case study
Ab Salem/Example of an A grade Qualitative Project (2).pdf
1
Business Consultancy Project (MGT524)
Management Report
The ‘Glass Ceiling’ Impact on Omani
Women in the Workplace
Student ID: 2016138065
Word count: 7404
2
Contents
Executive Summary ................................................................................................................................ 4
Research Context and Background ....................................................................................................... 5
Literature Review .................................................................................................................................... 5
Glass Ceiling as a Barrier to Leadership ............................................................................................... 5
Glass Ceiling and Organizational Culture ............................................................................................. 6
Cultures and Traditions ......................................................................................................................... 6
Public Relations ..................................................................................................................................... 7
Methodology ............................................................................................................................................ 8
Research Approach &Design ................................................................................................................ 8
Data Sampling ....................................................................................................................................... 8
Questionnaire Design and Interview Guide .......................................................................................... 8
Data Collection ...................................................................................................................................... 9
Required Resources ............................................................................................................................... 9
Reliability, Validity, and Ethical Issues ................................................................................................ 9
Reliability ......................................................................................................................................... 9
Validity ........................................................................................................................................... 10
Ethical issue ................................................................................................................................... 10
Results .................................................................................................................................................... 10
Data Analysis ...................................................................................................................................... 10
Interpretation of the Results ................................................................................................................ 11
Factor1: Low Number of Women in the Labor Force ............................................................... 11
Factor 2: Cultural Limits on Women .......................................................................................... 12
Factor 3: Male Mindset ................................................................................................................. 13
Factor 4: Self-Imposed Limits ...................................................................................................... 14
Findings .................................................................................................................................................. 15
Recommendations and Road Ahead .................................................................................................... 16
Recommendation for Public and Private Organizations ..................................................................... 16
Recommendation for Omani Women .................................................................................................. 17
Limitations ............................................................................................................................................. 17
Appendix A ............................................................................................................................................ 19
List of Interviewees Details ................................................................................................................. 19
Appendix B............................................................................................................................................. 20
Interview Questions ............................................................................................................................. 20
Sample Interview Questions and Key warding ................................................................................... 22
3
Appendix C ............................................................................................................................................ 23
Sample Interview Transcript ............................................................................................................... 23
Appendix D ............................................................................................................................................ 28
Sample Interview Extracts................................................................................................................... 28
Appendix E............................................................................................................................................. 30
Final Thematic Map ............................................................................................................................ 30
References .............................................................................................................................................. 31
4
Executive Summary The ‘Glass Ceiling’ concept became known in 1986, when it “ first appeared in the Wall Street
Journal in 1986 and was then used in the title of an academic article by A.M. Morrison published
in 1987 entitled “Breaking the Glass Ceiling: Can Women Reach the Top of America's Largest
Corporations?” (The Economist 2009, p. 1). It became a public metaphor used to express the
unseen barriers that women face, preventing them from reaching higher positions in the
workplace. Women may not feel the barrier until they are held back from progressing up the
corporate ladder.
Today Omani women are a dynamic force to reckon with in the region. Women have much to
contribute to growth in the workplace, and have positive participation effects in the workforce.
According to the statistics of the Ministry of Civil Services in Oman, 38.7% of Omani women
work in civil services units and the private sectors as of the end of December 2015 (Muscat
Daily, 2016). However, highly skilled women still don’t progress to the executive suite.
Therefore, it has become vital to understand the obstacles that Omani women face in the
workplace that prevent them from reaching top positions. This research provides an overview of
how the glass ceiling has impacted Omani women in the workplace and how they are blocked
from getting to executive positions because of the barriers hindering their achievements. More
specifically, the proposed research will address the following questions:
1- What is the impact of glass ceiling on the Omani women in the workplace?
2- What are the tools and best practices required to reach the executive suite (strategies
women and organizations can use to overcome the glass ceiling)?
The study conducted through qualitative methods using face-to-face semi-structured interview.
The interviews carried out with ten women in middle and senior managerial positions. The data
analysis results concluding that the factors responsible for glass ceiling are:
Low Number of Women in the Labor Force
Cultural Limits on Women
Male Mindset
Self-Imposed Limits
To break the glass ceiling there is a need to raise awareness and train women in order to encounter
the required skills. Family, organizations, and co-workers support is needed as well in order to
open the gate for women to climb the organization ladder.
The study came up with two main categories of recommendations; recommendation for the
organization and recommendation for Omani women. It is highly recommended that the
organization must promote gender equality in the workplace and to take action towards
advancing women career growth by giving them the same opportunities and recognition as their
male counterparts and commit to women’s representation in high level positions. Furthermore,
the organization should increase training and educational opportunities for women to enhance
her leadership and interpersonal skills. The study also recommends that women should prove
themselves through acquiring new skills and knowledge as well as building and developing a
powerful professional network through their relationship with others and to focus on tactics that
will help them break the glass ceiling
Overall, there is a need for better explanations as to why women in Oman are not ascending to
the executive suites from the point view of women in middle and senior-manager position. The
study will add to the literature on the effect of glass ceiling on Omani women and will help to
5
explain the barriers and challenges Omani women face in the workplace. This study will be
applicable and useful for both women and organizations in Oman.
Research Context and Background The Sultanate of Oman has gone through rapid economic growth since the ascension of Sultan
Qaboos bin Said to the throne in 1970. During the expansion period, Sultan Qaboos stressed and
called for the enhancement of human capital development. The development of human capital is
a crucial aspect of the development of any country, and with that Oman. Omani women have
also been a part of and contributed to this development. Sultan Qaboos once said “We have never
overlooked the education of women who represent half of the society” (Ministry of Foreign
Affair, p. 1) Omani women have progressed under the support of the highest echelon in the
country to seize the opportunities and transform their lives and those of their children and
families. They are no longer bystanders to development, as they have the rights to education, fair
job opportunities and financial equality. Women have progressed in the workplace (Al-Lamky,
2006), and have reached senior management levels, however, they have only reached executive
levels in small numbers (Madsen, 2014). It has therefore become very important to examine the
obstacles and challenges that prevent Omani women in the workforce from breaking through the
glass ceiling and reaching the executive suite.
Many studies have been carried out on this area, however this research have specifically focused
on Omani women in middle and senior management level. The main aim of this research is to
provide data/evidence on the impact of glass ceiling on employed Omani women at top
management positions. It also aims to determine the barriers that prevent the women from
climbing the career ladder and making it to the Chief Executive Officer (CEO) level.
Furthermore, the study also highlighted the best practices and the necessary tools required for
women to reach the executive suite as well as to recommend solutions to the barriers.
This study focused on discussing the situation of Omani women in the workplace in Oman. There
might be some government and private organizations facing challenges in recruiting the right
female competence, or facing poor performance etc. This study will help HR managers to
facilitate the development of women in the organization hierarchy as well as assessing whether
there is a need to have more women in the executive suite and whether this will add value to the
organization.
