Implementing diversity management in retailing: exploring the role of organisational context

Diversity management is a means of managing customer and employee differences for the benefit of the organisation. This qualitative study considers how contextual factors influence diversity management implementation in different retailing environments. Exploratory research was conducted in three SBUs of a UK retailing group: the UK high street SBU, the US operations and the online SBU. Despite different cultural, legal and historical differences between the UK and US, these factors did not lead to significantly different ways of dealing with diversity in the UK high street and US businesses. Instead the extent to which individual differences were recognised was influenced by the selling environment and the retailer’s size and structure. The paper recommends that retailer’s need to develop a ‘home-grown’ approach to diversity management that acknowledges their organisational context.