The Importance of Gender Equality in Costa Coffee Leadership

This report investigates the need for and importance of gender equality in leadership and management, using Costa Coffee as a case study. It begins with an executive summary and an introduction that establishes the background, research aims, objectives, rationale, and research questions. A literature review explores the concept and importance of gender equality, its impact on organizational success and efficiency, and ways to improve gender equality management. The methodology section details the research onion model, the deductive approach, survey strategy, and quantitative method used for data collection. Data collection involved primary and secondary sources, with a focus on a questionnaire. The report analyzes the data and presents research outcomes, conclusions, and recommendations, along with a reflection on alternative research methodologies and a comprehensive list of references.

Unit 11– Research
Project

Executive Summary
The current study is based on the topic of need and importance of Gender equality in
leadership and management for which an investigation is conducted in Costs coffee which is a
famous British coffee chain House. Current study comprises of evaluation of secondary data
which provided better information about selected topic and set objective and also leads a base for
primary investigation. Adoption of quantitative form of resrch method is made for collection of
primary information which is collected with the help of a questionnaire. Qualitative form of
method leads to most cost and time effective way of data collection along with meeting set
objectives by the way of numeric result.

Table of Contents
Executive Summary.........................................................................................................................2
Research Topic: To investigate about the need and importance of Gender equality in leadership
and management. A research work on Costa coffee Ltd.................................................................1
Introduction......................................................................................................................................1
Background to the study.........................................................................................................1
Research aim and objectives..................................................................................................1
Rationale for the research.......................................................................................................2
Research questions.................................................................................................................2
Literature review..............................................................................................................................2
Concept and importance of Gender equality in leadership and management........................2
Impact of Gender equality in leadership and management on success and efficiency level of
Costa coffee Ltd.....................................................................................................................3
Different ways which lead to better management of Gender equality in leadership to improve
the success and efficacy level of Costa coffee Ltd.................................................................4
Methodology and data collection.....................................................................................................4
Data analysis and interpretations.....................................................................................................9
Research outcomes.........................................................................................................................18
Covered in PPT.....................................................................................................................18
Conclusion and recommendations.................................................................................................18
Conclusion............................................................................................................................18
Recommendations................................................................................................................19
Reflection and recommendation of alternative research methodology..........................................20
REFERENCES..............................................................................................................................21