Literature Review
Glass Ceiling as a Barrier to Leadership
The glass ceiling metaphor represents the barriers that women face that prevents them from
reaching the top (Sabharwal, 2013), and its unseen barriers that prevents her from climbing the
corporate ladder (Morrison et al., 1987). The literature on the impact of glass ceiling on women
in work organization is large. The topic has been studied and discussed globally. Davidson and
Burk (2004) point out that a lot of research has focused on the glass ceiling; why the glass ceiling
exists, why it’s difficult to eliminate the glass ceiling and what actions governments and private
sector has taken to support women’s progressions in the workplace. The concern of the glass
ceiling is worldwide and effecting women and minorities since they are not advancing due to
these ceiling barriers (Johns, 2013). Oakley (2000, p.321) states that “[i]n all parts of the world,
female senior executives, and especially female Chief Executive Officers (CEOs) are extremely
rare in large corporations”.
Despite the progress made in terms of the number of women entering the workplace in the past
decades in both developed and developing countries, there are only a few that have become Chief
6
Executive Officers (CEO) of large organization and few are on the boards of directors (Davidson
and Burke, 2004). The glass ceiling inhibits highly skilled women leaders from advancing to top
management positions, and this looks to be a global phenomenon. Parker et al. (2015, p. 13) state
“women have made only modest progress in gaining top leadership positions in the business
world”. Madsen (2014) points out that Omani women at management positions in the workplace
are underrepresented and are very few compared to their male counterparts. Based on the recent
published data by Catalyst in January 2017, women make up only 5.8 percent of CEO positions
in the Fortune 500 companies (Catalyst, 2017). Yet many studies have showed positive outcome
on the ability of women to take up managerial positions due to her high level of leadership skills
in the workplace. For example, a survey of 7,280 leaders from leading public and private
organization around the world was conducted by Zenger and Folkman (2012). The survey found
that that men make up 64 percent at leadership position and whenever the level is higher, more
men are at the top. The second finding was that women at every level scored higher than men as
leaders and whenever the level increased the gap increased as well.
Glass Ceiling and Organizational Culture
Some studies on the glass ceiling and organizational culture found that there are various theories
discussed with regards to women advancement to top positions (The Economist 2009). The
number of women in management is influenced by gender equity levels within the organizational
culture (Bajdo and Dickson 2001), social force aspect i.e. gender-based stereotyping affects
women progressing (Oakley (2000). In addition, Powell and Butterfield (1994) claimed that
equal promotions, enhancement of policies and a very well established organizational culture
will eliminate gender bias. Furthermore, Madsen (2014) argued that there are large numbers of
complex variables such as religious and culture values that have effected management position
and employment of women in Oman. Bajdo and Dickson (2001) concluded that gender equity is
vital element of organizational culture and in order to enhance women’s opportunities in the
organizations this element should be considered.
Cultures and Traditions
In their paper, (Linzi et al., 2014), investigated genders and their equality diversity and inclusion
in Sultanate of Oman, “one of the most traditional societies in the Arab world”. Their main
analysis points are discussed as follows; the society of Oman is following a traditional culture
and traditional thoughts about women, which is negatively affecting labor force participation of
women in this modern world. The main reasons depicted for low employment and low status of
women in organizations in Oman are cultural, societal, and religious. There is a strong belief that
jobs for women are inside the home. In the past few decades Oman has been working for women
empowerment and progress in many areas like ministerial positions, civil services positions and
much more. It is being observed that there are always cultural restrictions on women travelling
or living away from the family. That means for a woman travel for work purposes is limited, and
there is little support for them for working due to conflicts between employment and family
obligations.
Females in gender-marginalized occupations may also have limited employment possibilities
because of workplace practices. Gender segregation at work is considered appropriate, but this
practice prevents women from working in mixed environments. There was no specific reference
to the future of women in the labor force, but (Budhwar et al., 2002) suggests that the education
and training programs encourage females to enter into employment. There is an increase in
Omani women employed in the private sectors (National Center for Statistics and Information,
2011). The Omani government and the International Labour Organization (ILO) created a
7
strategy document to advance women in employment (ILO, 2010). As a result of this developed
strategy, a work program is created that is known as “to enhance decent and productive job
opportunities for women in conditions freedom, justice and dignity”. This program identifies the
best methods to support women’s involvement in the labor force and for equal opportunities to
form national policy. After some sort of changes in government policies, other organizations
also came forward to create some changes for women empowerment and progress. Likewise,
Omani law states that “women shall not be required to perform works which are harmful to the
health or hard works but now the organization taking part in these activities that to enhance
decent and productive job opportunities for women in conditions freedom, justice and dignity”
(Ministry of Manpower, 2012).
Linzi et al., (2014) explain that now women are occupying the department head in marketing,
sales, communication, corporate affairs, top HR positions, directors, board members, general
managers, top management and top positions in finance, banking, investor relations, and wealth.
According to the findings of Linzi et al. (2014), here we can say that number of important
implications for business practice can improve the conditions of women in Oman society.
Public Relations
Wrigley (2009) concluded some major factors from the liberal feminist perspective that agrees
on the existence of the glass ceiling in public relation and corporate management. He stated that
there are number of tactics that women can use to break through the glass ceiling. According to
his findings, the glass ceiling, prevents individuals as well as the society as a whole. It is also
depicted that the glass ceiling problems are faced by women more than men. The study explores
that women can portray their own experiences in public relations and can present information
about the importance of these problems with regard to the glass ceiling in public relations. We
should explore the factors related to the glass ceiling in public relations and communications
management. These factors can be searched by asking questions such as “why does the glass
ceiling stay in place?”, and “why does much of the popular press do its best to paint a rosy picture
of job prospects for women??” (Wrigley 2009, p. 4). Only women would be the right person to
express what they went through and to explain what are the factors of glass ceiling existence.
Women tell their own stories concerning to the issues that are directly affecting their job and
personal satisfaction. There are many factors contributing to the glass ceiling for women in
public relations and communications management. Some of the important factors are denial,
personal blame, gender role socialization, historical superiority, women turning against other
women, corporate culture (Wrigley, 2009). There is a need that we should search strategies for
overcoming the glass ceiling. The main strategies may include: “mentoring, working hard(er),
changing jobs, going out on your own, demonstrating competence and efficiency, women taking
control of their own future and creating new work cultures, being a problem solver, and having
patience” (Wrigley 2009, p. 17).
From the literature review it can be concluded that there are certain organizational culture
barriers and the traditional barriers which are preventing women from reaching top positions in
the workplace. It is observed that due to glass ceiling, few number of women have become Chief
Executive Officers (CEO) of large organization and members of boards of directors. In the recent
studies, the factors that contributed to the glass ceiling in public relations and communications
management are found to be personal blames, gender role socialization, historical precedence,
women turning against other women etc. But there is a need to research more factors that are
responsible for glass ceiling so that they can be properly addressed. As for the opposing
8
viewpoints on the glass ceiling, we could not found any approved study/research that conducted
in this regards.
Methodology This section gives an overview about the general approaches in conducting the study i.e. by
discussing the research approach and design, data sampling, questionnaire design and design of
interview guide, data collection, reliability, validity and ethical issues.
Research Approach &Design
Qualitative methods were used to solicit vital information through in depth face-to-face semi-
structured individual interviews to gather data and description. Through such discussions,
participants were able to share their views and feedback on pertinent issues relating to women
advancement to top positions in Oman.
Data Sampling
The key component in this study is Omani women in the workplace, thus the sampling covered
the main target group; women involved in decision making capacities such as leaders working
in different operational departments from local and national organization. Also we included in
this research women CEO’s of different companies as they may have strongly felt the glass
ceiling. Interviews were conducted with ten women. Some of the interviews took place at the
interviewee’s office and some took place at other locations. The average time of the interview
was for 45 minutes. Some interviews lasted for more than one hour and some for around thirty
minutes.
