BSc Business Management Dissertation: Conflict & Diversification

This dissertation investigates the impact of conflict management and diversification on GlaxoSmithKline's business performance. The research employs a mixed-methods approach, utilizing both primary and secondary data collection techniques, including questionnaires and interviews. The study explores the concepts of diversification and conflict management, analyzing their importance within an organizational context and identifying challenges encountered during their implementation. Findings highlight the crucial role of conflict management and diversification in enhancing business performance and growth. The research also provides practical implications for individuals, organizations, and academics, offering valuable insights into effective strategies for managing conflict and fostering diversity within the workplace. The dissertation concludes with recommendations for overcoming identified challenges and suggestions for further research in this area, specifically focusing on GlaxoSmithKline's experience.

BSc (Hons) Business Management Top up
BMP6001 Dissertation
Dissertation Title: Diversification and
Conflict Management
Name:
ID Number:
Supervisor:

ABSTRACT
Purpose – This research aims to investigate the impact of conflict management and
diversification, using survey methods, qualitative and quantitative data have been gathered from
interview and questionnaire. It explores how the conflict management and diversification have
contributed to the GlaxoSmithKline growth and success.
Design/methodology/approach – This report is based on both primary and secondary research.
Both methods are essential within a dissertation. For gathering primary data, questionnaire and
interview have been applied that result in getting of qualitative and quantitative outputs. For
gathering secondary information, books, articles etc. sources were used for achieving each
objective throng research questions.
Findings – Findings of the current dissertation is based on the diversification and conflict
management as well as its impact on business performance and growth of company. It has been
find out, from the primary and secondary research is management of conflict and diversification
are essential and important for business performance.
Practical implications – This research finds the conflict management and diversification that
have direct effect of an organisational performance. This research also has direct implication on
an individual, organisation and academic by providing accurate data regarding the diversification
and conflict management
Originality/value– This paper is the first academic study conducted at GlaxoSmithKline to
study its conflict management and diversification and their impacts to its business performance.
Key word – Conflict management and diversification

ACKNOWLEDGEMENT
At first, I would like to thank God to make me capable enough to do something
worthwhile.
I would particularly like to thank my supervisor for his generous time as well as
commitment. Throughout my dissertation, he had taken his valued time to aid me whenever I
wanted; quickly answered all my email inquiries and supported me every step of the way.
Thanks to all of those GlaxoSmithKline employees and managers who had taken time for
filling in the questionnaires and providing interview questions in my research. Without their
active contribution it would not be likely to do this research.

GLOSSARY
 Conflict management
 Diversification
 Frequency distribution analysis
 Probability sampling
 Quantitative and qualitative research

LIST OF TABLES
Table 1: Knowledge about the diversification and conflict management.....................................15
Table 2: Importance of diversification in an organizational factor of GlaxoSmithKline Company
.......................................................................................................................................................15
Table 3: Benefits of conflict management for GlaxoSmithKline Company.................................16
Table 4: Management of conflict and diversity is important for GlaxoSmithKline Company.....17
Table 5: Effective ways that would be used by GlaxoSmithKline Company for promoting
diversity within a workplace..........................................................................................................18
Table 6: Essential strategies for managing conflict within a workplace of GlaxoSmithKline
Company........................................................................................................................................19
Table 7: Issues faced while restoring diversification and conflict management in an organization
.......................................................................................................................................................20
Table 8: Strategies applied to overcome identified challenges.....................................................21

LIST OF FIGURES
Figure 1..........................................................................................................................................15
Figure 2..........................................................................................................................................16
Figure 3..........................................................................................................................................17
Figure 4..........................................................................................................................................18
Figure 5..........................................................................................................................................19
Figure 6..........................................................................................................................................20
Figure 7..........................................................................................................................................21
Figure 8..........................................................................................................................................22

LIST OF APPENDICES
Appendix 1: A blank copy of questionnaire/interview script………………………………………
42
Appendix 2: A sample of completed questionnaire/ A sample of Interview
Transcript……………………………………………………………………………………….43
Appendix 3: Data Analysis…………………………………………………………45

Contents
ABSTRACT....................................................................................................................................2
ACKNOWLEDGEMENT...............................................................................................................3
GLOSSARY....................................................................................................................................4
LIST OF TABLES...........................................................................................................................5
LIST OF FIGURES.........................................................................................................................6
LIST OF APPENDICES..................................................................................................................7
CHAPTER 1: INTRODUCTION..................................................................................................10
1.1 Background of the topic.......................................................................................................10
1.2 Background of the research organisation............................................................................10
1.3 Research rationale................................................................................................................11
1.4 Research questions...............................................................................................................12
1.5 Research aim and objectives................................................................................................12
CHAPTER 2: LITERATURE REVIEW.......................................................................................13
2.1 Introduction to literature review..........................................................................................13
2.2 Main body with heading and sub-headings.........................................................................13
2.2.1 What is the concept of diversification and conflict management?...............................13
2.2.2 What is the importance of diversification and conflict management in an
organizational factor?............................................................................................................14
2.2.3 What are issues faced while restoring diversification and conflict management in an
organization?..........................................................................................................................15
2.2.4 What are the strategies applied to overcome identified challenges?............................15
2.3 Conclusion of literature review...........................................................................................15
CHAPTER 3: METHODOLOGY.................................................................................................16
3.1 Research process..................................................................................................................16
3.2 Research approach...............................................................................................................16
3.3 Research strategy.................................................................................................................16
3.4 Research methodology.........................................................................................................16
3.5 Research instruments/tools..................................................................................................16

