Simacek Facility Management Group (SIMACEK) employs over 3,300 people and serves as a key player in the facility-management sector in Austria. Diversity is laid down as an aspect of SIMACEK ’ s policy in its mission statement as well as in the code of conduct. The firm brainworker is a communication and consultancy agency specialized in ethno-marketing and diversity. Its services include market and target-group analysis, production strategy, as well as training in intercultural competence and diversity. The aforementioned steps for the creation of a Diversity Impact Navigator were applied in all three enterprises. Due to the relatively large size of the two corporate groups, the analysis was limited to include only parts of the firms in Step 1. A core team in each of the companies was involved in this step, notably top management and the official in charge of diversity. In accordance with the test procedure, the business strategy was summarized, followed by the identification of IC impact factors (Step 2). In moderated workshops with enlarged project teams Unitcargo identified 14 key impact factors (see Figure 2), SIMACEK listed 17 and brainworker 18. These factors were grouped into the Human capital Composition of workforce Internal teamwork Expertise Social competences Structural capital Mission statement Infrastructure Office operations Brain cloud and innovations Acquisition processes PR and Marketing Relational capital Customers Suppliers, partners and media Networks & other stakeholders Image Core processes Consulting on ethnomarketing and diversity marketing Training and workshops Projects Figure 2. Determination of IC for test firm brainworker 248 JIC 16,1 Downloaded by UNIVERSITI TEKNOLOGI MALAYSIA At 19:39 23 December 2016 (PT)
categories HC, SC and RC. The inductive method was also used to generate varied terms and estimates. The terms include employee structure, lived corporate culture, skills and qualifications, established corporate culture, image, as well as relations with various stakeholders. Unlike Hubbard ’ s (2004) DSC that considers Perspective Leadership Commitment as important, the test enterprises did not ultimately identify it as a key impact factor. Furthermore, participants from all three enterprises held that further reflections and evaluation in this area was not necessary because top management was already highly engaged in addressing diversity. In the cluster analysis of existing diversity measures (Step 3), up to six diversity initiatives were identified in the test enterprises. SIMACEK, for instance, summarized its activities under the following initiatives: providing meaning and social responsibility, health, measures to strengthen DM, and strategic control measures. The latter initiative includes measures such as promoting the advancement of women and people with disabilities, fostering gender equality and work/life balance, providing diversity trainings for management and improving German language skills of the company ’ s immigrant employees.
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