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65. The Buy Case: The Inclusion of People with Disabilities – Case Text

VIII – 61

INCLUDE – The Disability EBN at Best Buy

Founded in 2006, INCLUDE’s mission is, “to foster an inclusive work environment

where all employees feel a level of confidence, support and belonging that allows them to

maximize their full potential by focusing on their abilities, not disabilities.” In striving to,

“promote opportunities, supportive services and accommodations in a manner that

ensures dignity for everyone – employees, customers, family and the community

(INCLUDE, 2010)” INCLUDE has grown to seven chapters that are invited to bi–

monthly conference calls, to discuss challenges, best practices, available resources,

upcoming events, recruiting new members, new initiatives.. or to listen to a guest

speaker (Best Buy Conference Call, August 10, 2010) .

To clarify responsibilities and provide leadership opportunities for non-managers, the

INCLUDE group is organized around the clearly defined roles such as Executive

Sponsor, Co-chairs, Finance, Communications , Community Outreach, Commitment &

Recognition Chairs, and Store Captains. For example, the Finance Chair is responsible

for managing and tracking budget, measuring ROI, seeking additional funding and

tracking results to prove the business case. (Best Buy Conference Call, as January 28,

2010). Each new member of INCLUDE must complete a template to formalize his or her

commitment to the network. Beginning with a dictionary definition of commitment, the

document asks employees to provide their personal definition of commitment along with

detailed examples of how this will be demonstrated. These documents are read aloud to

the group and two other members are asked to check the employee’s progress towards

meeting these goals at the next meeting.

Armed with a specific mission and resources INCLUDE members have developed the

following strategy, “highlight disability as a customer-centric business case and using the

influence of its members and customer feedback to drive culture change (INCLUDE,

2010).” Drilling down to the tactical level, INCLUDE groups around the United States

are actively involved in a wide range of activities engaging each of the Three Pillars. For

example, volunteers from one INCLUDE chapter worked with Geeksquad employees to

identify products that assist people with disabilities and to showcase these at a

community health and wellness event (Best Buy Conference Call, May 12, 2010).

Recently, an INCLUDE team attended a Science, Technology, Engineering, and

Mathematics (STEM) Education Coalition conference to recruit new employees (Best

Buy Conference Call, July 13, 2010). Another INCLUDE group reached out to the

parents of a local school for children with special needs, developed an ongoing

relationship with the school and educated parents about technical assistance products.

INCLUDE also conducts many activities focused on the in-store experience. At the

request of INCLUDE members, the corporate team is creating a training program for

employees about Autism Spectrum disorders. The educational materials will focus on

employee and customer interactions. Another field chapter created an end cap with an

iPad displaying a number of apps that can benefit customers with disabilities. (Best Buy

Conference Call, July 13, 2010).

65. The Buy Case: The Inclusion of People with Disabilities – Case Text

Focused Involvement Networks (FINs)

To supplement its employee business network program, Best Buy launched, Focused

Involvement Networks (FINs) in 2010. FINs are more targeted, less formal networks

organized around “a common interest or shared passion that is not formally recognized as

a primary dimension of diversity (FIN page).”

One of two inaugural FIN groups is FACE, Facing Autism in a Caring Environment

(Best Buy Conference Call, January 28, 2010). Autism Spectrum Disorders (ASD) are

neurodevelopmental disorders characterized by widespread abnormalities of social

interactions and communication. A recent report by the Centers for Disease Control

suggest that as many as 1 in 110 children are affected by ASDs, a six fold increase over

the rate twenty years ago. Researchers at Columbia University found that 26% of the rise

in autism diagnoses could be directly attributed to changes in diagnostic criteria.

Increased awareness of autism and advanced parental age explain some, but not all, of the

remaining increase. The mission of The FACE network is “to build a community of Best

Buy employees that will promote awareness of Autism Spectrum Disorders and support

our families through networking, the sharing of resources and providing encouragement.”

Best Buy recognizes that Autism will need to be addressed from the talent pool

perspective as well as the customer perspective. Therefore, the company encourages

“parents of ASD children, employees and customers to share their stories about how ASD

has touched their lives” (Best Buy FACE, 2010).

Operationalizing Diversity at Best Buy

Best Buy’s willingness to make adjustments stems largely from its deeply-rooted value of

“learning from challenge and change.” Store managers believe that empowering these

employees provides, “a stronger teachable point of view for staff members that do not

have a disability.” Armed with increased knowledge and experience, employees without

disabilities are better able to serve the other two pillars, customers and the community.