3.6 Sampling..............................................................................................................................16
3.6 Ethical implications.............................................................................................................16
CHAPTER 4: FINDINGS.............................................................................................................17
CHAPTER 5: DISCUSSION........................................................................................................25
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................29
6.1 Conclusion...........................................................................................................................29
6.2 Recommendations................................................................................................................29
6.3 Implications for further research.........................................................................................30
REFERENCES..............................................................................................................................31
Appendix 1: A blank copy of questionnaire/interview script.......................................................32
Appendix 2: A sample of completed questionnaire/ A sample of Interview Transcript...............33
Questionnaire.............................................................................................................................33
Interview....................................................................................................................................34
Appendix 3: Data Analysis...........................................................................................................35

CHAPTER 1: INTRODUCTION
1.1 Background of the topic
Diversity management is helpful in order to maintain and Foster the positive environment
at the workplace in order to make sure the overall performance and productivity of employees.
Diversity can lead to negatively impact the functioning of business as it can increase the conflict
among the employees and Management. Diversity within the organisation is about the innovative
methods in order to meet the requirements of business which is developed on the basis of diverse
employees. Diversification is considered as the suitable strategy that can be applied as the
important part of company regarding the development of the organisation. It is considered as the
strategic factor that focus over the size and scope of company. Along with this conflict
management plays an important role regarding the values of workforce and also helps in in
managing various conflicts that arises within the organisation (Santoalha, 2019).
Most of the time conflicts occur due to the implementation of change at the workplace
that include diversification product launch and many more. Besides from this conflict
management plays an important role in regard of developing strong bond among the employees
and the management. Conflicts occur because of the various perspective and different opinion
regarding the achievement of business goals and objectives. There are various conflicts that
occur within the organisation but a strong and healthy development of relation helps in
overcoming the conflict and surviving at the workplace for the longer period of time. In regard of
this strategic implementation plan is required to develop suitable strategies and several opinions
which are arrived from the perspective of various employees. Conflict management leads to deal
with various issues in order to conduct healthy market relations and also need to follow the basic
strategy regarding the execution of plan. Therefore, the study needs to discuss regarding the
several factors of the contract management within the organisation and also describe the various
methods of diversification. It also includes that is question about various conflicts and their
solutions to resolve at by having effective conflict management (Nagendra, 2016).
1.2 Background of the research organisation
The suitable study includes the discussion about the conflict management and
diversification and for this the considered company is GlaxoSmithKline which is a British
multinational company in the Pharmaceutical sector. It is considered as one of the most unique

and best performed organisation within the existing market. GlaxoSmithKline is the most
valuable company in order to provide a suitable impact regarding the values of company.
Respective company focus on the overall development of the medicines and vaccines. For this
the motive of company is to provide proper medicines and care to the people regarding the
maintenance of the health. Along with this company need to develop dependency over the
pharmaceutical company and also focus on integrity and transparency at the workplace. The
company needs to bring various new medicines in the market by having effective research in the
Healthcare. The company tends to produce various medicines and vaccines to provide better life
and develop with us products to deal with critical medical condition.
1.3 Research rationale
The reason behind the selection of this topic is to understand the importance of the
execution of diversification and conflict management within the organisation full stop it is
helpful in order to focus on the various issues and also having perfect implementation is the part
of conflict management and diversification by analysing various issues which are faced by
GlaxoSmithKline. Along with this the research is important at both the personal and professional
level in terms of having prominent and actual details regarding the importance of conflict
management and diversification within the organisation in terms of having proper growth and
success of company. Moreover, the current research is useful in terms of analysing the
significance of diversification and conflict management regarding the growth of employees and
also having suitable development of company.
Problem statements
The issues which are faced by the researcher at the time of conducting the research is
related with the shortage of resources and time as due to this the researcher does not effectively
collect suitable data and information which are helpful in conducting research in full-fledged
manner. Besides from this the respective organisation also face issues regarding the significance
of causes that impact over the conflicts and create issues as the part of business. The issues are
created at the time of recruiting various employees from the different places and when their
culture collide by undertaking their perspective and opinion. In regard of this the respective
companies facing various issues by having diversification and conflict management that reflect
towards the requirement of sales and growth of company. It also describes the flexibility of