Research Topic: To investigate about the need and importance of Gender
equality in leadership and management. A research work on Costa coffee
Ltd.
Introduction
Background to the study
Gender equality exist when individuals of all the genders have equal responsibilities,
opportunities and rights. It is intrinsically related to sustainable development as well as is
essential to the realisation of rights of humans for all. An organisation with genuine gender
diversity, specifically at senior positions, perform effectively. There is a positive relationship
between gender equality and business success, so organisations required to ensure gender
diversity within the firm in order to perform its operations and activities effectively and attaining
competitive advantage in market (Bendl, Hainzl, and Mensi-Klarbach, 2019). Costa coffee is a
leading coffee of chain of Britain which was established in year 1971. Its headquarter is located
in Dunstable, England and offer its products all over the world. The management of company
ensures to maintain gender equality within the firm. This report aims to analyse significance of
gender equality in management and leadership what's efficiency and success level of
organisation.
Research aim and objectives
Research aim
The aim of this research work is, “To evaluate about the importance of Gender Equality
in Leadership and Management in relationship with the success and efficiency level of an
orgnisation”. An investigation on Costa coffee Ltd situated at 190 Tottenham Court Rd,
Bloomsbury, London W1T 7PH, United Kingdom.
Objectives of research
 To understand the concept and importance of Gender equality in leadership and
management.
 To investigate about the impact of Gender equality in leadership and management on
success and efficiency level of Costa coffee Ltd.
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 To determine the various ways that lead to better management of Gender equality in
leadership in order to enhance the success and efficiency level of Costa coffee Ltd.
Rationale for the research
The selection of current research topic is rationale and justifiable as workplace
discrimination and gender inequality has become a vital issues for all organisation which
hampers morale of employees and creates a sense of stress at workplace. Thus, evaluation about
the concept and importance of gender equality in management and leadership is important and
helpful for organisations. Further, analysis of strategies and ways that leads to better
management of Gender equality in leadership is also made which ensures enhanced success and
more efficiency for a company by leading fairness and positivity at its workplace.
Research questions
 What is meant by concept of Gender equality in leadership and management along with
its importance at workplace?
 What Impact is lead by Gender equality in leadership and management on success and
efficiency level of Costa coffee Ltd?
 What are the various ways that lead to better management of Gender equality in
leadership in order to enhance the success and efficiency level of Costa coffee Ltd?
Literature review
Concept and importance of Gender equality in leadership and management
Gender equality exist when all the individuals treated equally within the organisation
regardless of their gender and provided with equal opportunities. As per the view point of
Wilson, (2014), Gender plays an important role in defining the rules of leadership and ascertain
service quality in companies. It refers to the social traits of women and men which range from
relationships and norms to roles. Society instills norms and behaviors like relationship between
individuals from workmates. The social roles, gender structures and relations influence
approaches and activities of individuals to handle challenges and leadership responsibilities.
Generally, leadership involves guiding, inspiring, communicating with subordinates in order to
implement assignment appropriately. The women's have perceived less than men in
organizational leadership. The social stereotypes depict male as more salient in comparison to
women in leadership.
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As per the opinion of Gottardello, (2019), the differences between women and men plays
crucial role in running activities of organisation. Gender equality is very important in the
organisation and it is very necessary to provide equal opportunities to both men and women in
order to run business operations effectively and smoothly. When individuals are able to access as
well as enjoy similar rewards, opportunities and resources then gender equality is accomplished
in work place. The gender equality in workplace is related to enhanced economic growth and
national productivity, improved organizational reputation, maximize organizational performance
and enhance the ability of firm to attract as well as retain talent. The organisation can complete
gender equality by providing men and women with equal opportunities along with providing
them with equal pay equal or comparable value of work (Combatting gender discrimination: A
lack of fit framework, 2018).
Impact of Gender equality in leadership and management on success and efficiency level of
Costa coffee Ltd
As per the view point of Rozita Dadrus, (2019), there are few organisations which makes
gender equality in leadership a formal priority of business. Men and women tend to have distinct
manifestation of some gender traits. On high positions, most of the organisation prefers to place
a man in comparison to women. Despite of many evidence that leadership gender equality is
good for organisation, majority of companies set that advancing women in to the roles of
leadership is not a formal priority of business. In fact, only 18% of women hold senior leadership
positions. Men occupy around 82% of influential roles in the organisations today. Promoting
women to the higher position is not a priority of business according to a survey. Woman face
many challenges and are not advancing in the roles of leadership and contributing to decision
making those which are influential. In society, women are not receiving similar education, not
employed at similar rates in comparison to male. As a business woman, they sometimes face
various legislative challenges. Gender equality within the organisation impacts positively on its
success. If women are positioned at higher position similar to the man, then it will provide
advantages to organisation in terms of improved productivity, enhanced performance as well as
competitive edge in market (Why everyone should prioritize gender equality in leadership,
2019).
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Different ways which lead to better management of Gender equality in leadership to improve the
success and efficacy level of Costa coffee Ltd
As per the views presented by Heilman, M.E. and Caleo, S., (2018), in workplace, gender
equality is the critical issue that organizations facing currently. Many companies recognize
requirement for gender balance teams, but struggle to understand the most appropriate way to
accomplish this balance. In order to accomplish gender equality within the organisation, there are
some ways that organisation needs to undertake. These are mentioned below:
Leadership and mentoring: the equality in gender starts with senior leadership and related
to culture of the company. Most of the senior roles are hold by the man in an organisation which
makes it necessary to bring shift in culture. So, the organizations need to place women on higher
position similar to the man and provide them with equal opportunities for growth and
development. This will help in bringing gender equality within the firm and leads the
organisation towards success.
Recruitment: it is the another way to bring gender equality within the company.
