Conceptualizing organizational diversity façade through an integrative theoretical framework: a systematic review
Objective: This study aims to conceptualize Organizational Diversity Façade (DF), and its main dimensions through an integrative theoretical framework. Methodology/Approach: to conceptualize DF a Systematic Literature Review (SLR) method was used to analyze the international scientific production on...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2025 |
| País: | Brasil |
| Institución: | Universidade Nove de Julho (UNINOVE) |
| Repositorio: | REMark - Revista Brasileira de Marketing |
| Idioma: | inglés |
| OAI Identifier: | oai:ojs.periodicos.uninove.br:article/26550 |
| Acceso en línea: | https://periodicos.uninove.br/remark/article/view/26550 |
| Access Level: | acceso abierto |
| Palabra clave: | DEI Bluewashing Diversity Washing Corporate Activism Woke Washing |
| Sumario: | Objective: This study aims to conceptualize Organizational Diversity Façade (DF), and its main dimensions through an integrative theoretical framework. Methodology/Approach: to conceptualize DF a Systematic Literature Review (SLR) method was used to analyze the international scientific production on WOS, and SCOPUS databases, between 2011, and 2022, with 52 articles related to false organizational discourses about Diversity, Equity, and Inclusion (DEI). Results: DF (provided by Tokenism) is composed of: 1) internal policies, and processes proforma that would favor the DEI) the so-called Administrative or Internal DF; 2) the conveyance of the DEI in the external communication efforts without ballast, the so-called Communicational or External DF, composed by: 1) Marketing DF when it stimulates the consumption of goods, 2) Institutional DF when it builds or maintains a positive organizational appearance. Theoretical/methodological contributions: a clear, and up-to-date panorama, a common nomenclature, and theoretical framework about DF that contributes to the appropriation, and consolidation of the research field, and allows guiding communication, and marketing performance to align its communicational efforts in favor of DEI in a coherent, responsible, more effective way, avoiding financial loss, negative media coverage, stakeholder skepticism, and escalating tensions among minority groups. Relevance/Originality: The theoretical approach combining Façade Theory, and Tokenism contributed to an interdisciplinary theoretical framework that integrates organizational communication phenomena that are distinct and have different nomenclatures but are equally interconnected in the construction of the DF. |
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