company that move towards the decrement of the company in terms of making losses for having
the issues in diversification.
1.4 Research questions
 What is the concept of diversification and conflict management?
 What is the importance of diversification and conflict management in an organizational
factor?
 What are issues faced while restoring diversification and conflict management in an
organization?
 What are the strategies applied to overcome identified challenges?
1.5 Research aim and objectives
Research aim:
The aim of the research study is “to understand the impact of diversification and conflict
management in an organization”. A study on GlaxoSmithKline Company.
Research objectives:
 To understand the concept of diversification and conflict management.
 To analyse the importance of diversification and conflict management for an
organization.
 To understand the issues faced while resorting to diversification and conflict
management.
 To recommend strategies to overcome identified challenges.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction to literature review
Literature review is the systematic process to collect information through secondary
sources like books, journals, publications, newspapers and another source that are relevant to the
topic of the research. The main aim of literature review is to determine the gap existing in the
present study.
In the current research the main gap is challenges that are faced by organization while restoring
diversification and conflict management. In many research there are lots of information available
related to the diversification and conflict management and this information is used by
investigator.
2.2 Main body with heading and sub-headings
2.2.1 What is the concept of diversification and conflict management?
According to Balland, and et. Al., (2019), diversity can have positive impact over the
growth of company but simultaneously it can create conflict within the organisation. When the
conflict arises among employees and Management then it is important to take early measures to
eliminate the conflicts that put long-lasting impact over the performance and functioning of
team. Diversification is considered as the risk management strategy that provide wide variety of
investment within the portfolio as the diversify and Portfolio undertake the combination of
various types of investment and also describe the limiting exposure towards the risk.
Diversification is considered as the growth strategy that helps in opening doors for the company
in the new market by having new or existing products.
As per the opinion of Feliciano (2019), diversification is considered as the strategy
regarding the growth of business which is identified and provide the valuable vision as the
business growth strategy. Meanwhile contract management is considered as the process of
limiting the negative factors of conflict at the time of increasing the positive aspects. The
objective of conflict management is to improve the group outcome and learning by including the
effectiveness of the performance regarding the growth of company. For this it includes conflict
resolution that undertake the elimination termination and reduction of all the types of conflict. In
regard of this include various styles of conflict management in order to deal with conflict as

businesses are benefit from prominent levels and types of conflict. For this is the objective of
conflict management is not just the resolution of conflict but to eliminate it from the mindset of
employees. In terms of GlaxoSmithKline diversification is important for the company to achieve
higher profitability as diversification helps in mitigating risk and allow the more variety of
options regarding the products and services as it provide effective increment in the brand image
and profitability. Diversification can be useful in order to protect the company from the
competing Rivals and also format the company to make effective use of surplus cash flows.
Diversification occur at the business and corporate level as it includes the expansion into the new
segment in which company is already operating whereas corporate level diversification includes
the expansion beyond the scope of the existing business unit of company. Diversification is
considered as the riskiest strategy because it can lead harm to the growth and success of
company as it can include providing the new and unrelated products to the existing constructors
and also add similar products to the current customer base. Besides from this conflict
management is important as it go for the long way in terms of posting the bod of employees by
which they feel motivated at the workplace and exciting to face challenges entry time of
execution of Idea. Effective management of conflict in the GlaxoSmithKline helps in in avoiding
conflicts at the great extent and also eliminate the stress and tension from the mind of employees.
Besides from this conflict management plays an important role within the personal and
professional life of employees in order to develop healthy relations among each other. Effective
manager tends to find the best method and alternative to the problem that should be addressed at
the effective period of time in order to prevent company from the adverse effect. In terms of
GlaxoSmithKline the manager must have effective conflict management skills in order to explore
all the possible reasons that lead towards the problem and also tries to resolve it. Effective
management of conflict is important because it always prevent from the fight instead of facing
the negative consequences as the manager of GlaxoSmithKline must have effective conflict
management skills in order to manage the stress of employees making them feel motivated by
performing their job role and so on that helps in making their performance much better.

2.2.2 What is the importance of diversification and conflict management in an
organizational factor?
As per the view of Morgan (2017), diversification is the technique that helps in
eliminating risk by allocating the investment among the several instruments and
industries. The aim of company is to enhance the return by investment in various areas in
terms of reacting to words the changes in the market conditions. Diversification is
considered as the important aspect of reaching towards the long-range of financial
objectives at the time of eliminating risk. More over diversification at the workplace is
important in order to put variety of employees collectively in the same manner by
matching their perspective and opinion for the benefit of business. Diversification is
helpful in terms of enhancing creativity and innovation and it happened because of the
effective thinking pattern. Therefore, organization must have creativity and innovation
among Their employees which is the important ingredient towards the success.
According to Aguilera‐Caracuel and Guerrero‐Villegas (2018), Diversity is important in
terms of increasing productivity of employees which is a diverse workforce effectively
understand the requirements of customers and can fulfil them by having creative ideas. In
terms of GlaxoSmithKline diversity at the workplace is important in order to increase the
moral of employees and also fulfill their desires in efficient manner. Diversity is
important in terms of eliminating the turnover of employees by encouraging inclusive
practices in order to make employees feel valuable as it helps in making sure regarding
the happiness among the workforce. Diversification helps in increasing the revenues
priority manager as it is helpful in making the company closer towards the ultimate goals
and enhancement of profitability. Therefore, it has been analyzed that GlaxoSmithKline
must have diverse workforce in terms of increasing their performance and generation of
invasion regarding the proper growth and enhancement of revenues.
Conflict management is important because it focuses on resolving every type of issues prevailing
in the workplace. This management teaches other people about the skills to give resolutions to
problem in the organization. It also focuses on creating positive and peaceful working
environment where every employee is working happily with full motivation and encouragement.
With the assistance of career management every employee gets focused towards their goal and

achieves it on time. This is the management that holds power to take every resource of the
company together towards right direction.
2.2.3 What are issues faced while restoring diversification and conflict management in an
organization?
According to Shen (2018), organizations use new ways to develop and growth for
diversifying in unique fields and areas. Organizations diversify their holdings with multiple
industries so that they can reduce the chances of financial loss if any of the industry falls.
However, there are various issues that are faced by organization while restoring diversification in
the workplace:
Cost
For organization to diversify it needs funds to invest into different knowledge, employees
financial products and so on. It means additional infrastructure and training of employees are
required. For all these organization needs appropriate amount so that it could make productive
and profitable diversification. It becomes difficult for businesses to analyze carefully the
numbers required before indulging into new areas.
Over extension
Diversification needs to be approached with proper caution otherwise it could lead to
over extension of resources that are already scarce for company. While diversification, company
could see that their sufficient resources have started to decrease. Diversification brings
mismanagement of operations, excessive greed and high ambition as managers want to expand in
multiple directions at one time.
Non-cooperation of employees
Employees are the most important resource because they are responsible for taking out
every activity but when organization wants to diversify some employees do not cooperate with
them because they are not comfortable working with other members who belong from different
culture. This creates problems for managers getting cooperation between employees and
diversification process.
According to McKibben (2017), there are various issues that are faced by organization
while managing conflict in the workplace, some of them includes:
Issues between employer and employee

