Report on Emerging Themes and Their Impact on Business Strategy

This report examines emerging themes shaping the business environment, particularly within the event management sector. It begins with an introduction to the concept of themes and their influence on business practices. The report then analyzes the current impact of key pillars, including the evolving work environment, technological advancements, societal shifts, and the emerging industry and market dynamics. The report focuses on a wellness event, “Mental Health Day,” planned for GSM London students. Task 1 critically evaluates the impact of emerging themes, and Task 2 provides a critical discussion of these themes, highlighting the challenges and opportunities they present. The report analyzes the implications of these themes on the future of the event management sector, offering recommendations for businesses to adapt and thrive. The report concludes with a summary of the key findings and recommendations, with references to support the analysis.

EMERGING
THEMES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Critical Evaluation of Current Impact of Pillars of Emerging Themes......................................1
TASK 2............................................................................................................................................3
Critical Discussion of Emerging Themes...................................................................................3
Critical Analysis of the Implications of Identified Themes on the Future of Business..............6
Provision of Justifiable Recommendations.................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES .............................................................................................................................10

INTRODUCTION
Theme refers to an idea which is effectively unifies certain activities and helps in
broadening concepts about a specific subject matter. In the business environment, there are
various emerging themes which are shaping up the scenario of how several aspects as well as
events are managed within the same (Kittinger and et. al., 2013). The following report is based
on these emerging themes and involves a detailed event planning related to wellness for GSM
London Students. It includes an effective insight within the pillars of emerging theme as well as
critical evaluation of the current impact of the same. In addition, the report also involves a
critical analysis of the implication of the identified theme with respect tot he future of business of
event management sector, with emphasis to various challenges and opportunities.
TASK 1
Critical Evaluation of Current Impact of Pillars of Emerging Themes
In the business environment, it is crucial to understand the current trends which influence
the marketplace and all its variables. Moreover, with respect to the event industry, these trends
have a wide impact on the management of event, which makes it necessary to evaluate their
current impact.
A wellness event is being organisation in GSM London by the name of “Mental Health
Day”, which would be focusing on the mental health of students within the campus. However,
there are several pillars of emerging themes which have been identified in relation to the event,
which have a wide impact on the same as well as in the wider business environment. Impact of
these various pillars is critically evaluated below:
 Emerging Work Environment:
The work environment is changing drastically and the previous business and management
models are witnessing structural and functional change, A more flexible, casual, technologically
advanced and culturally integrated environments are now being formed which are shaping up the
industry in a favourable manner and having a strong impact on the same (Wieland, Handfield
and Durach, 2016).
 Emerging Technologies:
The overall business environment is witnessing rise in technology in various sectors.
With rise in Automation and Artificial Intelligence, there are several new opportunities, which
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are emerging for organisations (Abrahart and et. al., 2012). Furthermore, with rise in Information
and Communications technology, the impact of emerging technologies are mostly positive with
respect to creation of a healthier work environment. Furthermore, these advancements also relate
to formulation of more open societies which induce cultural integration, that is beneficial for
individuals, groups and societies to make a business activity a success.
 Emerging Change in Societies:
Societies these days are more practical and have a wide and positive approach towards
national and cultural integration. Moreover, with emerging work environment as well as
advanced technology, more awareness is being spread about importance of mental health. These
themes are very much interrelated with respect to wellness. Along with this, creative and
technologically advanced approaches are being adopted by societies to deal with mental health
problems in individuals.
 Emerging Industry and Market:
This theme is centralised towards emerging event industry with respect to wellness and
market related to stress and mental health. Currently, there is rise in both these elements.
Furthermore, this theme has a wide impact on the event which is being organised for GSM
students as well. However, it is first crucial to determine the interrelationship of this theme with
previous themes mentioned above. The emerging work environment within the industry has
resulted in more innovative approaches in dealing with mental health. Furthermore,
technological advancements have also been quite effective in relation to reducing stress amongst
individuals. As for emerging societies are concerned, culturally and nationally integrated
societies are helping each other by sharing effective knowledge and resources which help them
in dealing with stress. Thus, there is a strong interrelation between all these themes, which
further increases the impact of emerging industry and market on the event (Yuan, Zaidi and
Brueckner, 2013).