The participants recruited for this study included only women since the research mainly
conducted to collect the view of women on the glass ceiling. The interviewees were selected
based on their experiences and qualification occupying middle and senior position managerial
positions (please refer to Appendix A for List of Interviewees Details). Some women were
recommended by other woman. We contacted potential candidates and requested to meet with
them personally. After the meeting, an email was sent to them to thank them for attending the
meeting.
Questionnaire Design and Interview Guide
The questionnaire was designed to cover four main categories; Barriers and Challenges, Skills
Required, Organizational Culture – Gender Equality, and Final Views. Questions were
developed and organized accordingly based on the main category (please refer to Appendix B
for Interview Questions). Mostly the questions were adopted from previous interviews and
researches conducted within the topic of the glass ceiling impact on women in the workplace,
and also were formed based on the assessment of the literature reviews. For instance, one of the
questions asked under Skills Required section was “There are few women that have become
Chief Executive Officers (CEO) of large organization and few are on the boards of directors
(Davidson and Burke, 2004). In your opinion, why some women in senior level was able to
overcome obstacles or challenges and break through the glass ceiling?”, another question was
about the Organizational Culture section; “Bajdo and Dickson (2001) concluded that gender
equity is vital element of organizational culture and in order to enhance women’s opportunities
in the organizations this element should be considered. Do you think that organization should
consider gender-equity since it’s a vital element of organizational culture to enhance women
opportunity to reach to executive suite?” Another question asked which also falls under
9
Organizational Culture section was “Is social force aspect for example, gender-based
stereotyping effects women progression (Oakley, 2000)? Does this exist in your organization?”
The following entails the flow and the direction of the interviews:
1- Preparing the audio recording and have the note book and pen ready.
2- The interview started with thanking the interviewee for given her time to attend the
interview.
3- The interviewee was informed that the interview will be recorded prior to the interview
date.
4- The interview was informed that the collected information will be anonymous and
confidential.
5- A brief about the glass ceiling concept was given to those who were not clear about the
concept.
6- The interview was ended by thanking the interviewee again for attending the interview
and for the valuable information provided.
Data Collection
Data collected using responses of the questions during the face-to-face interviews. The aim was
to seek participant expressions and opinions on the impact of glass ceiling. In order to produce
accurate transcript, all interviews were recorded using audio recording device as well as taking
brief notes during the interview. Using open-ended, closed-ended and probing questions, we
were able to identify and define the participants’ perceptions, opinions and feelings about the
glass ceiling in general. Specific questions related to the topic of this study were covered in order
to ensure compatibility with the purpose of the research. The name and job title of the participant
collected as well as the organization name, and sector. I reminded the participant to give their
response based on their own thoughts and arguments and circumstances.
Required Resources
The following are the resources were utilized during the study
o Library research and online on the related topic.
o Meeting room to conduct the interview.
o Laptop and note book and pen.
o Audio recording device.
o Internet connections.
Reliability, Validity, and Ethical Issues
Reliability
Reliability is a way of calculating the quality of the measurement process used to collect data in
a research report. In order for the results from the study to be considered valid, we have followed
reliable measurement processes. One of the measurements is the interview was recorded in order
to produce accurate transcripts which helped in analyzing the gathered data accurately as well as
capturing the interviewee’s quotes. In total there are ten recorded interview of which 3 of them
were in Arabic language. It is very important to focus on the meaning and purpose of the study,
therefore the interviewee’s feedback and responses was studied and analyzed accordingly.
10
Validity
Validity is depicted as the degree to which a research study computes what it aims to compute.
It includes the entire investigational concept and set ups whether the results attained meet all of
the obligations of the scientific research methodology. Validity of this study was confirmed
through ensuring that questions are valid by adopting them from researches and literature
review conducted previously within the same topics. Face-to-face recorded interview and
content gathered from the interviewee’s responses were used effectively; avoiding our own
perspective and background by being unbiased ensured validity as well.
Ethical issue
Defining the ethics is an important part of the research study as they depict the norms to distinguish
between acceptable and non-acceptable behavior. There are a few ethical issues considered while conducting the research:
o Permission of voice recording obtained prior to the interview. Interviewee was informed that the purpose of the recording is to make sure to have a good quality of transcript as
well as to be able to capture any special quotes provided by them.
o Informed the participant that the information gathered will be very confidential and that their personal details and responses will not be shared with other party.
o The interviewee was giving the right to explain their own perspective and perceptions. o I gave a brief about the study and informed the interview what I am doing and why I am
doing it.
Results This section discusses the data analysis approach and how the data obtained from the qualitative
method used i.e. the interviews, interpretation of the results and the findings of the study.
Data Analysis
Since the qualitative method was employed, the data analyzed through thematic approach. We
followed the following steps:
1. Creating the transcripts of the recorded interviews: The recorded interview was transcribed first into written form so that can be analyzed in detail (please refer to
Appendix C for Sample Interview Transcript). There were around three recorded
interview in Arabic language, however we had to do the translation into English so that
the data would be properly analyzed
2. Start coding by labeling the key words and relevant sentences and wards: We then coded the transcript organizing them into categories and identified the most important codes
(please refer to Appendix D for Sample Interview extract (Coding))
3. Creating categories for the generated codes bringing and grouping relevant codes together: The analysis of the transcripts and the categorizing have led to the following
two main categories:
The reasons for the existence of glass ceiling,
The possible solutions to break glass ceiling.
4. Label the categories by giving them related title: The factors are elaborated as follow:
Low Number of Women in the Labor Force.
11
Cultural Limits on Women.
Male Mindset.
Self-Imposed Limits.
o Connection and relationships between the categories and how they are connected were discussed under the Interpretation of the Result section below. This is will mainly be the
discussion of the study.
Interpretation of the Results
Factor1: Low Number of Women in the Labor Force
This factor illustrates that the number of women working in any organization (whether public
sector or private sector) is less as compared to men which is creating glass ceiling. For instance,
when we - as interviewer- asked participant 1 (P1) “Do you think that the glass ceiling exists?
What are the barriers, obstacles, challenges, that prevent women from reaching executive seats?”
(P1) answer was “you have less women competing against men. You have more men. You don’t
really see men quit their jobs for home. Not to lose point on the life we live, yes? Therefore, more
men dominate the workforce and fewer women compete against them. But again I do agree that
we need more women representation in boards and as CEOs in non-family business
organizations.”
Another interviewee (P6) also answered the same question she said: "Yes the answer, in my
opinion, I think it does exist and I do try to recall some examples of my own experience. Actually,
it did prevent me from going to a higher position in my two previous posts."
She concluded this argument from her previous examples and has given one more reason that
why the numbers of women are less at higher positions.
In addition, (P5) expressed her view on the changing trends of our societies in some other part
of the interview. An example of this is:
(P5): “In the beginning of 70’s we didn’t have enough women who were educated so therefore
it only made sense to appoint men. But with time we do have capable women and they’ve made
it, you’ve seen them. But we want to see more.”
The other participant (P2) also had the same kind of views and throws a light on the percentage
of graduated women who are not going for job. She comments on the imbalance in following
way:
(P2): “We need first to realize that the imbalance exists. 60% of our graduates are women,
where are they going? The CEOs should recognize there is talented women and address the
imbalance. Most of these women are not using their talents. They are not entering the
workforce.”
