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

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Author
West, Lily
Date
2017-04Type
Dissertation
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
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
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