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Article
Publication date: 28 February 2023

Daniel Wolfgruber

The purpose of this article is to investigate the communicative constitution of organizational inclusion and/or exclusion through humorous acts at the expense of members of…

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Abstract

Purpose

The purpose of this article is to investigate the communicative constitution of organizational inclusion and/or exclusion through humorous acts at the expense of members of minorities and/or historically disadvantaged groups.

Design/methodology/approach

Semistructured interviews with 84 employees in Austria and Germany dealing with their experiences regarding diversity and inclusion (D&I) at work were conducted and analyzed in two steps. First, a thematic text analysis was performed to structure the content and identify relevant themes and anecdotes for further analysis. Second, a ventriloquial analysis sought to identify the physically absent yet present voices in these anecdotes.

Findings

The interviews revealed that jokes and quips mostly target colleagues of observable foreign origin. The analysis further identified three themes that show that disparaging humor can simultaneously reinforce inclusion/exclusion across hierarchies and create boundaries within teams – but in different ways. The findings also indicate that above all prejudices “participate” in such events and that in most cases the collective is invoked to increase the joke's “authority”.

Originality/value

This research is the first one that investigates humor in the context of D&I through a communicative constitution of organization (CCO) lens, which facilitates studying the constitutive character of humorous communication in terms of inclusion and exclusion. Moreover, this is one of the first empirical humor studies to draw on established theory-driven concepts of inclusion-exclusion in its analysis.

Details

Equality, Diversity and Inclusion: An International Journal, vol. 42 no. 9
Type: Research Article
ISSN: 2040-7149

Keywords

Available. Open Access. Open Access
Article
Publication date: 26 June 2023

Samuel Kenneth Zachary Knowles and Beyza Klein

To better understand the reality of living with the diseases and conditions that its drugs and therapies are developed to treat, the Novartis leadership determined a need for more…

3794

Abstract

Purpose

To better understand the reality of living with the diseases and conditions that its drugs and therapies are developed to treat, the Novartis leadership determined a need for more meaningful insights into patients’ lives. They sought to develop a systematic, creative methodology – informed by the psychology of insightful rather than analytical thinking – to properly integrate and deploy the research commissioned into its day-to-day business decision-making. For it is well established that better understanding of the patient reality drives both compliance and adherence “beyond the pill”. The purpose of this paper is to bring the novel methodology of creativity to a wider audience and ensure that many others – notably in patient advocacy organizations – can benefit from this approach.

Design/methodology/approach

A core team of Insight and Analytics and Patient Engagement leads from various therapeutic area teams worked in partnership with a psychologist and practitioner in the field of insightful thinking, to develop an effective methodology that could reliably surface and articulate genuine patient insights. This methodology – the i4i Insights Discovery™ process – was developed, piloted, refined and codified in 2020 and implemented across the company in 2021–2022. It uses a combination of convergent and divergent thinking techniques – human rather than artificial intelligence, combining diverse research outputs – to understand patients’ lives better. With enhanced understanding, the insights then shape educational and behavioral strategies to drive adherence and compliance.

Findings

At a time of tightening budgets and demands to deliver enhanced impact from research budgets, i4i Insights Discovery™ has enabled Novartis teams to turn existing research outputs into profound and useful understandings of what it means to live with specific diseases and develop evidence-based patient engagement strategies; insight-driven decision-making around the lifecycle of any compound. i4i Insights Discovery™ has been applied across Novartis’s diverse areas of expertise, from heart disease to cancer, from organ transplantation to dermatology, from food allergy to ophthalmology.

Practical implications

The i4i Insights Discovery™ process enables Novartis teams to gain deeper understanding of patients’ lives without the need to commission additional research; to do more with less. These insights enable cross-functional Novartis teams to develop better-informed strategies that better address the needs of patients and their care partners, of health-care professionals and health-care systems. The team creating the process is looking to make the i4i Insights Discovery™ approach a gold standard of insight discovery, both for pharma and health care and in other categories, too.

Originality/value

The i4i Insights Discovery™ process is a practical, novel application of well-established principles in the psychology of insightful thinking to address a clear business imperative. By repurposing and reinterpreting existing research outputs using creative verbal and visual exercises, it delivers a more human and empathetic understanding of the patient reality. It moves teams from “So what?” – this is what the data mean – to “Now what?” – this is what we should do as a result.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 17 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

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