Harvard Case - Activision Blizzard Inc.: Facing the Call of Duty with a Laser Focus on Women
"Activision Blizzard Inc.: Facing the Call of Duty with a Laser Focus on Women" Harvard business case study is written by Kelly Hall, Ram Subramanian, Emily E. Tichenor. It deals with the challenges in the field of Human Resource Management. The case study is 24 page(s) long and it was first published on : Aug 7, 2022
At Fern Fort University, we recommend a comprehensive and multifaceted approach to address Activision Blizzard's gender imbalance and create a more inclusive and equitable workplace. This strategy involves a combination of talent management, organizational development, change management, and diversity and inclusion initiatives, all underpinned by a commitment to corporate social responsibility and ethical leadership.
2. Background
This case study focuses on Activision Blizzard, a leading video game developer and publisher facing a significant gender imbalance within its workforce. Despite the company's success in the gaming industry, it has been criticized for its lack of diversity and inclusion, particularly regarding the representation of women in leadership roles and across various departments. The case study highlights the company's efforts to address this issue, including the creation of a Women's Network and the implementation of various initiatives aimed at attracting, retaining, and promoting women.
The main protagonists are:
- Activision Blizzard Leadership: The company's leadership team, responsible for setting the strategic direction and implementing initiatives to improve diversity and inclusion.
- Women's Network: A group of women employees dedicated to supporting and advocating for women within the company.
- Employees: The diverse workforce of Activision Blizzard, including both men and women, who are impacted by the company's culture and policies.
3. Analysis of the Case Study
This case study can be analyzed through the lens of Organizational Behavior and Human Resource Management frameworks.
Organizational Behavior:
- Organizational Culture: Activision Blizzard's culture, while successful in the gaming industry, appears to be lacking in inclusivity and diversity. This is reflected in the low representation of women in leadership roles and the reported experiences of discrimination and harassment.
- Leadership Styles: The case study suggests a lack of top-down commitment to diversity and inclusion. This is evident in the limited progress made despite the company's stated goals.
- Team Dynamics: The case study highlights the importance of fostering inclusive team dynamics, where women feel valued, respected, and empowered to contribute.
- Communication: Effective communication is crucial for building trust and transparency, addressing concerns, and promoting a culture of inclusion.
Human Resource Management:
- Talent Management: Activision Blizzard needs to implement robust talent management strategies to attract, develop, and retain diverse talent, particularly women. This includes focusing on recruitment strategies, career advancement, leadership development, and employee engagement.
- Diversity and Inclusion: The company needs to develop a comprehensive diversity and inclusion strategy that goes beyond just numbers. This includes creating a culture of belonging, addressing unconscious bias, and promoting equal opportunities for all employees.
- Performance Management: The case study highlights the need for fair and objective performance management systems that are free from bias and promote equitable opportunities for all employees.
- Employee Relations: Building strong employee relations is essential for fostering a positive and inclusive work environment. This involves addressing employee concerns, promoting open communication, and creating a culture of respect.
4. Recommendations
1. Establish a Strong Leadership Commitment:
- Leadership Development: Implement a mandatory leadership development program for all managers and executives, focusing on fostering inclusive leadership styles, promoting diversity and inclusion, and addressing unconscious bias.
- Executive Sponsorship: Appoint a senior executive champion for diversity and inclusion to provide leadership, visibility, and accountability for the initiative.
- Performance Indicators: Establish clear performance indicators and metrics to track progress on diversity and inclusion goals, including representation at all levels, employee satisfaction, and employee retention rates.
2. Transform Recruitment and Retention Strategies:
- Recruitment Strategies: Develop targeted recruitment strategies to attract a more diverse pool of candidates, including women, from various backgrounds and demographics. This includes partnering with organizations that support women in STEM fields and utilizing diverse recruitment channels.
- Employer Branding: Develop a strong employer brand that emphasizes the company's commitment to diversity and inclusion, highlighting the benefits of working at Activision Blizzard for women.
- Employee Retention: Implement retention strategies that address the specific needs and concerns of women employees, such as flexible work arrangements, mentorship programs, and career development opportunities.
3. Foster a Culture of Inclusion and Belonging:
- Employee Training: Provide mandatory training for all employees on diversity and inclusion, unconscious bias, and harassment prevention. This training should be interactive, engaging, and tailored to the specific needs of the company and its workforce.
- Employee Resource Groups: Support and encourage the growth of employee resource groups (ERGs) like the Women's Network, providing resources and opportunities for their development and impact.
- Communication and Transparency: Promote open communication and transparency regarding diversity and inclusion initiatives, addressing employee concerns and celebrating successes.
