How Social Inclusion Promotes Sales: An Analysis of the Example of Employing People with Disabilities

Abstract

Although social inclusion is an important aspect of corporate social responsibility (CSR), it has received little attention in the literature and research on the subject. However, it is increasingly recognized that more attention needs to be paid to this area: When making purchasing decisions, customers are increasingly looking for companies that act (and credibly demonstrate) in a sustainable and socially responsible manner. Customers are more aware of product-related CSR activities than philanthropy or sustainable business initiatives. Therefore, CSR is an interesting marketing instrument that can be used for competitor differentiation. This article aims to analyse how the promotion of social inclusion could affect the turnover of companies, using the example of the employment of people with disabilities (PWD). The research is based on a literature review using deductive content analysis. The results show that social inclusion, as part of the CSR strategy, contributes to sales growth. This aspect is particularly relevant when it comes to services and direct customer contact. The most important point here is that the company reflects the diversity of its existing and potential customers. In this way, new customers can be won, customer loyalty can be promoted or strengthened, and in return, sales can be increased. CSR activities that are used as a marketing tool for differentiation and that do not only pursue the goal of strengthening the company's reputation can achieve sustainable competitive advantage, a higher market share, open new market segments, and ultimately increase sales permanently.

Sheltered Employment Centres: Sustainability and Social Value

“…Although sales growth is significantly lower in 2019 than in 2018, it is crucial to highlight that sales per employee did not fall by the same proportion, which shows an improvement in the efficiency of human resources. This is in line with previous studies [64]. The financial risk is relatively low in the period, mainly in the later years.…”

“…Bearing in mind the main characteristics of sheltered employment centres, the business sector variable was divided into two parts: service and manufacturing companies, since previous studies have shown that most of these centres operate in the service sector. We chose the variable sales growth because research carried out by Miethlich and Oldenburg [64] has shown that social inclusion, as part of the Corporate Social Responsibility strategy, contributes in a positive way to sales growth. In addition to these ratios, the fundamental economic and financial ratios necessary for the company's profitability were analysed [62].…”

Reflective Analysis Of The Subjects’ Readiness Levels For Inclusive Economic Realities

“…The turn to the economy took place, although gradually, but rather dynamically and wavily. The similar result was shown by other authors' studies (Krutzinna & Floridi, 2018;Miethlich & Oldenburg, 2019;Sánchez et al, 2016;Zhuravleva & Chernonozhkina, 2018). This process was influenced by world changes in socio-cultural, legal, religious, economic spheres.…”

Socialinių Paslaugų Prieinamumas Psichosocialinę Negalią Turintiems Asmenims: Anykščių Rajono Atvejis

“…Svarbu formuoti teigiamą visuomenės požiūrį į asmenis, turinčius psichosocialinę negalią. Užsienio šalių patirtis atskleidė, kad daugėja socialiai atsakingų įmonių, kurios įdarbina asmenis, turinčius negalią, ir taip prisideda prie socialinės įtraukties plėtros darbo rinkoje, tai netgi tampa organizacijų strateginio planavimo dalimi (Miethlich, Oldenburg, 2019). Kita vertus, kalbėjimas apie teisę į darbą skamba beprasmiškai, jeigu darbo vieta nepritaikyta asmeniui, turinčiam negalią, pvz., kurtieji ar neprigirdintieji, aklieji, žmonės, kurių silpnas regėjimas, ar turintieji kognityvinių funkcijų sutrikimą negali naudotis darbo vietoje įdiegtomis technologijomis (Blanck, 2020).…”