Organization faces problem while managing conflict issues as there are many issues
between employer and employee that create difficulty in the process. Employees do not listen to
their superiors or employer and employees feel that they do not need to guide employees again
and again. This ultimately creates problem in the organization and it becomes unable to attain
predefined objectives.
Increased high employee turnover
There are various issues that employees feel in the company because they feel that
company does not provide right benefit and positive working environment as compared to other
company in the industry. So, they make decision to switch to another company. This continuous
and high employee turnover creates problem in the process of conflict management by the
managers and become unable to take right decision at right time in the favor of employees.
2.2.4 What are the strategies applied to overcome identified challenges?
According to Madalina (2016), there are different strategies that are used for managing
conflict within the workplace of various organizations. It includes strategies like:
Open communication
To overcome the issues of issues of managing conflicts and diversification is to have
open communication between every employer and employee. With the assistance of open
communication there would be transparent communication and help in resolving every issue at
right time so that no one feels that they are unimportant to organization.
Engagement of employees
Employees should be included while making decisions in the organization. This would
motivate them and reduce any conflict with their superior or colleagues. Employees would also
feel comfortable working with person who belongs from different culture and background.
Rewards to employees
Employees should be given right amount of rewards so that they do not make any issue of
not giving proper benefits. This makes employees happier in the organization and decrease
chances of conflicts in the workplace. Employees also get motivated and encouraged to work in

organization with every type of people when they are getting great benefits and perks n the
organizations. Conflict management could be easily done by arranging informal meetings so that
every employee could know each other very well.
2.3 Conclusion of literature review
From the above mentioned secondary information it is being concluded that diversification
and conflict management are two important components in the organisation because it assists in
getting positive working in the workplace and make environment stress free. There are various
issues that are faced by organisation while managing conflicts like non-cooperation of
employees, high cost and so on. All these issues become barrier for organization to attain
objectives at right time. This makes organization to deal with lower productivity and
profitability. But there are also various strategies that are formed by companies at right time so
that profitability and productivity could be increased like open communication, providing
benefits and perks and many more. These strategies are helpful in managing conflicts and
bringing diversification in the workplace.

CHAPTER 3: METHODOLOGY
Methodology refers to the chapter that has different types of methodologies which helps in
gathering and analyzing data for achieving objectives of the research in a successful way.
Basically it provides assistance with different types of methodologies so that every objective
could be achieved and the main motive of conducting research could be fulfilled. The different
type of methodologies that are used in the current research for the successful collection and
analysis of information are discussed below:
3.1 Research process
The process of research defines the way and sources that are used by investigator for the
collection of required information according to the topic of the study. It becomes important for
researcher to select the right source so that appropriate information could be gathered for
attaining all the predefined objectives in an effective manner (Rzheuskyi, Kunanets and Kut,
2017). The two types of sources that are used by investigator in the current research are primary
data collection and secondary data collection. Both methods are very useful for getting necessary
information as per the requirement of research.
Primary data collection
Primary data collection is the type of information that is gathered directly from the source
of data without taking any assistance of resources that already exist. Primary sources are useful
in collecting objective, reliable, accurate and appropriate information (Sutrisna and Setiawan,
2016). In this research, researcher has used primary data because it has helped in collecting all
the first-hand information from selected participants about the topic of the research that is
diversification and career management in the workplace. For the collection of primary data there
are various sources like questionnaire, observation, modeling, interview focus group and so on.
These all methods are very effective in nature but in the current research, researcher has taken
questionnaire and interview as primary data collection method because they are practical and
help in collecting large information in a very short duration.
Secondary data collection
Secondary data is another type of data that is gathered in the past by some other people
and made people to use. Basically such data was once primary but as soon as it is used by others

it became secondary data. This type of data is easily reachable to researcher because it is
available publicly.
This type of information is available in articles, journals, and websites of company,
publications magazines and any other sources that are connected to the topic of investigation.
These sources had been used for gathering information for the chapter literature review as this
chapter holds a lot of importance in the research because it answers the main questions of the
investigation.
3.2 Research approach
This is one of the significant sections of the research methodology because it facilitates in
evaluation of information related to the study. Research approach has been classified into two
common approaches that are known as inductive and deductive approach (White, 2019). Both
the approaches are effective in nature to gather required data but as per the need of present
investigation that is diversification and conflict management in GlaxoSmithKline Company.
Deductive approach is taken because it focuses on evaluation of data that is available in number
form without taking longer period of time. Inductive approach is not taken by researcher
because it focuses on qualitative information that is not required in the current research.
3.3 Research strategy
Research strategy is defined as the process through which researcher aims at gathering
information. Research strategy has multiple types of strategies that assist in successful collection
of required information so that every objective of the research could be fulfilled in successful
manner. The different type of strategies includes case study, action research, survey, experiment
and many more (Scott-Parker and Senserrick, 2017). For the achievement of research objectives
investigator has taken assistance of survey. Investigator has adopted the method of survey
because it does not cost high prices, gives great output and good statistical information. It also
focuses on attaining objectives within the scheduled time period.
3.4 Research methodology
Research methodology is the process in which data is gathered in the successful manner.
The completion of investigation is able to research through quantitative and qualitative
methodologies.
Quantitative

