A Study to Investigate how Corporate Events Influence Social Culture Within Organisations: A Case Study Approach

Abstract

Corporate events have grown significantly in recent years and are used by many companies to “showcase” themselves to their business communities, potential customers, and competitors. It is evident however, that corporate events also influence and project the social culture that exists within those organisations. The author has a background in the events industry and also has family members who have worked for large image-focused corporate companies. As a result she was keen to understand and investigate the various ways in which a corporate event influences social culture, and whether the money spent on corporate events has a positive impact on the social culture of the host organisation. In order to undertake this research she decided to apply a case study approach. The author applied secondary research from books, journals and online articles with a specific focus on corporate events and social culture. In addition, the author conducted primary research with representatives from the organisation that was used as the case study. The author considered this to significantly benefit the study as the data allowed her to identify emerging key themes. The primary data gathered included both quantitative and qualitative data using a questionnaire and semi-structured interviews. The use of different methods assisted the process of triangulation to produce valid and reliable data. The analysis of the data enabled the author to offer three recommendations that can assist organisations to use corporate events more effectively to positively influence social culture. The findings from this study conclude that organisations should allocate appropriate funds with consideration to the required outcomes, which technology should be used effectively to maximise the positive impacts created by staging corporate events, and that corporate events should entertain the targeted guests and create a memorable experience. By applying these findings the author is confident that corporate events can have a positive and lasting impact on the social culture surrounding an organisation