BEST PRACTICES AT BEST BUY

Best Buy’s industry and its corporate values create an organizational bias toward

action and encouraging new ideas. One example is the Kalamazoo, Michigan store that

implemented a two hour “Quiet Time” shopping period each weekday. Overhead

music is turned off and sensory–sensitive customers have access to a “Relaxation

Room” where they are welcomed to take a break from the stimulation of shopping. In

addition to serving its sensory-sensitive customers, such as those with autism spectrum

disorders, this practice can benefit individuals with severe attention deficit

hyperactivity or seizure disorders.

Managers at the Best Buy store in Lake Jackson, TX are grateful to have Ryan Hemphill

on their sales team. Store manager Chris Banuelos said, “If I had one hundred Ryan’s, it

65. The Buy Case: The Inclusion of People with Disabilities – Case Text

would be wonderful (Ryan Hemphill, 2010).” Ryan, who has the autism spectrum

disorder, Asperger syndrome, is an Eagle Scout and works at Best Buy while attending

college. Although he has difficulty processing social information such as facial

expressions and body language, Ryan has had a lifelong interest in and knowledge of

electronics which serves him well at Best Buy. During his employment, Ryan

demonstrated that he had a strong grasp of what the customer experience should entail.

Ryan is determined to succeed and ends each shift by asking managers what else he can

do before he leaves. Ryan’s experience at Best Buy has allowed him to flourish and

provided an important step towards his independence.

Store 493 in Alexandria, Virginia has three team members with known disabilities. Two

employees use wheelchairs and one associate is deaf. Jai Datt was 24 and a frequent

customer when the manager asked him, “You are always in here, why aren’t you working

for me (APSE, 2008)?” Shortly thereafter, Jai began working by helping locate customers

in the store who needed assistance. Jai, who uses a wheelchair, eventually moved to the

Car Audio department and worked with Best Buy and a local government agency to

develop a system that allows him to check stock for customers on his own.

Robyn Schuler, who also uses a wheelchair, began working at the store in 2006 and

earned a promotion to Customer Associate. Robyn told store managers that the store’s

aisles were not wide enough. Upon her return from rehab, the issue had been fixed.

Robyn is grateful that the store manager “treats [her] like any other person” and “doesn’t

baby her (APSE, 2008).” Geek Squad agent Lisa Goodwin is deaf. She communicates

with customers using a computer and monitor equipped with two keyboards. Managers

have data to support their belief in the contributions made by their employees with

disabilities. Best Buy’s Customer Service Index tool allows guests to provide feedback

on interactions with employees and these three employees are consistently among the

highest rated.

Not content to rest on past successes and acknowledging that there is more value to be

gained from further inclusion, Best Buy continues to seek new opportunities for

employees with disabilities. In 2010, a local non-profit and an Illinois government agency

partnered in awarding Best Buy a two-year grant to develop Internal Disability Teams for

its stores in the Chicago area. The teams will be self-sustaining and capable of providing

training on accommodations, support for employees with disabilities and actively

encouraging the recruiting, screening, training and promoting processes for employees

with disabilities.

Social Responsibility: Partnering with Schools for the Deaf

Two Best Buy stores located near schools for the deaf have developed programs to better

serve hearing impaired customers. Store 427 in Fredericksburg, MD created a video

introducing its associates who are fluent in American Sign Language (ASL) and listing

the departments in which each works. The video, which was distributed to the nearby

Maryland School for the Deaf, also informed customers that they could communicate

65. The Buy Case: The Inclusion of People with Disabilities – Case Text

with employees while in the store using a computer and monitor with dual keyboards. In

Riverside, CA, store #392, is near the California School for the Deaf, one of the largest

K-12 institutions for the deaf in the country. So, management recruited six employees to

serve as ASL interpreters both in-store and online, designed a web interface that allows

consumers to browse the products on the website and discuss them with employees fluent

in ASL via a window on the screen. Customers can also view the work schedules of these

employees before going to the store.

Internships

Internships can provide a mutually beneficial opportunity for both the employer and the

employee. While participating on the school’s Business Advisory Board, Best Buy

established a partnership with Minnesota Life College, which trains young adults with

learning disabilities and is located near Best Buy’s headquarters in Richfield, MN.

