Business Dissertations and Theses

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    An exploratory study of the barriers to and support provided to facilitate the career progression of migrant women into leadership positions at New Zealand workplaces
    (2022) Priyanka; Eastern Institute of Technology
    This paper examines migrant women’s career progression experiences into leadership roles in New Zealand. Hitherto, there is limited literature on understanding the challenges and barriers facing this group. To better understand why migrant women, hold few managerial/ leadership positions in New Zealand, it is important to explore how gender, ethnicity, and immigrant background intersect and influence career progression. The research also investigates the support migrant women perceive as useful in assisting them in their career progression. In this study, intersectionality theory was used as a framework to examine the barriers migrant women from the Indian subcontinent face and the support they receive in attaining leadership positions in New Zealand. Primary data was collected using qualitative semi-structured interviews. In this study, a total of 10 migrant women from the Indian subcontinent, who currently hold managerial or leadership positions in New Zealand, were interviewed for 45 minutes to one hour. QSR NVivo software was used to analyse and code the collected data, and themes were developed to understand participants' experiences. The findings show that most migrant women perceived disadvantage in terms of ethnic stereotyping. Moreover, migrant women's previous experience in their own country also played a role in determining the barriers in New Zealand. Most of the women participants originated from countries where gender plays a vital role in career progression, whereas in New Zealand, they did not experience the same level of male domination. As a result, most of them did not feel gender was the main barrier to their career advancement, instead pointing to ethnicity and immigrant background as key factors. Strategies recommended by the migrant women from the Indian subcontinent included learning how to advocate for oneself as well as establishing relationships with mentors. The findings show that migrant women have received some support from their organisations. This study's findings will benefit policymakers to introduce new strategies to address these barriers. Furthermore, the research will contribute to literature as limited research is available on migrant women's career progression in New Zealand.
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    An exploratory study of factors influencing the attraction and retention of skilled employees in the digital sector in Hawke’s Bay
    (2022) Narula, Jaikaran; Eastern Institute of Technology
    INTRODUCTION: This study examines why skilled digital sector labour moves to, returns to live in or leaves the regional community in Hawke’s Bay, New Zealand. In the wider context, the study discusses the potential impact of these factors on the local labour pool. LITERATURE: The study is grounded in migration theory, with a particular focus on push and pull factors impacting the migration decision and the role of amenity (cultural differentiation and environmental quality) (Moss, 1994). METHODS: A comparative case analysis was undertaken comprising two public and two private regional organisations. A combination of face-to-face interviews with a senior executive (n=4), an online survey of skilled digital sector employees (n=51), and a survey of EIT Bachelor of Computing Systems (BCS) graduates (n=36) was undertaken. Secondary data was also used, including document analysis and longitudinal BCS graduate data (n=656). FINDINGS: The skilled labour force in the Hawke's Bay digital sector appears to be primarily male, middle-aged, and European, with a significant migrant component. The employees in both the public and private sectors provided similar responses as to why they moved to or returned to the Hawke’s Bay. These were social factors (being near family and friends) and amenity factors (quality of life, climate, and being away from a major metropolitan area). Better salary and/or job opportunities are the main reason employees would leave the region. There is some evidence younger skilled employees are more likely to leave the region. DISCUSSION: Skilled digital sector labour moves to Hawke’s Bay for lifestyle and social reasons and leaves for greater career opportunities and economic reasons. Interestingly, most of the employees surveyed stated they intend to stay living in Hawke's Bay for the next 10 years or more. There appears to be a lack of workforce diversity with both Māori and women being significantly underrepresented in the digital sector workforce in Hawke's Bay. A key area of future research could be to replicate the study for other regional locations in New Zealand and other industry sectors.
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    The benefit of social recruiting in the Hawke’s Bay hospitality industry
    (2022) Klavers, Muriël; Eastern Institute of Technology
    This dissertation explores the benefits of social recruiting in the Hawke's Bay hospitality industry by examining the social media use of hospitality students, employers, and employees as it relates to promoting job opportunities in the Hawke's Bay hospitality industry. Social recruiting and its increasing importance in recruitment strategies are seen in multiple countries and industries worldwide. Previous research has touched on countries in Europe and Asia, and some studies include a view of hospitality and social recruiting combined. However, limited research has been done on the benefits of social recruiting in New Zealand, including the region Hawke's Bay. A mixed-methods approach is used to collect data, including a quantitative survey and qualitative semi-structured interviews. The sample of the study consists of hospitality employers, students, and employees located in Hawke's Bay. They are recruited using a mix of purposive, convenience, and snowball sampling. The main questions in both the survey and semi-structured interviews focus on social media usage and current social recruiting practices. The main findings show that employers use both Facebook and Instagram for social recruiting, but some employers are currently not as active as they used to be on Instagram. Students and current employees would consider applying for a job when advertised on Facebook and Instagram. However, content posted by employers needs to be creative and interesting to attract them. Furthermore, students and employees are using social media to research potential employers. Therefore, they mention that social media content should involve cultural aspects and behind-the-scenes footage of the company. In addition, LinkedIn came back as unimportant for the job search of hospitality students and employees in this study. The recommendations for Hawke's Bay hospitality employers include further development of an online presence on Facebook and Instagram by implementing consistent content posting and user-generated content (UGC), which would help to increase awareness and create a larger following base. Furthermore, they should consider changing their content to create an online employer brand by posting more content from behind the scenes and how it is to work for the company. Moreover, employers need to keep posting job vacancies as it is considered a useful platform by their target market and is, therefore, a relatively affordable tool compared to other methods. Lastly, it is recommended to do future research on this subject. Future research could include a larger sample, different industries, and other regions in New Zealand. Nonetheless, regular research on this subject and the different platforms is recommended due to the rapidly changing online atmosphere.
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    An exploratory study of the potential for SMEs in New Zealand to learn from Chinese SMEs regarding digital marketing
    (2020) Zhang, Lingjun; Eastern Institute of Technology
    "An Exploratory Study of the Potential for SMEs in New Zealand to Learn from Chinese SMEs regarding Digital Marketing" aims to investigate the potential for improving New Zealand SMEs’ digital marketing capabilities by learning from Chinese SMEs. Digital marketing can increase SMEs’ competitiveness, while digital marketing development and innovation in China received little attention from academic literature. Therefore, this study is seeking to answer the main question: What is the potential for New Zealand SMEs to develop their digital marketing capabilities by learning from the experience of Chinese SMEs’ adoption of digital marketing applications? The main question can be further broken-down to two subside questions: 1) How are SMEs in China adopting digital marketing strategies and platforms? 2) Can New Zealand SMEs learn from Chinese SMEs’ adoption of digital marketing for SMEs in New Zealand? Survey and semi-structured interviews were conducted with 12 Chinese participants to gain insights of digital marketing applications by Chinese SMEs. After acquiring data from Chinese participants and building the framework of online marketing strategies and platforms in China based on data analysis, semi-structured interview questions were designed and interviews were conducted with 5 New Zealand participants. Findings from this study reveals that Chinese SMEs increase their online customer traffic through three resources: e-commerce platform, social media, and private traffic, a controllable traffic pool of loyal customers or brands’ social media followers. In addition, digital marketing technologies from China have the potential of being transferred to New Zealand, however the process can be long-term due to cultural and attitude barriers. This study also suggests a tentative model examining the likelihood of transferring (LOT) based on the Technology Acceptance Model (TAM).