Currently, the event industry is emerging at a quite an effective pace, with respect to
dealing with mental stress. As for the overall industry, the scope of events in relation to dealing
with stress and improvement in mental health is widening. To approach mental stress in a
progressive manner, there are effective campaigns all over the UK which are being held in
relation to dealing with this problem. In fact, there are several campaigns at global level which
have actually created a big difference in in respect to achieve better health standards (5 Mental
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Health Campaigns that Made a Difference, 2018). Thus, it could be evident from this fact, that
the event industry is emerging and enhancing its operations towards reduce mental stress. As for
markets, according to various surveys, there is at least one individual in the group of 8,
belonging to age group of 5-19 suffer from mental health (One in eight of five to 19 year olds
had a mental disorder in 2017 major new survey finds, 2019). This makes it quite evident that
the market is also emerging and more initiatives are required to be taken to improve their
conditions.
If results of these surveys are applied at the campus, there are still a severe need to
conduct this wellness event. However, it is crucial to determine the current impact of emerging
industry and market on the event and on the wider sector (Hede and Kellett, 2012). Since there
are initiatives being taken to deal with the problem, this event could use variety of examples of
how best to manage the activities being undertaken. However, with campaigns such vast in size,
this could possibly raise the threat for the event where preference of individuals are concerned.
Where the market is concerned, rise in stress levels in students of the campus could be an
opportunity for the event to acquire more individuals towards them. Yet, mental stress is still
treated as a stigma in the market. This would affect the preference of students, for the fear of
being judged, which would be harmful for the success of the Mental Health Day event. Thus,
emerging industry and market have both positive as well as negative impact on the discipline as
well as on the wider market.
TASK 2
Critical Discussion of Emerging Themes
There are various themes which could be identified from the article and are important to
be critically discussed as to identify its impacts on the event industry. Following is the critical
discussion of the emerging themes along with their impacts:
 Emerging Work Environment:
With respect to the wider business environment, there is a quite positive impact of this
pillar on the way the overall event industry is managed (Torii, Hartley and Nelson, Georgetown
University, 2013). The traditional environment in business organisations are gradually
decreasing which has a positive impact on event management. For instance, organisations no
longer adopt the strict working hours schedule, so this provides ease and comfort for individuals
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working in event management. Moreover, the work environment is also casual, which is
convenient for Generation Y employees to showcase their creative talents effectively. However,
such changes in the working environment often enhances chaos in the workplace. If the same is
evaluated in respect of the event being organised for GSM students, this would allow students to
exchange their views more openly and creatively, contributing to productivity of the product.
Whereas, a negative impact of this emerging theme would be that it might lead to rise in conflicts
which might hinder the efficiency of this event (Müller, 2015).
 Emerging Technologies:
With advancements like Artificial intelligence and automation, technology has gone a
long way as far as event planning and execution is concerned. Furthermore, with easy access to
these technologies without much investment, it further develop the scope of using the same for
events. As per the article, there are various advancements in technology which were only a
concept in the past and are reflecting towards a more plausible as well as progressive future. As
for the events industry, Virtual Reality is one of the most prominent approach used currently
within the industry for its appropriate management, despite of being physically present. This
further reflects aspects of the article which indicates towards development of technologies in
ways which could enhance the productivity (Tian, Schrodt and Carr, 2016).
The whole industry as well as the event for GSM college students would have an impact
of these emerging technologies. For instance, various technologies such as Binaural Beat
Therapy as well as several wearables like Fitbit and Spire could be used by the industry as well
as by the event (6 Ways You Can Use Tech to Reduce Stress And Bring Inner Peace, 2019). This
would help individuals in reducing their stress with help of technology and enhance the scope of
success of these events. However, the negative impact which could be experienced by the
industry as well as the event is that with emergence of technology, human intervention is reduced
to a great extent, as also directed by the article. This might result in ineffective practice which
could have been better with humanistic approach. Furthermore, heavy reliance on technology
might result in inefficiencies for people within the industry, as well as people who would be
managing the overall event.
 Emerging Change in Societies:
There are various changes in society which are being quite evident recently within the
business environment. Especially as far as events are associated regarding handling of mental
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problems of individuals, societies have started to integrate and plan more better events to spread
awareness about this issues and take effective and advanced measures to reduce the same. As an
evident fact, that multi-cultural groups are on a rise within this industry and professionals all
over the world work together in unity to achieve better outcomes. There are certain impacts of
this theme on the sector and the Mental Health Day event (Thomas and Weiss, Hewlett-Packard
Development Co LP, 2015). Emergence of change in societies is resulting in inclusion of various
individuals belonging to different backgrounds to appropriately enhance the scope of success.