4. Implement a Robust Diversity and Inclusion Strategy:
- Data Analysis: Conduct regular data analysis to identify areas for improvement and track progress on diversity and inclusion goals. This includes analyzing representation at all levels, employee satisfaction surveys, and attrition rates.
- Mentorship and Sponsorship Programs: Implement mentorship and sponsorship programs to support the career development of women employees, providing access to senior leaders and opportunities for growth.
- Performance Management Review: Review and revise performance management systems to ensure they are fair, objective, and free from bias, promoting equal opportunities for all employees.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: Activision Blizzard's mission is to create immersive and engaging entertainment experiences. A diverse and inclusive workforce is essential for achieving this mission by tapping into a wider range of perspectives, ideas, and creativity.
- External Customers and Internal Clients: A diverse and inclusive workforce is essential for attracting and retaining a diverse customer base and creating a more inclusive and welcoming environment for all employees.
- Competitors: Activision Blizzard's competitors are increasingly prioritizing diversity and inclusion, recognizing its importance for attracting talent, fostering innovation, and building a strong brand reputation.
- Attractiveness: Creating a more inclusive and equitable workplace will improve Activision Blizzard's attractiveness to top talent, particularly women, enhancing the company's ability to compete for the best minds in the industry.
6. Conclusion
Activision Blizzard has a significant opportunity to transform its culture and become a leader in diversity and inclusion. By implementing the recommended strategies, the company can create a more equitable and inclusive workplace that attracts, retains, and develops a diverse workforce. This will not only enhance the company's reputation and brand image but also drive innovation, creativity, and long-term success.
7. Discussion
Alternatives:
- Ignoring the issue: This would be a significant missed opportunity and could lead to continued negative publicity and reputational damage.
- Focusing solely on recruitment: While important, this alone is insufficient to address the underlying cultural issues and systemic barriers that contribute to the gender imbalance.
Risks:
- Lack of leadership commitment: Without strong leadership support, the initiatives may face resistance and fail to achieve their intended outcomes.
- Resistance to change: Some employees may resist the changes, particularly those who are comfortable with the existing status quo.
- Lack of resources: Implementing a comprehensive diversity and inclusion strategy requires significant investment in resources, including time, money, and personnel.
Key Assumptions:
- Commitment to change: The company is committed to making real and lasting changes to its culture and practices.
- Employee buy-in: Employees are willing to participate in the initiatives and embrace a more inclusive and equitable work environment.
- Resources available: The company has the necessary resources to implement the recommended strategies effectively.
8. Next Steps
Timeline:
- Phase 1 (0-6 months): Establish a strong leadership commitment, develop a comprehensive diversity and inclusion strategy, and implement targeted recruitment initiatives.
- Phase 2 (6-12 months): Implement employee training programs, launch mentorship and sponsorship programs, and conduct data analysis to track progress.
- Phase 3 (12-18 months): Review and revise performance management systems, address employee concerns, and celebrate successes.
- Phase 4 (Ongoing): Continuously monitor and evaluate progress, make adjustments as needed, and foster a culture of continuous improvement.
Key Milestones:
- Develop a diversity and inclusion strategy: Within the first 3 months.
- Implement targeted recruitment initiatives: Within the first 6 months.
- Launch employee training programs: Within the first 9 months.
- Conduct data analysis to track progress: Every 6 months.
- Review and revise performance management systems: Annually.
By taking these steps, Activision Blizzard can create a more inclusive and equitable workplace that benefits all employees, strengthens the company's brand, and drives long-term success.
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Case Description
Honorable Mention; 2022 DEI Global Case Writing Competition. In November 2021, Activision Blizzard, Inc., the California-based maker of popular videogames such as Call of Duty and World of Warcraft, faced several challenges concerning issues of diversity, equity, and inclusion (DEI). The challenges stemmed from a lawsuit filed by the California Department of Fair Employment and Housing (DFEH) that charged the company with rampant gender discrimination and sexual harassment, which (the suit alleged) had been going on for years. This was followed by an exposé in the Wall Street Journal that blamed company CEO Robert A. Kotick for not keeping the board informed of these issues. Accompanying all this was pushback from Activision's two major customers, Microsoft and Sony, who demanded that the company address the charges. Activision's board chairman, Brian Kelly, and lead independent director, Robert J. Morgado, had to respond to these challenges amid the backdrop of mounting employee unrest. One major step they took was to appoint the board's two female directors, Dawn Ostroff and Reveta Bowers, to examine possible solutions. Students will put themselves into the shoes of Ostroff and Bowers and formulate recommendations.
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