It refers to the data that has been collected with the help of systematic process. In this
information is available in the number form. Quantitative research focuses on collecting data that
is available in numbers because this type of data is more accurate and relevant for the research.
There are different types of techniques that are used evaluating information. In this research
quantitative research is selected because it has helped the researcher in attaining objectives of the
research in successful manner. Researcher has also used MS Excel to make tables and graphs for
the questions that have been asked by participants. Hence frequency distribution analysis is
considered to evaluate quantitative data (Thomas and Nurkhin, 2016).
Qualitative
Qualitative data refers to the collection of data that is presented in the subjective form.
This type of data is collected through interview process. With the assistance of interview,
subjective information is carried out to meet the objective research in effective and efficient
manner. This type of data is analyzed through thematic analysis.
3.5 Research instruments/tools
Research instrument refers to instrument that is used to gather information for attainment
of pre-defined objectives. Questionnaire and interview are selected as research instruments for
gathering data to meet objectives of the research. These tools are helpful in collecting
information that is accurate, reliable and relevant.
3.6 Sampling
Sampling method is the process that is followed by investigator for choosing right number
of samples for the investigation. Sampling method has been classified into two types that are
probability and non-probability sampling. According to the topic of the research, probability
sampling is chosen by investigator as it assists in selecting large number of samples without
taking more time (Hehsan and et. Al., 2018). Non probability sampling is not chosen by
investigator as it does not support the objectives of research. 61 employees as respondents have
been selected for questionnaire and 2 managers are chosen as participants for interview.
3.7 Ethical implications
Ethics in every type of investigation is essential because it provides basic framework to
work with honesty. Generally, ethics helps in conducting research in ethical way. There are
various principles of ethics in research that are followed by investigator in its current study.

Researcher has taken consent from chosen company as well as selected participants so that
required data could be gathered from them achieving certain objectives of research. Researcher
has also made sure that the confidential information is not published to public platforms and not
harming any respondents while conducting investigation. These ethics have helped researcher in
gathering of all required information (Hudson, Fielding and Ramsay, 2019).

CHAPTER 4: FINDINGS
This is an important part of the dissertation because it helps in presenting of data in
tabular and graphical manner. According to the current research, frequency distribution analysis
is used for presenting quantitative data in effective manner. This is shown as under:
Table 1: Knowledge about the diversification and conflict management
Q1 Do you have knowledge about the diversification and conflict
management?
Frequency
a) Yes 60
b) No 1
Figure 1
Table 2: Importance of diversification in an organizational factor of GlaxoSmithKline Company
Q2 What is the importance of diversification in an organizational factor of
GlaxoSmithKline Company?
Frequency
a) Reduces the impact of market volatility 20
b) Helps in achieving of long-term investment plans 21

c) Improved creativity and innovation 20
Figure 2
Table 3: Benefits of conflict management for GlaxoSmithKline Company
Q3 What are the benefits of conflict management for GlaxoSmithKline
Company?
Frequency
a) Increased productivity 22
b) reduced unnecessary costs 19
c) Retain highly-experienced employees 20

Figure 3
Table 4: Management of conflict and diversity is important for GlaxoSmithKline Company
Q4 Does management of conflict and diversity is important part for the
growth and success of GlaxoSmithKline Company?
Frequency
a) Yes 55
b) No 5
c) Can’t say 6

Figure 4
Table 5: Effective ways that would be used by GlaxoSmithKline Company for promoting
diversity within a workplace
Q5 What are the effective ways that would be used by GlaxoSmithKline
Company for promoting diversity within a workplace?
Frequency
a) Encourage personal evaluation 25
b) Develop more inclusive workplace policies 20
c) Develop mentorship programs 16

Figure 5
Table 6: Essential strategies for managing conflict within a workplace of GlaxoSmithKline
Company
Q6 What are the essential strategies for managing conflict within a
workplace of GlaxoSmithKline Company?
Frequency
a) Keep the communication open 20
b) Define acceptable behaviour 20
c) Think Opportunistically, Not Punitively 21

Figure 6
Table 7: Issues faced while restoring diversification and conflict management in an organization
Q7 What are issues faced while restoring diversification and conflict
management in an organization?
Frequency
a) Lack of employee engagement 22
b) Increased conflict between different groups 18
c) Increased employee turnover 20

Figure 7
Table 8: Strategies applied to overcome identified challenges
Q8 What are the strategies applied to overcome identified challenges? Frequency
a) Recognize top performers and reward achievements 22
b) Develop effective types of leadership styles 18
c) Development of diver and inclusive working environment 20
Figure 8