The biggest advantage of such change is that there is a free flow of creative ideas within the
event management, which could help in exclusion of activities occurring more cost and inclusion
of tasks which would increase productivity. However, such changes have several disadvantages.
The first and foremost adverse impact of this change within the industry is that there are
inclusion of individuals belonging to different social backgrounds makes it very difficult to
communicate sometimes. This results in ineffective management and unnecessary addition of
time for event planning and execution. Another disadvantage of such societal integration is that
conflicts might arise related to overall event as it might not support the belief system of society.
For instance, use of technology for reducing mental stress might be considered ineffective and
against the culture of several individuals who believe in classical practices like Yoga and
meditation for reducing mental stress.
 Emerging Industry and Market:
As discussed above, there is a rise in event industry in relation to events associated with
mental stress. Further, stress levels are evident in individuals, specially youth. The positive
impact of such emerging industry and market is that it would present numerous opportunities for
creation and execution of events related to reduction of mental stress. Furthermore, different
approaches as well as practices could be used to reduce the stress levels in individuals in Mental
Health Day Event, like role-play exercises, counselling sessions, Virtual Reality and other
initiatives which would be beneficial for the event. Yet, there are several negative impacts of this
emerging industry and market. This is because professionalism plays a vital role in dealing with
mental stress, and with rise in awareness, it is becoming crucial for businesses within this sector
to associate themselves with professionals which is a very complex activity. However, with rise
in social stigma related to mental health, there are still individuals who prefer not approaching
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medical help for their condition which further increases inefficiencies as far as events are
concerned.
Critical Analysis of the Implications of Identified Themes on the Future of Business
As far as future of event management is concerned, all the themes identified above will
have quite an impact on the future of this business. As far as 5 to 10 years are concerned,
implications of these themes are quite evident in event management. Following are the impacts
which these themes would imply in the future. These impacts are as follows:
 Emerging Work Environment:
The change in the work environment is likely to continue in near future. This is because
individuals are challenging the traditional ways of working and wants a different and effective
approach which would enhance their productivity for working. Furthermore, the complexity in
structures related to event planning and management are also being simple and hierarchy system
adopted by traditional event management organisations are gradually diminishing to form a
casual work environment. Furthermore, as per the working hours are concerned, with rise in
communication technologies, physical presence is not required that often and employees could
effectively work as per their convenience. In future too, these aspects within the work
environment are likely to be continued and more flexible work environment as per the
convenience of employees is likely to facilitate. The opportunity for businesses in this sector is
that multitasking could enhance and a more productive approach could be adopted by companies
where employees globally could be hired and could work together. However, the challenging
aspect of the same would be the coordination which is not likely to be that effective as in
traditional models of work environment. Furthermore, with absence of hierarchy, there might be
gradual conflicts and delayed decision making (Antony and et. al., Micro Focus Software Inc,
2013).
 Emerging Technologies:
This industry is likely to face more technological advancements in near future. With
extensive and aggressive advancements in technologies related to Artificial Intelligence and
Machine Learning, event management could get a whole lot effective in the future. For instance,
there are software being made which helps in customisation and assist in overall development of
the plan which removes any scope of error. Moreover, as indicated by the article, advancements
are likely to be made where machines would share work alongside individuals. This would
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reduce the work stress of employees and would ensure maximum productivity. Furthermore, as
far as health related technologies are concerned, machine learning and AI are being developed to
ensure humanistic approach in reduction of stress. However, the biggest challenge so far is the
heavy reliance on technology. It might be a very complex activity to control Artificial
Intelligence and Machine learning in future which would cause ineffectiveness in working.
Moreover, consistency of employees might decrease with inclusion of technologies which would
hinder effectiveness of events.
 Emerging Change in Societies:
The change within societies is being more evident as far as cultural and national
integration are concerned (June, Wiley and Cousins, Wave Technologies, LLC, 2015). As for
mental stress, this condition is being reviewed worldwide and all the major economies are
indulged in arising awareness and remedy of the same at global level. However, changes in
society also relates to integration of multi-cultural individuals in the sector. This trend is likely to
arise and in future, healthcare would be considered the most important aspect. Thus, the biggest
opportunity is the futuristic approach which could be opted for Mental Health Day event.