On the other side the participant (P3) commented: “If we are higher in number in the decision
making levels, I think we would be hiring more women.” This shows that there is a need to
increase the number of women in the labor force, so that more women should be hired. All the
comments by (P1), (P2), and (P3) points that due to low number of women in organizations, the
women employees are not getting the attention that they deserve, thus creating the glass ceiling.
12
The participant (P4) added that the women are capable of doing better than men, so we require
hiring more women. For example, she commented:
P4: “Women are very capable just like their male counterparts. They can do wonders. Sometimes
they outperform their male counterparts. Companies that are run by female CEOs tend to do
better globally.”
Factor 2: Cultural Limits on Women
This factor is discussing how the traditional and social culture limits forced by the societies affect
women’s job and why it is a reason for the existence glass ceiling.
The following quote of (P2) explained the cultural limits that might limit her at work.
(P2): “The definition has been put out there preventing women from reaching the top. I know
women who are all-rounded to perform optimally. I do not have kids at home or husband to mind
about. Socially, males do not care about this, but the society expects women to mind about
households.”
She added one more comment in support of the above view:
(P2): “It is also acceptable that the male should not attend Parent Teacher Meeting for their
kids. But the man can stay out late at night at the clubs. “
This reflects the social culture limitations that women are having. Due to the family pressure and
their old mindset, women are becoming reluctant to the jobs. The participant (P2) has also thrown
light on how family members put authority on women and restrict her to do certain things like
she said “Women are not expected to stay out long and therefore have reduced chances of
networking as it should be. There is therefore a cultural factor that plays a huge role in
perception.”
The interviewee (P7) also expressed the perception that our society creates for men and women.
She said (P7): "I think it’s the perception about the role of men and the role of women. The
perception that has been created and expected by the society. I think this is the main obstacle."
Another participant (P8) pointed that in some cases women itself puts limits on her and in other
cases our culture is responsible, as she stated “the woman herself put limits to her own
development. The second could be the culture around her. The culture limits or stereotypes or
classifies women for certain performance abilities.”
The interviewee (P5) also conveyed that there are cultural limits on the women set by her families
and surroundings. She commented:
(P5): "The main obstacles in our society in general I believe it’s because of our families,
surrounding, culture, because of the belief that women are weak and should have secure jobs
normal like anyone else"
But she also added that if a woman wants then she can break the glass ceiling. She stated (P5):
"but when the woman comes out of that box and sees her uniqueness in life …. Even for her
kids… do her kids see her as different from other mothers or just like any other……? It all starts
by herself. Once she empowered, it makes her more reliable on where she would like to go."
13
Also (P1) points out that there are people who support women and does not believe in stereotypes
but they are in minority. For example, she said:
(P1): “In some organizations you’ll find people with that kind of mentality where they don’t
believe in women but that I think is with minorities, it’s not a big issue.”
In addition, (P10) commented about the rules set by higher authorities which also do not support
women. These people have cultural mindset and believe to not favor women to go for education.
Likewise, she said (P10): “we always hear that we do not need quota for entering universities.
The quota is for boys because they are better. This means that with the number of decision
makers not favoring women, there will be glass ceiling.”
All these factors are indicating clearly that our traditional culture do put limits on the women
and does not permit her to play out of certain orthodox limits.
Factor 3: Male Mindset
This factor explains how men’s mentality affects women in various ways and is responsible for
the existence of the glass ceiling. All the participants have strong view that the male-dominated
arena is affecting the women labor force. One of the participants (P4) commented that (P4):
“Men feel threatened when their wives are CEOs and on TV and newspapers etc. the men are
afraid of this exposure and feel threatened. They also feel like they are losing control. Peer
pressure is also a factor from the friends, close or extended families.”
This clearly conveys that men are threatened by women’s career advancement; they fear that
women may take up their position.
Other answer received from (P9) when asked “what are the barriers, obstacles, challenges, that
prevent women from reaching executive seats?”
(P9): “This is the unconscious bias that allows those at the top to choose predominantly males
because they are more comfortable doing this.” She added “One of them is when you have an
unconscious bias, that highly male culturally dominated sub consciousness, to look at women,
yes we respect them but we don’t think that they can handle a job. That plays a huge role. That
is a comfort factor set by males.”
This clearly states that man had created a comfort zone for them and do not want to get it break
by women.
The participant (P6) also threw a light on the different attitudes of men and women towards the
household work. She shared her experience as follows:
(P6) "I was reading an article about a bit similar idea written why women who work at home
they suffer because they take the responsibility of the house. The man will not help unless you
request him because they know the housework is for the women and this comes from the
education."
(P1) also predicted that certain characteristics of men unable those not to quit job and this factor
lead to male dominance. Like (P1) said:
(P1): “You don’t really see men quit their jobs for home. Not to lose point on the life we live,
yes? Therefore, more men dominate the workforce and fewer women compete against them.”
14
The participant (P2) pointed out the reasons that why women quit the job due to family
commitments (especially husband) and social considerations. She commented on the situation
when the women have to go out for field visits:
(P2): “It turned out that these women had social considerations. Their families and husbands
did not want to go because it was too far. They were concerned about the women’s security etc.
So they took their husbands to see where they were to visit. This is when things started changing.
These experiences contribute to glass ceiling.”
This argument clearly shows that women have restrictions when they assigned for job that
requires filed visits in the interior. The participant (P8) shares her experience of her interview
with a minister, she said:
"Yes, once I was interviewing one of the ministers and we came to the seashore he said we can’t
have an executive secretary in my office because in need to call him all the time and cannot have
a lady which I can call at night while she is with her husband and family forgetting not all ladies
have families but it’s not fair to exclude them the jobs just because they are ladies." From her
story she clearly points out the possible reason for male’s mindset for women.
When we put the question to (P3) that “Are men better managers than women? “She answered:
(P3): “This perception is what men make us live in. But I believe we are equal in what God gave
us. I do not know why they would think that men are better managers.”
This shows that (P3) believes in gender equality and don’t think that both have different
capabilities. Most of the participants firmly believe that males are restricting women’s access to
the right resources which can help women to reach top.
Also (P10) added a supporting comment when asked about the reasons for glass ceiling. She
stated one of the reason as follows:
(P10): “….the parents especially the male parents and male relationships like brothers, uncles,
grandparents etc. could be the reason why they have certain picture or image of the woman and
put limits to her performance.”
Factor 4: Self-Imposed Limits
This factor explains that women herself put barriers on her performance. There are several
reasons including the change of priorities after marriage or kids, shyness to become manager or
leader etc. The participant (P9) answers to one of the question asked “Do you think the glass
ceiling exists? “:
(P9): “What we need to understand is that some women don’t make it for several reasons,
sometimes is by choice; some women don’t want to be big, you know… concerning the
priorities…some women their priorities change as they go on in life, some women choose home
over work. And home is a full-time job really. Some women will give up their careers for this.”
The other participant (P4) supports this argument by enlisting the possible ways why women
quit jobs. She commented:
(P4): “the reason could be the woman herself because she has adopted certain ways of living,
certain ways of thinking or certain ways of solving problems therefore putting limits to her
initiatives or performance. Like her level of education, qualifications and performance. In a
15
nutshell, the woman herself put limits to her own development.” She than added the comment in
which she talked about women in Oman:
(P4): “In Oman, the woman has been given every opportunity to succeed. The door is open for
her to enter into any profession. It is her choice not to be there. It’s a personal choice.”
