"Bringing our company to life" An exploratory study into the motivations of large organisations featuring corporate events within their business strategy
(2014) "Bringing our company to life" An exploratory study into the motivations of large organisations featuring corporate events within their business strategy, no. 59.
As the increase of corporate events continue to facilitate the expansion of event management companies, there is little evidence to support why organisations continue to invest in the £42 billion industry. While some motivation research has been carried out it is stated that empirical research on event attendance from a company perspective is lacking. Therefore, this research investigates the key motivations of large organisations for featuring corporate events within their business strategy and offers a justification as to why the corporate event industry continues to be one of the fastest growing industries in the UK. Furthermore, this research aims to assist event managers in the strategic planning of corporate events by offering an understanding of the needs of large organisations. In order to achieve new insights into the events industry from a corporate perspective, a qualitative research method has been adopted. Based on five main themes, the data has been collected through semi-structured interviews, held with senior management of seven large organisations. The research concluded that business development, competitive advantage, client retention and the networking opportunities that events offer are the main driving factors of large organisations employing corporate events. Further, businesses also felt that adding a unique selling point to events is what gives an organisation a competitive advantage. The research also determined that large organisations felt there was a great value in events; however as the event benefits they experienced are often intangible companies felt it was difficult to justify their investment.