CHAPTER 5: DISCUSSION
This chapter of the dissertation helps in interpreting of gathered data effectively.
According to the current study, quantitative data has been gathered from questionnaire and
qualitative data was collected from interview. Therefore, for discussing qualitative and
quantitative data, there are some recommendations according to the research questions. These are
explained as under:
Data interpretation of quantitative research
Theme 1: Knowledge about the diversification and conflict management
Interpretation: From the above provided information it has been interpreted that there are total
61 respondents. 60 respondents have said yes that they have knowledge about the diversification
and conflict management because their working organization has formed various strategies for
diversification so that every employee from different background could join and money of
organization could be invested in different investments. They have also made ways to manage
conflicts in the workplace of organization so that every work could be done without any
disturbance and dispute. The other 1 respondent has said no that they do not have any knowledge
about diversification and conflict management because they are unaware about it.
Theme 2: Importance of diversification in an organizational factor of GlaxoSmithKline
Company
Interpretation: With the above information it is interpreted that there are 61 participants from
them 20 participants have said that there is importance of diversification in an organizational
factor of GlaxoSmithKline Company. It reduces the impact of market volatility because
company has also invested its funds in different investments that create advantages because these
changes become ineffective towards company. The other 21 respondents have said that it helps
in achieving long-term investment plans because with diversification company puts its money on
different holdings and every holding is better than each other and give long-term returns. The
remaining 20 respondents have said that diversification improves innovation and creativity in the
organization as it would have employees that have different knowledge, creativity and skills as
they belong from different culture and background.
Theme 3: Benefits of conflict management for GlaxoSmithKline Company

Interpretation: By the assistance of above drawn graph it is recorded that there are 61
respondents who have said that there are various benefits of conflict management for
GlaxoSmithKline Company. 22 respondents have said that increased productivity is one of the
benefits because it settles down disputes among colleagues, issues between employer and
employee. This helps in making employees focused towards their work role in increasing
productivity of the company. 19 respondents have said that reduced unnecessary cost is another
benefit because this decreases this conflict and chances of errors because of inattentiveness of
employees. So, there is no need of re-doing the same work again and employees use resources
carefully so that it does not get wasted. Remaining 20 respondents have said that retaining highly
experienced employees is main benefit because every employee’s conflict or dispute is resolved
through practical ways that motivates employees to stay in the same organization.
Theme 4: Management of conflict and diversity is important for GlaxoSmithKline Company
Interpretation: With the help of given graph it is interpreted that 55 respondents have said yes
that management of conflict and diversity is an important part for the growth and success of
GlaxoSmithKline Company. Because it has reduced disputes among employees and increased
the number of employees from different backgrounds and culture. The other five respondents
have answered that it is not that much important for an organization because it comes up with its
own disadvantages that becomes unable to resolve by managers of the company. The remaining
6 participants have said that they cannot say anything because they feel that they do not know
about the importance of conflict management and diversity in the organization.
Theme 5: Effective ways that would be used by GlaxoSmithKline Company for promoting
diversity within a workplace
Interpretation: From the above show information it is being analyzed that 25 participants have
said that one of the effective ways that would be used by GlaxoSmithKline Company for
promoting diversity within the workplace is encouraging personal evaluation as this would help
in assessing performance of every employee. The other 20 respondents have answered that
developing more inclusive workplace policies so that it becomes mandatory for everyone to
follow and participate. 16 respondents have said developing mentorship programs assist in

promotion of diversity within the workplace. Mentorship assists in guiding employees at every
step in the organization.
Theme 6: Essential strategies for managing conflict within a workplace of GlaxoSmithKline
Company
Interpretation: By the help of above mentioned given bar graph it is interpreted that from the
given 61 participants, 20 participants have said that keeping open communication is one of the
essential strategies for managing conflict within the workplace of GlaxoSmithKline Company
because it would assist in determining and identifying dispute at the right time. The rest 20
participants have said that the defining acceptable behavior is another strategy to manage conflict
because this would guide employees that what all behavior would be accepted by the company
and what not. And the remaining 21 participants have said that thinking opportunistically would
decrease conflict in the organization as people would see every situation as new opportunity
rather than creating any dispute.
Theme 7: Issues faced while restoring diversification and conflict management in an
organization
Interpretation: With the assistance of above mentioned information it is been analyzed that 22
respondents have said that lack of employee engagement is one of the issues faced by while
restoring diversity and conflict management in an organization because employees feel that other
people would get more importance in the company. 18 respondents have said that increased
conflict between different groups is another problem in restoring diversification and management
of conflict because this makes unable to get cooperation from these members of teams. This
creates problem in getting diversified people in the organization. And the remaining 20
respondents have said that increased employee turnover is the biggest issue because employees
do not feel secure in the organization because of diversification as they think their job will be
taken by another employee.
Theme 8: Strategies applied to overcome identified challenges

Interpretation: With the guidance of drawn graph it is observed that 22 respondents have said
that recognizing top performers and rewarding achievements strategy is applied to overcome
identified challenges because this motivates employees to stay honest towards their work and
work in the same company. The other 18 respondents have said that developing effective types
of leadership styles assists in continuously motivating and encouraging employees to accept
diversification and conflict management. So, all their concentration could be put in achieving
objectives of company. And the rest 20 respondents have said that development of working
environment is a great strategy because it creates positive and healthy working environment in
the workplace.
Data interpretation of qualitative research
Theme 1: Concept of diversification within GlaxoSmithKline Company
Q1 According to you, what is diversification within GlaxoSmithKline Company?
Manager 1: Manager 1 has answered that in GlaxoSmithKline Company diversification refers to
the process of investing holdings in multiple places so that if one company gets in loss then it
would get profit from other companies. The funds of company could be saved and increased with
the assistance of diversification. Diversification is one of the strategies through Company
focuses on earning more profits and growth.
Manager 2: Manager 2 has answered that diversification in GlaxoSmithKline Company is
recruiting and retaining employees from different culture and background. So that various
opinions and views could be gathered while making important decisions in the favor of
company.
Theme 2: Concept of conflict management at workplace of GlaxoSmithKline Company
Q2 As per you opinion, what is the concept of conflict management at workplace of
GlaxoSmithKline Company?
Manager 1: Manager 1 believes that conflict management is resolving every type of dispute,
issues and conflict prevailing in the organization. Basically it focuses on providing the solutions
to every type of conflict because it is necessary to solve issues in the workplace so that every
activity and task could be done without any problem and difficulty.
Manager 2: Manager 2 has said that conflict management is creating positive environment by