Organisation required to hire both men and women in equal numbers within the organisation in
order to eliminate the differences and maintaining diversity. Development of appropriate
recruitment and hiring strategy will be beneficial for the company in bringing gender equality in
leadership and enable the company to place women at higher position.
Communication in gender sensitive manner: appropriate communication helps leader in
providing employees with right direction to work and accomplish organisation goals. An
effective leader sets directions for the team members and encourage them to follow. It is
necessary for the leader to make sure that their messaging is constant across platforms, especially
when it comes to gender equality objectives of organisation (Bendl, Hainzl, and Mensi-Klarbach,
2019). This will help in leading the organisation towards success and improve the efficiency
level of Costa coffee.
Methodology and data collection
Research methodology provides information about the methods and philosophies used for
collection and analysis of data. Use of research onion model has been made by researcher to
provided justification for the selection of current research method a discussion about which is
provided below:
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Figure 1: Research Onion 2020
Research Philosophies- This is being the first layer of research onion which is further
divided into four main categories which comprises of Positivism, realism, pragmatism and
interpretivism (Wilson, 2014). With regard to current investigation, utilisation of Posistivitism
research philosophies is made which is suitable and justifiable for this particular study as it
support mesmeric form of data along with providing a more systematic and scientific way of
leading research.
Research approach- This second layer of research onion is bifurcated into two main types
which is deductive and indicative approach of study. Out of these two approaches adoption of
deductive approach has been selected for current investigation on Costa Coffee as it offer better
testing along with effective scanning of set objective to reach and accomplish desired target in an
effective manner. Further, deductive approach also leads to support for quantitative form of data
to achieve set objectives in reliable manner.
Research strategy- The third layer of research onion facilities information regarding the
various strategies and techniques which are used by a researcher for collection of data and
information which comprises of experimentation, observation, action research, strategy, case
study and interview as main method (Thompson, 2016). Out of these kinds of strategy, adoption
of survey mode of strategy is most justifiable as well as suitable for current investigation on
Costa coffee as it lead to most efficient way of data collection for larger section of respondents
with the help of questionnaire in most viable manner.
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Choices of method- There are three main methods of leading out a research work out of
which one is selected from investigator in the basis of nature of study. With regard to current
investigation, utilisation and adoption of quantitative form of research method is most suitable
and justifiable as it leads and ensures collection of data in numeric and quantifiable terms that
ensures more measurable and viable results of study. Further, presentation and communication of
data under quantitative nature of method is also easy and more suitable to accomplish desired
objectives.
Time Horizons- Following Gantt chart is representing about the timelines and set horizons
for current investigation.
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Data collection and analysis- Collection of data would be made from the primary as sell as
secondary origin of information to ensure gathering of sufficient information is the justification
behind this (Zangirolami, Echeimberg, and Leone, 2018). Primary sources of information
provides first hand information which is collected by investigator directly from the respondents
where as secondary sources comprise of past facts and records to support primary findings and
set a base for study. Collection of primary data us made with the help of below stated
questionnaire while secondary data is collected from online articles and journals.
Sample Method- It represent the process of selection limited and pre determined number of
observation from a large and complex population. With regard to current investigation a sample
size of 30 participants has been selected from the employees of Costa coffee with the help of
random sampling method.
Questionnaire
Q1) Are you having perception regarding the conception of having Gender Equality and
Fairness in Leadership and Management?
a) No
b) Yes
c) Neutral perception
Q2) What are the main forms of discrimination and biasness found with in a firm?
a) Gender discrimination
b) Age discrimination
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c) Racial discrimination
d) Religious Discrimination
Q3) What advantages and importance is lead by creation of gender equality in the
administration and leadership of Costa Coffee at its workplace?
a) Improved productivity
b) Increased Growth and innovation
c) Stable and happier workplace
d) Enhanced company reputation
Q4) Which one option is representing the most hazardous and negative impact of
workplace discrimination and gender inequality?
a) Sexual Harassment
b) Reduction in employee’s morale
c) Enhanced chaos and conflicts
d) Higher criticism and stress level
Q5) Are you agreed with the fact that every organisation must adopt some precautionary
measures and anti- discriminatory policies to ensure equality and diversity at its
workplace?
a) Strongly agreed
b) Agreed
c) Disagreed
d) Strongly disagreed
e) Neither agreed nor disagreed
Q6) What are the main reasons and benefits that has made adoption of gender equality and
fairness vital and more essential for an organisation?
a) Improved quality of life
b) Better employee engagement
c) Enhanced creativity and innovation
d) Boost morale and satisfaction level
Q7) What overall impact is lead by creation of Gender fairness and equality on the success
and efficiency level of the Costa coffee?
a) Positive
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b) No impact
c) Neutral
Q8) Is managers and leaders plays an essential and vital role in creating and directing
equality and fairness at place of work of Costa Coffee?
a) Yes
b) No
c) Lack of Knowledge
Q9) Which one is the most viable strategy to lead better and more effective management of
Gender equality and fairness in leadership and management of Costa Coffee?
a) Effective communication
b) Transparent decision making
c) Fair HR practises
d) Adoption of equality act, 2010
Q10) Any further suggestion for Costa Coffee to bring sexual fairness in its management
and leadership to ensure better success and enhanced workplace efficiency?
Costs, access and ethical issues
The estimated cost required for current investigation on Costa Coffee is aeon 350 £ which
comprises of various expenses like transportation cost, data collection cost, communication cost,
internet cost and all other expenses made for current investigation. Accesses to information is
only provided to the researcher and tutor to maintain the authenticity of work. Further,
implication of BERA code of ethics is made to meet and overcame ethical issues along with
adoption of data protection act to maintain the safety and security of data collected for current
investigation.
Data analysis and interpretations
Theme 1: Conception of having Gender Equality and Fairness in Leadership and
Management
Q1) Are you having perception regarding the conception of having Frequency
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