In addition, the participant (P7) points out that all women themselves do not believe on each
other. Likewise, she said:
(P7): “Women still don’t vote for women; we are not confident with our skill sets.”
This all arguments show that the women had made a fence around her and do not want to cross
that barrier. It is her personal choice to become victim of glass ceiling. They generally give up
their careers for their families and are always reluctant to take initiatives.
Findings This section discusses the finding of the data analyzed and relates it to the literature review
provided in this study. The research findings have proved to support the literature in regards to
the glass ceiling impact on women. All the possible reasons that are responsible for glass ceiling
have been determined and the possible solutions to break it are addressed. The study confirmed
the following broad findings:
Some women lack confidence in team leading.
The career advancement opportunity is given to Omani women despite the challenges
she faces due to organization practices and culture.
Women lack some qualities and skills.
Women are more committed to family responsibilities
Some of barriers occurred because of the social culture, and gender stereotypes.
Lack of career progression support from organizations in both sectors and family
sometimes.
There is a need to raise awareness about the existing of the glass ceiling in most of
government and private sectors in Oman.
To dig deep more, and based on the data analyzed using thematic approach (please refer to
Appendix E for Final Thematic Map) the four factors developed from analysis of the codes:
Factor 1: Low Number of Women in the Labor Force
Factor 2: Cultural Limits on Women
Factor 3: Male Mindset
Factor 4: Self-Imposed Limits
The developed factors covered the reasons for the glass ceiling effect on Omani women in Oman
and how to overcome the barriers through possible solutions. Overall all the factors are
categorized as follows:
(1) Factors responsible for glass ceiling:
Less number of women participating in labor force
16
Lack of self-initiative in women
Some cultural limits such as social and traditional cultures hinder women from
reaching to higher position
The male-dominated occupation prevents woman from reaching a state of equality
among men in the workforce
(2) The possible solutions to break the glass ceiling are:
Educate and train women in the workplace in order to encounter the required skills
to reach to higher positions
There is a need to raise awareness about the role of women and for women to
understand their capabilities to take up challenging positions.
Constructive support is needed from family, organizations, and co-workers.
Opportunities should to be given to women to acquire high positions in her
organization.
Recommendations and Road Ahead Throughout the discussion and data analysis, the study has come up with very important
recommendation that will help women to climb organization ladder and to reach to the executive
suite. The recommendations resulted from the factors introduced. We have summarized the
recommendation into two main recommendations; Recommendations for Public and Private
Organizations and Recommendations for Omani Women.
Recommendation for Public and Private Organizations Whenever there is a better understanding of employee needs, organizations will gain more job
satisfaction which in return will improve productivities and optimize profits. Below are the
recommendations based on the finding mentioned in this study and they can be implemented in
phases to overcome the glass ceiling barriers.
Raising awareness about the glass ceiling and provide solution on how to overcome
barriers and obstacles that women faces in the workplace. Raising awareness is a very
vital element that will help women to understand their capacity, value and the differences
they can make in society.
Organizations should consider gender equality legislation. Such legislation has a
fundamental role to play in enhancing women’s career growth. By applying gender
equality women will be able to access same rewards and opportunity that given to their
male counterparts. Changing organization culture to create a biased environment and
achieving equality between both genders in the workplace can affects country’s overall
economic performance.
Introduce flexible hour’s strategy for women, to better balance work and family
commitments. Flexi hours reduce turnover of valued employee and increase
organizations performance.
Organizations should give women same opportunities that given to their male counterpart
to compete for higher-level job.
Should be given chances to come back to work even stronger after having kids or
pregnancies.
17
Provide training, self-enhancement and development programs for women. Training can
be developed as a part of HRD program, for instance, leadership program (e.g. Harvard
Executive and Leadership Courses, National CEOs Program etc.), interpersonal skills,
time management, emotional inelegance, strategy development, decision making in order
to gain more skills, qualities and qualification that will support her to reach higher
positions.
Offer mentoring and coaching program to share knowledge, learn how to build wide
networks and to turn weakness to strength.
Set clear objectives and goals and develop a comprehensive guideline on systematic
performance appraisal and giving them quarterly and yearly feedback on job
performance.
Recommendation for Omani Women
Women should understand the barriers and obstacles that hinder their advancement in the work
place and work towards overcomes these challenges. Some recommendations that will help
women to climb the organization ladder and achieve their ambitions are presented below:
Discourage self-limiting behavior by gaining self-confidence through attending
programs related to leadership programs and leading with confidence courses.
Women should identify the gaps within their skills and competences and bridge them by
attending the necessary training and self-development programs.
Women should seek for support from their family and parents if not given. They will
receive more encouragement from their family if they prove to them that their work will
not reduce time for family.
Grasp knowledge and attain every single opportunity that provides the path for their
career development and growth.
Women should define their career goals, know where they’d like to go and plan how to
get there.
Promote themselves and turn their weakness to strength.
Women should realize their dream and make it true through working towards setting their
goal and objectives and implement them.
Continue growing by exposing themselves to different work and know-how experiences.
Fight the stereotyping that men make better manager then women by contributing more
to organization current and future achievements.
Overall, the door is open for women in Oman to enter into any profession. As an Omani woman,
it is her personal choice that can lead her to success. If we can manage to treat these glass ceiling
manipulations now, we would be able to transmit this to the coming generations.
Limitations
18
The research about women in Oman is very limited and there is a lack of accurate data about women’s position in the top management. We were not able to find secondary data
about the statistics of women working in higher positions in Oman.
The current study is limited in focusing on Omani women working in private and government sectors. It might be good to have further study on the glass ceiling obtaining
men’s perception as well in order to compare both views and assessments.
Also, biased answers might be given by the participant due to their sensitivity to the glass ceiling or might have more loyalty to the organizations they belong to despite their own
opinion.
The number of questions asked (fifteen questions) and the number of women interviewed (ten women) time consuming. Also writing the transcript of ten recorded interviews and
analyzing data with this much of information in a very short time was big challenge that
we faced. Maybe future research on the same topic is recommended using quantitative
method with reducing number of questions and increasing number of participant. Some
of the interviewee preferred to speak in Arabic as they were more comfortable to express
their thoughts and opinions, therefore we had to translate the recoded interview into
English which was again time consuming process.
19
Appendix A
List of Interviewees Details
Name Job Title Organization Name Sectors
Ann Said AlKini Deputy Chair Person National Youth Commission Governments Sector
ButhainaAbdulazizAlBalushi Head of news
Reporter
Public Authority of Radio and
Television
Government Sector
BadriaAbdulrahmanAlSiyabi CSR Manager Omaran Development Private Sector
Hannat Ali AlHannai Manager Diversity
and Inclusion
Petroleum Development Oman
PDO
Government Sector
Khawla Said AlHarthy CEO Injaz Oman Government Sector
Malak Ahmed AlShibani Director General National Business Center PEIE Private Sector
MuniraAbdulnabi Maki General Manager
Corporate Support
Bank Sohar Private Sector
Mariam GhalidAlAlawi CEO Wasam Media Private Sector
Siham Ahmed AlHarthy General Manager
Real Estate
Development
Ministry of Housing Government Sector
Zahara Mohammed VP Corporate Affair Bank Muscat Private Sector
Zina Abudllah Alharthi Director General Green Room Communication Private Sector
20
Appendix B
Interview Questions
Candidate Name: Job Title:
Organization Name: Sector:
The ‘Glass Ceiling’ Impact on Omani Women in the Workplace
The ‘Glass Ceiling’ concept became known in the 1986, when its “first appeared in the Wall
Street Journal in 1986 and was then used in the title of an academic article by A.M. Morrison”.