INCLUDE member Michele Swiech went beyond hiring interns from the college when

she encouraged two of Best Buy’s corporate vendors, Bon Appetit and Pitney Bowes, to

hire students from the program as well (Pershing, 2010).

Awards

In 2010, National Rehabilitation Association (NRA) recognized Best Buy for being a

leader in recruiting, hiring and accommodating employees with disabilities. Best Buy was

nominated for the award by Brendon Cunningham, the Virginia Territory Project

Manager who was paralyzed from the waist down in a swimming accident. After the

accident, Best Buy provided support to his family and retrofitted the store where he

worked to meet his needs. Recounting her response to Cunningham’s accident, Susan

Williams, the territory HR director said, “I knew we would find a place for Brendon.

And, I said that with certainty without talking to anyone.” Williams’ reaction indicates

that the inclusion of people with disabilities may be deeply imbedded as what Schein

would call an operational value in Best Buy’s culture. As a Territory Project Manager,

Brendon is responsible for the planning and implementation of growth initiatives in the

field and leading complex rollouts while also sharpening their individual skills through

continued involvement in management training programs. Providing anecdotal support

for the business case for diversity, Cunningham said that he frequently receives emails

and phone calls from customers reporting that they made purchases at Best Buy after

learning about how well the company treated him (Cunningham, 2008).

Diversity Best Practices presented its 2010 Executive Sponsor award to Julie St. Marie,

executive sponsor of INCLUDE and the mother of a child with a disability. She has

developed new positions for INCLUDE members, implemented policy changes for

accommodation programs and created consortiums with retail competitors. St. Marie’s

efforts were also rewarded by the Department of Labor’s New Freedom Initiative Award

in 2008 which is the highest honor in the U. S. for organizations and individuals

demonstrating exemplary and innovative efforts to further the employment and

workplace environment for people with disabilities.

65. The Buy Case: The Inclusion of People with Disabilities – Case Text

Down Syndrome of Louisville (DSL) presented Best Buy’s Geek Squad and its

INCLUDE group the Employer of the Year award in 2010, recognizing their actions to

“improve the quality of life or promote a positive image for individuals with Down

Syndrome.” Local Best Buy employees have shown a commitment to, “hiring

individuals with developmental delays in respectful and meaningful employment along

with volunteer fundraising to build DSL’s Lifelong Learning Center (INCLUDE, 2010).”

The Association for Persons in Supported Employment (APSE) presented Store 493, in

Alexandria, VA which employs the three persons with disabilities with its 2008 award for

Best Employment Practices. This award recognizes businesses that “hire persons with

disabilities, fully integrates them into the workforce and encourages other organizations

to do the same.” A Best Buy customer, who owns an employment agency for individuals

with disabilities, saw these employees in action and nominated the store for the award.

Conclusion

Over many years, Best Buy has carefully created a culture of diversity inclusion in its

stores and at its corporate headquarters and has operationalized this into each of its three

pillars: employees, customers and the community. Best Buy has gone beyond its

espoused values to involve employees at all levels of the organization, provide resources

that support action and celebrate its success. While Best Buy recognizes the value of

including people with disabilities as a corporate citizen, the company also understands

the impact on the bottom line. As a 2010 company publication states, “by creating an

inclusive environment… Best Buy can find and keep the best talent, become a trusted

community partner and achieve profitable growth (Diversity & Inclusion, 2010).”

Americans with Disabilities Act (ADA, 1990)

This federal legislation is designed to “prevent discrimination and enable individuals with

disabilities to participate fully in all aspects of society (U.S. Department of Justice,

2000).”

Points of Law

The ADA prohibits discrimination on the basis of disability in employment, state and

local government, public accommodations, commercial facilities, transportation, and

telecommunications (U.S. Department of Justice, 2005). To be protected by the ADA,

one must have a disability or have a relationship or association with an individual with

a disability.

An individual with a disability is defined by the ADA as a person who has a physical or

mental impairment that substantially limits one or more major life activities, a person

who has a history or record of such an impairment, or a person who is perceived by

others as having such an impairment. The ADA does not specifically name all of the

impairments that are covered (U.S. Department of Justice, 2005).