Moreover, in future, inclusion of various individuals would help give an innovative approach in
dealing with these issues as cultural integration would result in fusion of different techniques and
methods for stress reduction. However, changes in societies also changes perceptions of people
regarding healthcare. This could be a challenge to businesses in this sector in future to attract
customers. Another challenge would be to adopt methods and techniques that are effectively
supported by all the cultures
 Emerging Industry and Market:
Emerging event industry in relation to healthcare is quite opportunistic for businesses in
the sector. In the future too, the healthcare related events are likely to gain momentum because
individuals demand awareness and knowledge about different general conditions and remedies.
Moreover, this would also lead to rise in markets as social stigma related to stress would be
reduced and more individuals would approach to acquire services related to reduction in mental
stress. This is an opportunity for businesses as well as colleges like GSM to create more events
related to mental health. However, with rise in industry, rivalry could be the biggest challenge
faced in the sector. Moreover, acquisition of latest technologies to reduce mental stress would
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also be challenging for the discipline as well as for the sector (Atkins, Carey and Sanders,
International Business Machines Corp, 2014).
Provision of Justifiable Recommendations
With evaluation of several opportunities as well as challenges, it is essential for
organisations within the sector to use strategies related to ensure long term existence as well as
competitiveness. Following are some recommendations for organisations, which are mentioned
below:
 The biggest challenge as per the work environment was coordination. To ensure the
same, future companies could effectively carve our certain rules and regulations related
to presence of employees, their working structure, etc., to ensure proper management of
the event (Atkins and Moyer, International Business Machines Corp, 2013). To reduce
conflicts, roles and responsibilities should be determined which would result in
effectiveness in events.
 As for technology, reliability on future gadgets and technologies related to reduction in
mental stress must not be blinded and must be monitored effectively to ensure
consistency. Moreover, businesses, instead of acquiring latest technologies, must strive to
acquire effective technologies which would help them in giving proper and effective
treatments.
 Changes within the society could be challenging for companies in the future and to
ensure effective management, uniform methods must be used and events must be created
which are in alignment of their cultures. Furthermore, as per the perceptions of people
related to mental stress, regular awareness events are necessary to be created and
executed by these organisation.
 In relation to challenges related to emerging industries and markets, these companies
must associate themselves related to effective healthcare sectors to ensure a proper
services and care provided to patients in their events (Rojek, 2014).
CONCLUSION
Thus, it could be concluded from the above information, that emerging themes are
required to be effectively analysed to determine the scope of an event. It is essential to identify
the current impact of these themes which is crucial to identify the merits and demerits of these
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themes. Lastly, future implications, opportunities and challenges allow the companies to develop
more effective strategies in context with application of themes in the most successful and
progressive manner.
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REFERENCES
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apparatus, systems, and methods. U.S. Patent 8,595,837.
Atkins, M.G. and Moyer, D.S., International Business Machines Corp, 2013. Facilitating event
management and analysis within a communications environment. U.S. Patent 8,347,143.
Atkins, M.G., Carey, J.E. and Sanders, P.J., International Business Machines Corp, 2014. Event
management in a distributed processing system. U.S. Patent 8,676,883.
Hede, A.M. and Kellett, P., 2012. Building online brand communities: Exploring the benefits,
challenges and risks in the Australian event sector. Journal of Vacation Marketing.
18(3). pp.239-250.
June, R., Wiley, H.C. and Cousins, M., Wave Technologies, LLC, 2015. Event management
system. U.S. Patent Application 13/954,568.
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Thomas, J.D. and Weiss, J.L., Hewlett-Packard Development Co LP, 2015. Automated event
management. U.S. Patent Application 14/373,780.
Tian, X., Schrodt, P. and Carr, K., 2016. The theory of motivated information management and
posttraumatic growth: Emerging adults’ uncertainty management in response to an
adverse life experience. Communication Studies. 67(3). pp.280-301.
Torii, M., Hartley, D.M. and Nelson, N.P., Georgetown University, 2013. System and method for
detecting, collecting, analyzing, and communicating emerging event-related
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Wieland, A., Handfield, R.B. and Durach, C.F., 2016. Mapping the landscape of future research
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Yuan, S., Zaidi, S. and Brueckner, M., 2013. Congenital heart disease: emerging themes linking
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5 Mental Health Campaigns that Made a Difference. 2018. [Online] Available Through:
<https://blog.globalwebindex.com/marketing/mental-health/>
6 Ways You Can Use Tech to Reduce Stress And Bring Inner Peace. 2019. [Online] Available
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One in eight of five to 19 year olds had a mental disorder in 2017 major new survey finds. 2019.
[Online] Available Through: <https://digital.nhs.uk/news-and-events/latest-news/one-
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