Glass Ceiling became a public metaphor used to express the unseen barriers that women face,
preventing her from reaching higher positions in the workplace. Women may not feel the barrier
until they are held back from progressing up the corporate ladder.
Interview Questions
Barriers and Challenges:
1. Do you think that the glass ceiling exists? if yes, can you provide an example from your
own or others experience?
2. Why it has been so difficult to eliminate the glass ceiling, what are the barriers,
obstacles or challenges that prevents women from reaching to executive suite (e.g.
inequity, recognition etc.)?
3. In your opinion, how to overcome these challenges? what steps to be taken?
4. Women normally perceived a very emotional and more into family commitment and
keener to maintain a role raising children. Is this can be a reason which women’s
conflicting between work and family demand hence preventing her from reaching to the
top position?
5. Do you think that the glass ceiling is sector centric?
Skills:
6. There are few women that have become Chief Executive Officers (CEO) of large
organization and few are on the boards of directors. In your opinion, why some women
in senior level was able to overcome obstacles or challenges and break through the
glass ceiling?
7. Do you think there are need for specific recourses, skills, tools characteristics, certain
traits or qualities that women should encounter in order to break through the glass
ceiling?
8. Do you think that something need to be done through legislation, organizational
culture, structure, society, skills enhancement etc.?
Organizational Culture - equality of genders
9. Do you think that the employers use statistical or quota decisions where they determine
who can be promoted and who can fit in?
21
10. Women not aggressive and tough enough, or sometime she lacks of enthusiasm in
taking on challenging assignments in comparison to men? do you think such a
stereotyping has to do with their career growth?
11. Do you think that social force aspect for example, gender-based stereotyping effects
women progression?
12. Gender equity is vital element of organizational culture and in order to enhance
women’s opportunities in the organizations this element should be considered. Do you
think that organization should consider gender-equity? If yes, how?
13. Do you believe that women are as capable as men to serve in the executive suite? Or do
you think that women have to perform better than their male counterparts to be
promoted to the same position? (Perceptions that men make better managers than
women!)
Final Views:
14. In your opinion, what the organizations need to undertake to support the advancement
of women?
15. What is the advice you would share with women who are trying to climb the
organization ladder?
Thank you very much for your participation
22
Sample Interview Questions and Key warding
23
Appendix C
Sample Interview Transcript
24
25
26
27
28
Appendix D
Sample Interview Extracts
29
30
Appendix E
Final Thematic Map
31
References Al-Lamky, S. (2006), “Feminizing leadership in Arab societies: the perspectives of Omani
female leaders”, Women in Management Review, Vol. 22 No. 1, pp. 49-67.
Anon, (2017). [online] Available at: http://www.feminist.org/research/business/ewb_glass.html
[Accessed 5 Jun. 2017].
Budhwar, Pawan S., Saud Al-Yahmadi, and Yaw Debrah. "Human Resource Development In
The Sultanate Of Oman". International Journal of Training and Development 6.3 (2002): 198-
215. Web. 24 May 2017.
Brenda J. Wrigley (2009): Glass Ceiling? What Glass Ceiling? A Qualitative Study of How
Women View the Glass Ceiling in Public Relations and Communications Management, Journal
of Public Relations Research, 14:1, 27-55
Bajdo, L.M. & Dickson, M.W. Sex Roles (2001) Perceptions of Organizational Culture and
Women's Advancement in Organizations: A Cross-Cultural Examination. Spring LinkVolume
45, Issue 5pp 399–414
Catalyst. Women CEOs of the S&P 500. New York: Catalyst, April 25, 2017.
Davidson, Marilyn, and Ronald J Burke. Women In Management Worldwide. Print.
Jadesimi, A. (2016). Female Leadership: The Glass Ceiling Is Cracked, Not Broken. [online]
Leadership. Available at: http://Female Leadership: The Glass Ceiling Is Cracked, Not Broken
Kemp, L. and Madsen, S. (2014). Oman's labour force: an analysis of gender in management.
Equality, Diversity and Inclusion: An International Journal, 33(8), pp.789-805.
Kephart, P. and Schumacher, L. (2005). Has the 'Glass Ceiling' Cracked? An Exploration of
Women Entrepreneurship. Journal of Leadership; Organizational Studies, 12(1), pp.2-15.
Linzi J Kemp Susan R. Madsen, (2014),"Oman's labour force: an analysis of gender in
management", Equality, Diversity and Inclusion: An International Journal, Vol. 33 Iss 8 pp. 789
– 805
Morrison, A. M., R. P. White, E. Van Velsor and The Center for Creative Leadership: 1987,
Breaking theGlass Ceiling (Addison-Wesley, Reading, MA).
Merida L. Johns, PhD, RHIA. “Breaking the Glass Ceiling: Structural, Cultural, and
Organizational Barriers Preventing Women from Achieving Senior and Executive Positions.”
Perspectives in Health Information Management (Winter 2013): 1-11.
32
Mofa.gov.om. (2017). Women & Social Development – وزارة الخارجية العمانية. [online] Available at: https://www.mofa.gov.om/?p=748&lang=en [Accessed 5 May 2017].
Newspaper, M. (2017). Omanis constitute 38.7% of public and private sector women employees:
MoCS - Oman. [online] Muscat Daily News. Available at:
http://www.muscatdaily.com/Archive/Oman/Omanis-constitute-38.7-of-public-and-private-
sector-women-employees-MoCS-4rfj [Accessed 1 May 2017].
Ncsi.gov.om. (2017). National Centre for Statistic and Information. [online] Available at:
https://www.ncsi.gov.om/Pages/NCSI.aspx [Accessed 1 May 2017].
Oakley, J.G. (2000) Gender-based Barriers to Senior Management Positions: Understanding the
Scarcity of Female CEOs. Journal of Business Ethics, Volume 27, Issue 4, pp (2000): 321–
33427:321.
Parker, K., Horowitz, J.M. and Rohal, M. (2015), “Women and leadership”, Pew Research
Center, 14January, available at: www.pewsocialtrends.org/files/2015/01/2015-01-14_women-
andleadership.
Powell, G. N., & Butterfield, D. A. (1994). Investigating the glass ceiling phenomenon: An
empirical studyof actual promotions to top management. The Academy of Management Journal,
37(1), 68–86.
Sabharwal, M. (2013). From Glass Ceiling to Glass Cliff: Women in Senior Executive Service.
Journal of Public Administration Research and Theory, 25(2), pp.399-426.
Sultanate of Oman: Decent Work Country Programme 2010-13”, available at:
www.ilo.org/public/english/bureau/program/dwcp/download/oman.pdf
Sultanate of Oman. Omani labour law part five. Employment of juveniles and women chapter
two. Employment of women”, available at:
www.manpower.gov.om/en/law_women_juveniles.asp
The Economist. (2017). The glass ceiling. [online] Available at:
http://www.economist.com/node/13604240 [Accessed 1 May 2017].