65. The Buy Case: The Inclusion of People with Disabilities – Case Text

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From an employment perspective, Title I applies to organizations with 15 or more

employees and it prohibits discrimination in recruitment, hiring, promotions, training,

pay, social activities, and other privileges of employment. The law requires that

employers make reasonable accommodation to the known physical or mental limitations

of otherwise qualified individuals with disabilities, unless it results in an “undue

hardship” for the organization which means accommodations that would result in

significant difficulty or expense (U.S. Department of Justice, 2005).

Examples of reasonable accommodations include: reducing clutter and distractions for an

employee with a brain injury, providing specialized equipment such as a large-key

keyboard for a data entry operator who has lost an arm, providing written instructions

and information for an employee with hearing loss and allowing an employee to bring his

or her service animal to work.

Discussion Questions

1. Best Buy’s flagship Transformational Learning program is a 3-day immersion

experience in Memphis, Tennessee. In recent years, Best Buy has sent more than

1,300 workers to participate in the program, which includes a visit to the National

Civil Rights Museum. Each participant develops a Diversity & Inclusion Action Plan

aimed at creating an inclusive environment for employees and customers. This

program is an example of a hands-on learning experience. How could Best Buy create

65. The Buy Case: The Inclusion of People with Disabilities – Case Text

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Wright, M. W. and Ferguson, W. J. (2005). The new business normal: the peril and

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65. The Buy Case: The Inclusion of People with Disabilities – Instructor Notes

THE BEST BUY CASE: THE INCLUSION OF PEOPLE WITH DISABILITIES

David P. Harvey

Goals

• To explore Best Buy’s award-winning program for the inclusion of people with

disabilities

• To understand the critical role of corporate values and executive support in Best

Buy’s programs

• To provide evidence for the business case for employing workers with

disabilities

• To present the basic legal obligations of businesses to employees and customers

with disabilities

Case Synopsis

This case details the set of policies and practices at Best Buy that support the inclusion of

people with disabilities. Best Buy’s efforts are part of a broader diversity initiative

involving people at all levels of the organization. By providing a combination of tools,

resources and incentives, Best Buy has created a robust program to support the inclusion

of employees and customers with disabilities.

Outline of Key Points

I. Business Case for Diversity

A. Prevalence of disabilities

B. Cost of accommodation and other employment issues

C. Economic considerations

II. Best Buy: Corporate Profile

III. Executive Leadership

A. Brian Dunn, CEO, commitment to diversity

IV. Diversity at Best Buy

A. Three pillars: employees, customers and community

B. Involving and empowering employees at all levels

V. Employee Business Networks (EBNs)

65. The Buy Case: The Inclusion of People with Disabilities – Instructor Notes

A. Measurement of business outcomes and support for EBNs

B. INCLUDE — The Disability EBN at Best Buy

1. Mission and structure

2. Activities

a. Recruitment

b. Community outreach

c. In-store initiatives

VI. Focused Involvement Networks (FINs)

A. Facing Autism in a Caring Environment (FACE)

1. Autism prevalence

2. Mission

VII. Operationalizing Diversity at Best Buy

VIII. Best Practices at Best Buy

A. “Quiet Time” shopping period for sensory-sensitive customer

B. Employees with disabilities at Store 493 in Alexandria, VA

C. Development of Internal Disability Teams

IX. Social Responsibility: Partnering with Schools for the Deaf

A. Store 427 in Fredericksburg, MD

B. Store 392 in Riverside, CA

X. Internships

A. Minnesota Life College

XI. Awards

A. National Rehabilitation Association (NRA)

1. Brendon Cunningham

B. Department of Labor’s New Freedom Initiative Award

C. Down Syndrome of Louisville (DSL), Employer of the Year Award

D. Association for Persons in Supported Employment (APSE)

XII. Conclusion

XIII. Legal Brief: The Americans with Disabilities Act (ADA)

65. The Buy Case: The Inclusion of People with Disabilities – Instructor Notes

Additional Resources

U.S. Department of Justice- Americans with Disabilities Act (ADA) Home Page

www.ada.gov/

U.S. Department of Labor- Civil Rights Center

www.dol.gov/oasam/programs/crc/

U.S. Department of Labor- Office of Disability Employment Policy

www.dol.gov/odep/

U.S. Equal Opportunity Employment Commission

www.eeoc.gov/

The Job Accommodation Network (JAN)

http://askjan.org/

The U.S. Business Leadership Network (USBLN)

www.usbln.org/

Earnworks

www.earnworks.com

National Disability Rights Network

www.napas.org/

Society for Human Resource Management (SHRM)

www.shrm.org/hrdisciplines/Diversity/Articles/Pages/disability_072110.aspx

Best Buy – Diversity Homepage

http://diversityatbestbuy.com/

Americans with Disabilities Act: A Guide for People with Disabilities Seeking

Employment. Publication Number ADA-000. ICN 951750. October 2000.

