Abstract
The case for diversity would appear to be compelling. The customer base of organisations is increasingly diverse, driven to great extent by population changes (Kandola and Fullerton, 2003) and globalisation (Stockdale and Crosby, 2004: 15) and this, coupled with the fact that organisations ‘need employees that can read their customers and interact with them in a near-flawless manner’ (Jackson and Alvarez, 1992: 14), presents organisations with a vital source of competitive advantage. As Kandola and Fullerton assert (2003: 46), ‘the ability of an organisation to provide products and services to all potential markets is a bottom-line concern’ creating a need for organisations to be ‘more responsive to the diverse needs of its customer base’.
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© 2010 Gloria Moss
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Moss, G. (2010). Introduction. In: Moss, G. (eds) Profiting from Diversity. Palgrave Macmillan, London. https://doi.org/10.1057/9780230273887_1
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DOI: https://doi.org/10.1057/9780230273887_1
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