller företagskultur
En fallstudie om den pratadoxala relationen kring mångfald och företagskultur
Stark mångfaldKonsistent företagskuturVärdegrundFöretagsstategiMångfaldsdefinitionLedningMångfaldsarbeteStandardisering
ABSTRACTCourse/level: Enterprising and Business Development, Bachelor Thesis, AUT2012, 2EB00ETutor: Magnus ForslundAuthors: Linn Danielsson & Alexander OlofssonKey words: Strong diversity, Consistent Corporate Culture, Core Values, Corporate Strategy,Definition of Diversity, Working with Diversity, Management, Standardization.Title: Diversity or Corporate Culture ? A case study on the paradoxical relationship betweendiversity and corporate cultures in corporations and organizations.Background: Diversity and corporate culture can in various ways result in corporate andorganizational advantages. While diversity promotes innovation, creativity and companydevelopment corporate culture possesses advantages such as efficiency, community and unity.Diversity and corporate culture seems to create various benefits that are both beneficial forcompetitive advantage.Problem discussion: I would be beneficial for companies and organizations to maintain bothdiversity and corporate culture since they complement each other. However, diversity andcorporate culture have different purposes and benefit in different ways. The question is howtwo such different strategies can meet.Question for research: How does diversity and corporate culture co-exist in corporations andorganizations?Purpose: The aim of this study is to create further understanding for the co-existence betweendiversity and corporate culture in corporations and organizations.Method: The study is made qualitatively with a hermeneutic approach and based on a casestudy on two corporations within the real estate industry. Data has been gathered through semistructured interviews, governing documents, diversity plans and policies combined withtheory.Results: The study shows that diversity and corporate culture to some extent co-exist withincorporations and organizations. Strong diversity and strong corporate culture cannot fully coexistdue to the conflict between strong diversity and strong corporate culture. The studyshows that corporate culture is dominant and diversity will only be allowed in controlledforms.