www.ada.gov/workta.pdf

Guide to disability rights laws. (2005). U.S. Department of Justice, Civil Rights

Division, Disability Rights Section.

www.ada.gov/cguide.pdf

Know your rights, returning service members with disabilities. (2010). U.S. Department

of Justice, Civil Rights Division, Disability Rights Section.

www.ada.gov/servicemembers_adainfo.pdf

U.S. Department of Justice- ADA Business Briefs.

www.ada.gov/business.htm#anchor-bbriefs

ADA questions and answers. U.S. Equal Employment Opportunity Commission.

www.ada.gov/q%26aeng02.htm

65. The Buy Case: The Inclusion of People with Disabilities – Instructor Notes

Dept of Labor- ODEP: Investing in People: Job Accommodation Situations and Solutions

www.dol.gov/odep/pubs/misc/invest.htm

From Earnworks: List of resources for business professionals regarding the recruitment,

hiring and retention of people with disabilities.

www.earnworks.com/employers/tools/index.asp

Society for Human Resource Management » HR Disciplines » Diversity » Disability

www.shrm.org/hrdisciplines/Diversity/Pages/disability.aspx

Survey: Companies Have Scaled Back Disability Hiring Programs

www.shrm.org/hrdisciplines/Diversity/Articles/Pages/CompaniesHaveScaledBack.

aspx

Prevalence of autism spectrum disorders. Autism and developmental disabilities

monitoring network, United States, 2006. Morbidity and Mortality Weekly Report.

2009;58(SS-10). Retrieved from www.ncbi.nlm.nih.gov/pubmed/20023608

Employee business network tools and resources. Best Buy Co, Inc. Retrieved from

http://canyoubeyou.com/EBN_Tools_Resources.html

Videos

Focusing on Abilities. Best Buy video featuring various efforts related to the inclusion of

people with disabilities.

http://ourstories.iambestbuy.com/Focusing_On_Abilities.html

ASL Canyon Springs. Video featuring efforts to serve Deaf customers.

http://ourstories.iambestbuy.com/ASL_Canyon_Springs.html

MSNBC clip discusses Best Buy sending employees to the National Civil Rights

Museum. Segment title: “For Best Buy Workers, a Racial Orientation” MSNBC.

April 4, 2008. www.msnbc.msn.com/id/22425001/vp/23960059#23960059

For more information on Immersion program, visit:

www.bestbuy-jobs.com/content/transformational-learning-programs/

Additional Information About Best Buy

Best Buy has sent employees to Walgreen’s Distribution Facility in Anderson, SC to

learn from its best practices in empowering and integrating workers with disabilities.

All Best Buy employees have access to detailed resources, including presentations,

posters, tracking spreadsheets and FAQs, which aide each step in the formation and

65. The Buy Case: The Inclusion of People with Disabilities – Instructor Notes

VIII – 75

growth of new EBNs. Meeting materials including sample agendas, mission and vision

development resources, sign–in sheets and a facilitator’s guide are also available.

Recently, the federal government helped fund the Workforce Recruitment Program at

EARNWorks. The program features a database of over 2,500 pre-screened and qualified

college students and recent graduates with disabilities who are seeking summer or

permanent employment.

Discussion Questions and Answers

1. Best Buy’s flagship Transformational Learning Program is a three-day

immersion experience in Memphis, Tennessee. In recent years, Best Buy has

sent more than 1,300 workers to participate in the program, which includes a

visit to the National Civil Rights Museum. Each participant develops a Diversity

& Inclusion Action Plan aimed at creating an inclusive environment for

employees and customers. This program is an example of a hands-on learning

experience. How could Best Buy create a hands-on experience to train its

employees on the inclusion of people with disabilities?

Examples of possible solutions:

2. The INCLUDE group for persons with handicaps has three areas of focus: to

utilize disability recruitment, resources and innovations to close gaps in the

workforce and marketplace, to provide growth, profitability and a competitive

advantage; to serve a diverse market by providing products and services

expected by the customers; to communicate and educate information to the

community that does not often get into the mainstream papers or news

programs. