Realigning Business Strategy for PWD (People with Disabilities) Customers: A Less-explored Territory in Diversity Inclusion

Abstract

A disability refers to a physical, sensory or mental limitation that interferes with a person's ability to move, see, hear or learn. Business initiatives taken up by organizations for diversity inclusion of people with disabilities (PWD) are generally focused only on providing employment or giving contracts to suppliers who employ PWD. Through this paper, we propose that commercial organizations need to look at the third set of stakeholders i.e. customers and need to realign their business strategy so that they also cater to a diverse population including the PWD customers. This paper looks into different aspects like rationale, hindrances, facilitators, and concerns for commercial organizations to align business strategy for PWD customers. It is expected that it will not only empower PWD to conduct themselves with dignity but will also enable commercial organizations to tap into larger market.