Zenger, J. and Folkman, J. (2012), “Are women better leaders than men?”, Harvard
BusinessReview, 21 March, available at: https://hbr.org/2012/03/a-study-in-leadership-women-
do
Ab Salem/feedback10.jpeg
Ab Salem/feedback3.jpeg
Ab Salem/feedback_1.jpeg
Ab Salem/feedback_2.jpeg
Ab Salem/feedback_4.jpeg
Ab Salem/feedback_5.jpeg
Ab Salem/feedback_6.jpeg
Ab Salem/feedback_7.jpeg
Ab Salem/feedback_8.jpeg
Ab Salem/feedback_9.jpeg
Ab Salem/Interview Questions.docx
Interview Questions for Emirates Airline Customers
Name:
Age:
Nationality:
Stage one (Your Experience with Emirates Airlines):
1. How often do you fly Emirates Airlines?
2. What are the reasons?
3. What do you think are the Strengths and Weaknesses of Emirates Airlines?
Stage 2: Emirates Brand Image
What is the image of emirates in your mind?
Can you identify our logo?
Do you know our company vision?
What distinguishes Emirates from other airlines?
Do you trust the services of Emirates?
Stage 3: Advertising & Brand Image
How often do you see ads of Emirates airlines?
Where do you see these ads?
What is the last commercial you can remember for Emirates Airlines?
How does that ad correspond with the image of the company in your mind?
Is your choice of Emirates Airlines influenced by your previous experience with the company or with the ads?
Is there gap between the image of the Emirates in the commercial and its image in your mind?
Stage 4: Event Sponsorship Questions
Are you aware of any Emirates-sponsored event? If yes, please specify.
What image does Emirates Airlines try to communicate through its events sponsorship?
Does the sponsored event communicate the same image of the company you have in mind?
Do you think sponsorship is more effective to sustain the brand image of Emirates than conventional advertising?
Is there anything you want to add?
Ab Salem/Proposal.docx
RUNNING HEADING: ADVERTISING & BRAND IMAGE
Advertising & Brand Image 11
The Effects of Advertising and event sponsorship on Emirates Airlines Brand Image.
1. Research Background
In today’s competitive market, companies are working hard to emotionally connect with their customers. Maintaining a strong brand image is an effective strategy to establish lifelong relationships with customers. Branding is a complex concept that encapsulates several things. Zdravkovic (2012) defines branding as “the way customers perceive the company. In its most basic form, brand image is the company’s promise to the customer. It tells customers what they can expect from the products and services” (p.118). Brand image is a key factor in business sustainability, hence the need for companies to establish and sustain a strong brand image. It is through sustaining a strong brand image that companies can stand out among their competitors. Advertising plays a crucial role in promoting brand image. This project investigates the effect of advertising on the brand image of Emirates Airlines.
2. Research Problem
The impact of marketing strategies on brand image has attracted the attention of marketing experts over the last few decades. A few studies have been carried out on the link between marketing strategies and brand image. These studies have sought to establish a theoretical framework for the study of branding, consumer-based brand image and marketing strategies. This project seeks to propose advertising as a key factor in maintaining brand image. It attempts at measuring the impact of this marketing strategy on brand image in relation to Emirates Airlines. It proposes that, in order to sustain its brand image, the airline company should strengthen its advertising campaign.
3. Research Question: How do advertising and event sponsorship affect brand image?
4. Research Objectives
This research aims at achieving two objectives.
· Measuring the effects of advertising on the brand image of Emirates Airlines.
· Proposing advertising as an effective tool to promote and maintain brand image and repeat customers.
5. Brief Literature review
Creating and maintaining a strong brand image has been the subject of substantial academic research in the fields of marketing and business management over the last few years. A strong brand image ensures sustainability in today’s open and competitive market (Afif, Hardiyanto & Suwandarii, 2016). a few studies have focused on the role of brand image in as a valuable asset for any company (Afif, Hardiyanto & Suwandarii, 2016; Dolnicar & Grün, 2014). A review of the literature available reveals that the study of brand image has-most of the time-conducted in connection to marketing strategies (Dolnicar & Grün, 2014). Approaches to brand image have gone in tow major directions. The first direction includes those studies that have approached the topic from a financial point of view (Carrillat et al., 2015; Ur Rehman & Ishaq, 2017; Dall’Olmo Riley, Hand & Guido, 2014). For example, (Ur Rehman & Ishaq, 2017) explores the strength of brand image by calculating the net revenues the image has brought to the company. This approach links the strength of brand image to the financial status of the company. The financial status of the company reflects the success of the brand up to large extent. However, it does not account for customer loyalty and repeat customers (Yang & Ha, 2014). Since brand image is closely linked to customers, a customer-based approach would be appropriate. This is the second direction in which academic research has gone. Researchers have set to explore the brand-image from the customer perspective (Munir et al., 2017; Allman et al., 2016). According to, Allman et al. (2016), “products are made by companies and brand images are made by customers” (p.48). This quote captures the essence of the customer-based approach to brand image.
Today’s customers are highly sensitive to branded products (Munir et al., 2017). Brand image can be defined as “an impression or an imprint of the brand developed over a period of time in the consumer’s mindset” (Allman et al., 2016, p.60). In academic and business circles, brand image is usually studied in connection with the company’s marketing strategies. it is considered as a direct result of the company’s marketing strategies, including advertising, corporate social responsibility (CSR) and events sponsorship (Yang & Ha, 2014). In so doing, companies have turned their attention lately to improve their advertising and sponsorship policies in am attempt at directly influencing the customer purchasing behavior. There have been some efforts at studying the effect of advertising on maintaining a strong brand image. For instance, Ur Rehman & Ishaq (2017) address the impact of brand image on the purchasing intentions of customers and call for consistency in advertising as a way of maintaining a good brand image. They argue that a good brand image is something that companies build through “consistent implantation by way of advertising” (Ur Rehman & Ishaq, 2017, p. 58). Afif, Hardiyanto & Suwandarii (2016) make a similar argument when they claim that brand image is the accumulation of views about the brand as a result of advertising and involvement in community services. As a result, brand image plays a key factor in the company’s sales (Hardiyanto & Suwandarii, 2016).
Brand image has also been studied in relation to events and commercial sponsorship. Fanagel & Bratina (2007) address sports sponsorship, as one kind of commercial sponsorship, in promoting the brand image of a company. They argue that the main objective behind commercial sponsorship is promoting the image of the company and enhancing its presence in the market (Fanagel & Bratina, 2007). A similar study has been carried out by Zdravkovic & Till (2012). They explore the effectiveness of sponsorship in creating a strong brand image for the company. they developed a theoretical framework to measure the impact of sponsorship on the brand image. The study concluded that commercial sponsorship has a positive effect on customer-based brand image (Zdravkovic & Till, 2012). What these studies have tried to establish is a correlation between the brand image and the different marketing strategies of a company. however, their approaches tended to look at one marketing strategy at a time. This research will try to bring two strategies together under one study: advertising an event sponsorship. The research will explore the question of brand image in relation to these two strategies from a customer perspective.
6. Research Methodology:
Data Collection: The research will apply a qualitative research method. This method seems to fit the objective of the research since it is concerned with understanding how advertising and event sponsorship affect brand image.
