Social Inclusion Drives Business Sales: A Literature Review on the Case of the Employment of Persons With Disabilities

Abstract

So far companies seem to ignore the potential of persons with disabilities (PWD) as customers and as employees. Although there is some empirical evidence that PWD employment can bring many benefits to companies and that social inclusion can attract a lasting customer base. The employment of PWD and social inclusion, generally, are important social commitments of companies and should represent a central element of the Corporate Social Responsibility (CSR) strategy. CSR is also an interesting marketing instrument for differentiation. However, customers are more aware of productrelated CSR activities than philanthropy or sustainable business initiatives. The aim of this article is to analyze how the promotion of social inclusion, through the example of the employment of PWD, could impact directly or indirectly on business sales. The research is based on a literature review. The selected literature was evaluated regarding the impact on business sales using a deductive content analysis. The results show that social inclusion, as a CSR activity, contributes to increased sales. This is particularly important when it comes to providing services and direct customer contact. Through social inclusion, the company reflects the diversity of existing and potential customers. In this way, new customers can be acquired, customer loyalty promoted or strengthened, and, as a result, sales increased. CSR activities that are used as a marketing tool for differentiation and do not pursue the sole goal of strengthening the company's reputation can create a competitive advantage and thus secure market share, open-up new market segments and permanently increase sales.

Corporate social responsibility or corporate social innovation? Two approaches towards the labour integration of disabled employees in Colombia

“…Equality (Bengisu and Balta, 2011) and non-discriminatory practices (Fasciglione, 2015) Promotes social inclusion (Miethlich and Oldenburg, 2019) Promotes social integration (Castelnovo, 2022) Benefits organisational climate (Castelnovo, 2022) Workplace…”

“…CSR impact focuses on creating work relationships, encouraging employees’ life satisfaction (Markel and Barclay, 2009), promoting responsible employment and social engagement (Csillag et al , 2018) or improving the working environment (e.g. flexible hours and telecommuting) (Miethlich and Oldenburg, 2019). CSR can improve EWDs’ conditions by removing workplace barriers, adopting a caring attitude by employers and colleagues or meeting employees’ demands from work supervisors (Kwan, 2020).…”

“…CSR and EWDs’ labour integration is regarded as a practice to achieve competitive advantages and as a rare, valuable and costly-to-imitate business strategy (Miethlich and Oldenburg, 2020), While other studies have shown that employing persons with disabilities can positively impact a company’s sales (Miethlich and Oldenburg, 2019). Studies underscore that traditional CSR practices should be modified to promote EWDs’ employment by changing the working environment, renewing a corporate culture, implementing barrier-free recruiting procedures (Miethlich and Šlahor, 2018) and engaging personnel with the willingness and empathy towards EWDs (Köseoglu et al , 2021).…”

The inclusion of minority groups in tourism workforce: Proposition of an impression management framework through the lens of corporate social responsibility

“…For instance, creating open and fair employment opportunities for PWDs, racial minorities, or LGBTQ significantly improves their quality of life and economic benefits to the communities in which they live (Lindsay et al, 2018). Though few studies have empirically proven that CSR regarding MGs has an impact on the success of a business (Miethlich & Oldenburg, 2019), it is evident that including MGs in the workforce can be used as a differentiation strategy to uniquely position an organization in the marketplace (Koseoglu et al, 2021; Vashishth & Jhamb, 2021). It also creates awareness of the capacities of MGs, improves their personal development and empowerment, dignity, and self‐confidence (Rosenbaum et al, 2017).…”

Strategic management of human resources in modern conditions: a case study

“…Personnel workers study and analyse the environment, plan human resource requirements, recruit personnel in accordance with the needs of the enterprise, evaluate the labour behaviour of workers, establish compensation, improve working conditions, maintain effective labour relations (Dudin et al, 2016). Personnel workers aim at a qualitative improvement of the human resources of the enterprise, which are considered to be the most valuable assets (Miethlich & Oldenburg, 2019).…”