Comparative study of the Swiss Riviera and Great Britain's approaches to cultural diversity in internal corporate events
Cardiff Metropolitan University
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A comparative study of the Swiss Riviera and Great Britain's internal corporate event industries was conducted. The aim was to discover if combining these current industry practices could lead to the creation of a guide for appropriately catering for culturally diverse internal corporate audiences. In accordance with the primary research objective, a literature review was undertaken to establish the relevant theories within the fields of both events management and intercultural communication. It was discovered that although many theories exist that provide guides to facilitate intercultural relations, these findings had not been translated in-depth to the core literature of events management which tend to merely refer to catering and linguistic complications. The second research objective consisted in conducting interviews in a variety of establishments both in Switzerland and Britain involved in the organisation of internal corporate events. The intention was to discover if the current industry practices of both countries supported the general guides on intercultural interactions requiring more detailed opinions. Interviews were therefore identified as the appropriate research process to ultimately reply to the chosen research question. In accordance with the third research objective, the recurring themes that emerged within the interviews were related to the literary theories. It was discovered that cultural diversity can affect the majority of event areas beyond linguistic and catering issues such as scheduling, theming and social implications. It was also established that organisational culture can play a leading role in the facilitation of intercultural cooperation within internal corporate events. Responses were also found to support an emerging debate suggesting international business-people could be increasingly adopting a form of cultural plurality to adapt to the phenomenon of globalisation. Lastly, it was discovered that a form of intercultural training could be an invaluable tool that international corporations could implement to facilitate future intercultural relations. As stipulated by the final objective, a series of recommendations were established based upon these discoveries Finally, in response to the initial research aim, a three-step process was established which could provide a more systematic model which could facilitate the organisation of internal corporate events for culturally diverse audiences and could lead to an increased understanding of the role of culture in events in general.
BA (Hons) Events Management and Language
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