Semi-structured interviews will be conducted between March 15 and April 10, 2018. The research aims at conducting up to 30 interviews plus any needed follow-up interviews during this period of time. It is also anticipated that up to 10 follow-up clarifying interviews with be conducted with the participants once the collected data is analyzed. This is meant to verify the findings of the proposal.
Interviews will be recorded and they are expected to last around 30 minutes each. They will be informal, open-ended and will run in a conversational style. The survey will target two types of participants. The first type are customers of Emirates Airlines that I will meet at some local travel agencies. These participants will contribute their first-hand experience with the airline to the research. It is anticipated that they already have a certain image of the airline in mind. the purpose of these interviews is to test how advertising affects their purchasing behavior. The second set of interviews will be conducted at shopping malls and will target normal people, probably with no previous experience with the airline. The focus of these interviews is on the way the Emirates brand image is built for these people and on whether these participants are aware of any ads for the company. The following graph illustrates the research design:
Research Question
Semi-Structured Interviews
Thematic Analysis
Findings and Recommendations
Data Analysis: A qualitative method of thematic analysis will be applied in this research. The aim of the research is to be able to propose advertising and events sponsorship as effective ways of sustaining brand image. Accordingly, the research will seek to establish correlations between these two marketing tools and brand image. A thematic analysis, as a flexible method, will help us go beyond mere observations to interpreting the role of advertising in brand image. In analyzing the interviews, two distinct processes could be applied:
(1) A deductive process: the data will be analyzed and interpreted using the templates from the theoretical background; this process is theory-driven. It will start by observing the behavior of the participants and try to formulate the proposition that: advertising and sponsorship sustain brand image.
(2) An inductive process: a possibility for the data to contribute to the reformulation of some aspects of the theoretical framework was considered; and this process is data-driven.
7. Validity, reliability and ethical issues
Validity: in qualitative research, validity means how appropriate is the research design to answer the research question and to reach the desired outcome. Since the research seeks to answer the “how”, qualitative research is appropriate. The interviews will help the research understand how advertising affects the brand image of emirates airlines.
Reliability: the population of the research will be around 30 persons. In qualitative research, it is agreed that any number between 30 and 100 is enough to make the research approach reliable (Dörnyei, 2007).
Ethical Considerations: The researcher will ask the participants sign an Informed Consent that specifies the objectives of the research and assures their confidentiality.
8. Resources Needed
As the interviews will be conducted in travel agencies and in shopping malls, the only resource needed is a good voice recorder to be able to record the interviews and analyze them later.
Expected Outcome of the Research:
· Provide an understanding of how advertising and sponsorship positively affect brand image.
· Propose advertising and sponsorship as effective tools of developing and maintaining brand image.
· Help managers determine the potential returns from marketing strategies.
Limitations of the Research: The research uses a qualitative research method. The method is appropriate to understand how advertising sustains brand image. Qualitative research method is good to understand the behavior of the participants towards the company. However, to get a better understanding of the phenomenon and to be able to test the research proposition, a mixed-research method would be appropriate. A QUAN QUAL research scheme will be able to answer the research question but will also determine what affect brand image among customers.
9. Action Plan
|
Time |
Research Activity |
|
February 20 -March 14 |
The literature review: Reading + Notetaking |
|
March 14-April 10th |
Data collection: conducting the interviews |
|
April 10th -April 25th |
Data Analysis + follow up interviews (if needed) |
|
April 30th |
Submission of the first draft |
10. References
Afif, N. C., Hardiyanto, N., & Suwandarii, L. (2016). The Influence of Market Strategy and Marketing Mix Toward the Brand Image of Pertamax and The Implication Toward the Consumer's Decision Making of Purchasing Fuel in Jakarta. Research Journal of Politics, Economics & Management 4(4), 131-151.
Allman, H. F., Fenik, A. P., Hewett, K., & Morgan, F. N. (2016). Brand Image Evaluations: The Interactive Roles of Country of Manufacture, Brand Concept, and Vertical Line Extension Type. Journal of International Marketing, 24(2), 40- 61
Carrillat, F. A., Solomon, P. J., & d'Astous, A. (2015). Brand Stereotyping and Image Transfer in Concurrent Sponsorships. Journal of Advertising, 44(4), 300-314.
Dall’Olmo Riley, F., Hand, C., & Guido, F. (2014). Evaluating Brand Extensions, Fit Perceptions and Post-Extension Brand Image: Does Size Matter? Journal of Marketing Management, 30(9-10), 904-924.
Dolnicar, S., & Grün, B. (2014). Including Don't Know Answer Options in Brand Image Surveys Improves Data Quality. International Journal of Market Research, 56(1), 33-50.
Dörnyei, Z. (2007). Research Methods in Business: Quantitative, Qualitative and Mixed Methodologies. Oxford: Oxford University Press.
Fanagel, A., & Bratina, D. (2007). Commercial Sponsorship, Brand Image and WTA Tournament. Enterprise in Transition: International Conference Proceedings: 1- 11
Munir, S., Humayon, A. A., Ahmed, M., Haider, S., & Jehan, N. (2017). Brand Image and Customers' Willingness to Pay a Price Premium for Female's Stitched Clothing. Pakistan Journal of Commerce & Social Sciences, 11(3), 1027-1049.
Ur Rehman, H. I., & Ishaq, Z. (2017). The Impact of Brand Image on Purchase Intention: Moderating Role of Store Image in Pakistan's Retail Sector. IUP Journal of Brand Management, 14(3), 54-66.
Yang, S., & Ha, S. (2014). Brand Knowledge Transfer Via Sponsorship in the Financial Services Industry. The Journal of Services Marketing, 28(6), 452-459.
Zdravkovic, S., & Till, B. D. (2012). Enhancing Brand Image Via Sponsorship. International Journal of Advertising, 31(1), 113-132.
Ab Salem/Structure of Final Consultancy Report - Assessment 2 (1).docx
MGT524 Business Consultancy Report - Structure of Management Report
1. Cover page
2. Contents page (with accurate page numbers)
3. Executive summary (should be one page long - with details of research problem/question, methodology, results, and recommendations)
4. Research context/ background – e.g. about organisation and its situation, need for the research explained and justified
5. Terms of reference (e.g. Aim, Objective(s), Research problem or Research question, Research outputs)
6. Literature Review (including theory, or theory could be a separate section)
7. Hypotheses (for quantitative method studies only)
8. Methodology (Research approach/design; Sampling; Design of questionnaires or interview schedules; Data collection method(s); Pilot study/Prestudy (if applicable); Validity and Reliability issues; Ethical considerations
9. Results (Data analysis, interpretation of results; qualitative: give sample extracts from interviews; quantitative: descriptive statistics in customized tables and in charts; key results in customized tables – do not include SPSS output in this section)
10. Recommendations (link back to your objectives and research question; recommendations are analysed and justified; advice for implementation, e.g. timescales, planning resources needed)
11. Research limitations
12. References (in alphabetical order in Harvard format, at least 12 references, including at least 5 refereed journal articles)
13. Appendices (e.g. your questionnaire or interview schedule; qualitative: an example of one interview transcript that has been annotated with your analysis; quantitative: samples of SPSS output, with annotations to explain key details and your interpretation – do not include it all, and not repeated tests/calculations)
7,000 words (+/- 10%) including tables, figures and references but excluding appendices.
12 pt, single line spacing, blank line between paragraphs. Deadline: 16th May 2018.