Managing Gender Equality in the Workplace: A Study on ASDA

BUSINESS RESEARCH
PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................3
Research proposal...................................................................................................................3
Literature review....................................................................................................................4
Research methodology...........................................................................................................6
Data analysis and interpretation.............................................................................................7
Conclusion and recommendation.........................................................................................16
Reflection on effectiveness of research methods.................................................................17
Alternate research methodologies........................................................................................18
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................21
QUESTIONNAIRE..............................................................................................................21

INTRODUCTION
Managing equality and diversity is the latest issue in the current competitive market
because the competition is high and to face this many companies use inequitable practices. Thus,
for success it is necessary that company provides equal opportunities to all the employees
irrespective of gender, income, age, religion or any other basis (Foster, 2019). In the current
world the workplace discrimination is the latest issue and in that also the gender inequality is the
major issue. Gender inequality is the issue which arises because of the reason that company uses
discriminating practices and provide more preference and opportunities to males as compared to
females. Thus, the present research is based on the study of issues being faced at time in order to
manage the gap between the males and females of employees of ASDA. This company is a
retailer of supermarket chain which was founded in 1949 and deals in merchandising, grocery,
financial services and many other services.
Aim
“To investigate the issues faced at time of managing gender equality in order to reduce
workplace discrimination. A study on ASDA.”
Objectives
 To understand the concept of workplace discrimination.
 To evaluate the impact of high gender inequality over productivity of employees with
regards to ASDA.
 To analyse different challenges faced by ASDA while managing gender equality.
 To recommend some measure for reducing gender inequality and improving productivity
of company.
Research questions
1. What is the concept of workplace discrimination?
2. What is the impact of high gender inequality on productivity of employees?
3. What are the different challenges faced by ASDA in managing and promoting gender
equality?

4. What are some recommendations for reducing gender inequality for improvising
productivity of company?
Research proposal
Covered in research proposal form
Literature review
Concept of workplace discrimination
In the words of Taylor, (2018) workplace discrimination is defined as the difference
which is being created at the workplace by the employer on the basis of gender, age, pay,
income, knowledge, caste, race, religion, colour and many other differentiating factors. This
existence of workplace discrimination is very popular within the workplace because of the
reason that there are people of different qualities and temperament and all have different thinking
relating to work. But in workplace discrimination also the major issue is the gender inequality
which is very high at the workplace.
In opinion of Falk and Hermle, (2018) gender inequality is a concept which is prevalent
in every business and company whether be it big or small does not matter. Gender discrimination
is defined as the difference created on the basis of gender that is males are being given more
preference than female employees in all measures whether be it work related, related to pay they
get or related to the role they have in management and leading the business organizations.
As against of this Daly (2019) articulates that the discrimination can be on the basis of
age as well because many companies and people feel that old employees are less competent as
compared to the younger ones. This is majorly because of the reason that people have feeling
that if the person has become older then they will not be able to perform their task in better way
and will only increase the expenses of the company. Discrimination within the workplace is
mainly based on the certain prejudices that occurs when an employee is been treated as
unfavourably due to gender, race, religion, sexuality, maternity and pregnancy or the disability.
In other words it means as an unfair treatment of the employees in term of unequal pay,
incentives, caste, culture etc. It takes place when an employer or supervisor discriminates against
employee with regard to work related decisions with an inclusion of such issues like hiring,
promotions, firing and availability of the benefits. There are some state and the federal laws in a
place for protecting an employee from the discrimination within the workplace.

Impact of high gender inequality over productivity of employees.
In the views of Polcuch, Brooks and Bello, (2018) the major impact of the gender
inequality being practices by the company is on the productivity of the employees. This is
majorly because of the reason that if the employees will be ill- treated then they will not have
their concentration in the work. Thus, this will result in the decrease in the productivity of the
employee and will result in overall decrease in the company’s profitability. Another important
issue is the pressure which is created on the employees when discrimination is being spread over
the employees then it creates negative environment and to sustain in that environment the
employees goes under some mental pressure and this reduces their working capacity hence
resulting in reduction of overall productivity.
But on the flip side, Van der Vleuten, (2016) states that another impact of gender
inequality is that this will demotivate the employees as this discrimination will spread a negative
environment within the workplace and every employee will not like the differences being made
among the employees. Hence, this will also have an impact over the working capacity of the
employees and in the end, it will result in decrease in the morale of the employees. Thus, if the
employees will not be motivated then they will not perform in the intended manner. Hence, this
will impact the overall productivity of the company and the profitability of the company will
decrease.
Gender discrimination has a direct impact on the productivity of the workers as due to this
they caused with mental issues. An individual who is been discriminated at the work might
develop higher level of anxiety and are more prone to the depression and outbursts. This in
turn results to adverse effect on the ability of the workers in performing their job or duties.
Moreover, it increases the conflict at the workplace which shift the focus of the team from
their respective duties to drama of office. It could fracture the team, with a single group
siding with person discriminated over and one side for alleged discriminator. This permeates
the firm down towards significant activities which results fall in the overall morale and the
performance of an enterprise. Thus, poor morale has the negative impact on the corporate
culture and is directly felt by that of the customers. Furthermore, with an increase in conflict
and the morale falling, productivity would diminish as well. As the business leader,
managers must know that the employees who are motivated and comfortable at the work are
the best performers. When the people try to avoid the negative behaviour of employees like

experiencing or witnessing the gender discrimination, it could have significant effect on
bottom line of business itself. Employers must also be concerned with more than company's
morale and the productivity at the time when it comes to gender discrimination. There are
some legal issues which need to be considered, any sort of the discrimination involves
gender equality which lead to an adverse type of legal actions. In case the company does not
addresses discrimination actions and the accusations appropriately, disgruntled employee
can bring lawsuit against company for not preventing or protecting their rights.
Challenges faced by companies in order to manage gender equality.
With regards to the thinking of Leung, (2020) there are many challenges which the
company faces in reducing gender inequality and promote equality among both the gender. The
major challenge which the companies faces at time of reducing workplace discrimination based
on gender is the cultural differences which is present at the workplace. This is majorly because
of the reason that in different cultures there are different believes relating to working women and
within company there are employees from diverse cultures. Thus, every employee at the
workplace has different approach of treating a working woman differently.
In against of this Resnick, (2018) criticizes that major challenge in promoting gender
equality at workplace is the acceptance of employees that women can work in competition to
males. This is majorly because of the reason that most of the people has thinking that women are
not much capable of working in corporate world. Hence, because of this thinking and mentality
the people are not able to accept the fact that women work. Thus, this result in discriminating
among the male and female and as a result of this the females are mistreated and provided with
less opportunities as compared to males.
But in contrast to this Martinsson and Griffin, eds., (2016) states that another major
challenge which is being faced by companies at time of implementing policies of gender equality
is that many people think that women have less knowledge of the market and the corporate world
and the are better at doing the household stuff. But this is not the reality and women also have
good knowledge and education relating to the issues going within the market place. Thus, this
also causes some challenges at time of implementing strategies of promoting gender equality at
the workplace in order to decrease the workplace discrimination. The challenges that are faced
by the company in managing the gender discrimination within the workplace relates to