eliminating negative factors prevailing in the organization. This assists in settling disputes
among employees so that they could work without stress towards their targets and goals.
Theme 3: Diversification and conflict management are effective for GlaxoSmithKline Company
Q3 Does diversification and conflict management helps GlaxoSmithKline Company in
attainment of competitive advantages?
Manager 1: Manager 1 has answered that diversification and conflict management helps
GlaxoSmithKline Company in attaining competitive advantages because it gets every resource of
the organization together for meeting objectives before time. This ultimately helps in getting
competitive advantages.
Manager 2: Manager 2 has answered that diversification and conflict management do assists in
achieving competitive advantages because it helps in getting employees that have unique
knowledge and skills for doing different operations in the workplace.
Theme 4: Important of managing conflict and diversification within a workplace
Q4 How it is important for GlaxoSmithKline Company to manage conflict and diversification
within a workplace?
Manager 1: Manager 1 believes that it is very important for GlaxoSmithKline Company to
manage conflict and diversification within the workplace because it provides different
alternatives for doing one particular job. These alternatives provide chance to select best one so
that the particular activity should be done with full efficiency. Management of conflict is also
important because it makes employees and employers to work with more patience and calmness.
Manager 2: Manager 2 believes that conflict management and diversification is not that much
important for GlaxoSmithKline Company because they both come up with their own
disadvantages that create problem in the workplace. As some employees feel insecure with new
employees who are from different backgrounds and this creates unhealthier attitude among
employees.

Discussion of primary research with secondary research
It is significant for research to communicate information about the findings to intended
audience. This is depending on both primary and secondary data. By discussing both types of
data, it is essential for researcher in achievement of research aim and objectives in successful
manner. Therefore, discussion of both types of information is discussed as below:
Theme 1: Concept of diversification and conflict management.
From the above mentioned qualitative and quantitative data as a part of primary data, it
has been discussed that most of the participants have accurate knowledge regarding the conflict
management and diversification and said as it has wide concept and help an organisation in
improvement of its using growth and success. Along with this, same data is also collected from
books, articles etc. sources for literature review that is similar with primary data. Therefore, both
primary and secondary data are collected with each other it means this objective is accomplished
by researcher in successful manner. In order to communicate this information to the intended
participants, oral presentation is used by investigator.
Theme 2: Importance of diversification and conflict management for an organization.
From the above mentioned qualitative and quantitative data gathered from primary
method such as interview and questionnaire, it has been discussed that conflict management and
diversifications are important for an organisation (Csilla, 2019). There are different advantages
of diversification and conflict management such as improved innovation and creativity, reduced
the impact of market volatility, helps in achieving of long-term investment plans, retained
highly-experienced employees and reduced unnecessary costs. These benefits are similar with
the secondary data collected for literature review. Thus, both types of data are correlated with
each other; it means particular objective of the dissertation is accomplished in successful manner.
Theme 3: Issues faced while resorting to diversification and conflict management.
It has been discussed from the above mentioned interpretation that there are various
issues faced by an organisation while resorting to diversification and conflict management.
These issues and challenges are lack of employee engagement, increased conflict between
different groups and increased employee turnover (Carton and Tewfik, 2016). These are main
issues that are partially similar with secondary data gathered from books, articles, publication
research and many other sources. Therefore, this objective is not achieved by researcher in

successful manner. Thus, for achieving this objective, some succession will be given in effective
manner within recommendation section.
Theme 4: Strategies to overcome identified challenges.
From the above given primary data, it has been discussed that there are different
strategies that are useful and significant in overcoming of all challenges associated with
diversification and conflict management. These challenges are recognize top performers and
reward achievements, development of effective types leadership styles and development of
diversify and inclusive working environment (Caputo and et. Al., 2018). These are main and
essential ways that are similar with the secondary data gathered from articles, books etc. sources
for literature review. Therefore, this, objective is also attained by researcher in successful and
effective manner.

CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND
IMPLICATIONS FOR FURTHER RESEARCH
6.1 Conclusion
From the above mentioned findings and discussion, it has been concluded that
management of conflict and diversification are important and significant part of the
organisational growth and success. There are different significance of diversification such as
reduced the impact of market volatility, improved creativity and innovation and facilitated in
achievement of long-term investment plans. These are main advantages of diversification that are
beneficial for the success and growth of company. Along with this, there are also various
advantages of conflict management including reduced unnecessary costs, increased productivity
and retention of highly-experienced employees. These beneficial are essential for business
organisation in accomplishment of competitive advantages within minimum time period.
From the above findings, it has been identified that there are several ways that helped an
organisation in promoting of diversity within a workplace. These are encouragement of personal
evaluation, development of more inclusive workplace and development mentorship programs.
There are also some effective strategies for managing conflict at workplace. These strategies are
keeping the communication open, defined acceptable behaviour and think opportunistically, not
punitively. Therefore all these are important and significance in management of conflict at
workplace. There are different issues faced by company while restoring diversification and
conflict management at workplace i.e. lack of employee engagement, increased conflict between
different groups and increased employee turnover. In order to overcome, all these challenges,
different ways have been used i.e. recognised top performers and reward achievements,
developed effective types of leadership styles and development of diver and inclusive working
environment. Therefore, all information are accurate that helps investigator in accomplishment
of all objectives successfully.
6.2 Recommendations
From the above given findings and discussion, it has been recommended some ways to
GlaxoSmithKline in successfully management of diversification and conflict at workplace. These
are explained as below:

 Develop a Supportive Climate: It is important for GlaxoSmithKline to develop
supportive working climate and culture at workplace because it will help them in
reduction of conflict and improvement of productivity and performance level. This will
also help employees in increasing of their interest in working with diverse group. This
will facilitate GlaxoSmithKline in improvement of their business performance.
 Continuously Evaluate the Team: Continuous improvement is one of the main
recommendations to GlaxoSmithKline because it helps them in making of more
productive. This is a best and essential way for a team to be innovative and productive
and is if its group members are continuously evaluating and growing. This will assist
company in retaining of diversify and talented employees at workplace for longer time
period that result in accomplished competitive advantages.
6.3 Implications for further research
This research has positive implication on further studies by providing importance of
qualitative and quantitative research in achievement of research aim and objectives. This
research is also significant for researcher by increasing their research skills that will help them in
its further study. This is important research and has direct and positive effects on business by
managing conflict and diversification at workplace. Therefore, current study is important for
further study by giving accurate information regarding the conflict management and
diversification.

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Appendix 1: A blank copy of questionnaire/interview script
Questionnaire
Interview

Appendix 2: A sample of completed questionnaire/ A sample of Interview
Transcript
Questionnaire
Q1 Do you have knowledge about the diversification and conflict management?
a) Yes
b) No
Q2 What is the importance of diversification in an organizational factor of GlaxoSmithKline
Company?
a) Reduces the impact of market volatility
b) Helps in achieving of long-term investment plans
c) Improved creativity and innovation
Q3 What are the benefits of conflict management for GlaxoSmithKline Company?
a) Increased productivity
b) reduced unnecessary costs
c) Retain highly-experienced employees
Q4 Does management of conflict and diversity is important part for the growth and success of
GlaxoSmithKline Company?
a) Yes
b) No
c) Can’t say
Q5 What are the effective ways that would be used by GlaxoSmithKline Company for
promoting diversity within a workplace?
a) Encourage personal evaluation
b) Develop more inclusive workplace policies
c) Develop mentorship programs
Q6 What are the essential strategies for managing conflict within a workplace of
GlaxoSmithKline Company?
a) Keep the communication open
b) Define acceptable behaviour
c) Think Opportunistically, Not Punitively

Q7 What are issues faced while restoring diversification and conflict management in an
organization?
a) Lack of employee engagement
b) Increased conflict between different groups
c) Increased employee turnover
Q8 What are the strategies applied to overcome identified challenges?
a) Recognize top performers and reward achievements
b) Develop effective types of leadership styles
c) Development of diver and inclusive working environment
Interview
Q1 According to you, what is diversification within GlaxoSmithKline Company?
Q2 As per you opinion, what is the concept of conflict management at workplace of
GlaxoSmithKline Company?
Q3 Does diversification and conflict management helps GlaxoSmithKline Company in
attainment of competitive advantages?
Q4 How it is important for GlaxoSmithKline Company to manage conflict and diversification
within a workplace?

Appendix 3: Data Analysis
Q1 Do you have knowledge about the diversification and conflict
management?
Frequency
a) Yes 60
b) No 1
Q2 What is the importance of diversification in an organizational factor of
GlaxoSmithKline Company?
Frequency
a) Reduces the impact of market volatility 20
b) Helps in achieving of long-term investment plans 21
c) Improved creativity and innovation 20
Q3 What are the benefits of conflict management for GlaxoSmithKline
Company?
Frequency
a) Increased productivity 22
b) reduced unnecessary costs 19
c) Retain highly-experienced employees 20
Q4 Does management of conflict and diversity is important part for the
growth and success of GlaxoSmithKline Company?
Frequency
a) Yes 55
b) No 5
c) Can’t say 6
Q5 What are the effective ways that would be used by GlaxoSmithKline
Company for promoting diversity within a workplace?
Frequency
a) Encourage personal evaluation 25
b) Develop more inclusive workplace policies 20
c) Develop mentorship programs 16
Q6 What are the essential strategies for managing conflict within a
workplace of GlaxoSmithKline Company?
Frequency
a) Keep the communication open 20
b) Define acceptable behaviour 20
c) Think Opportunistically, Not Punitively 21

Q7 What are issues faced while restoring diversification and conflict
management in an organization?
Frequency
a) Lack of employee engagement 22
b) Increased conflict between different groups 18
c) Increased employee turnover 20
Q8 What are the strategies applied to overcome identified challenges? Frequency
a) Recognize top performers and reward achievements 22
b) Develop effective types of leadership styles 18
c) Development of diver and inclusive working environment 20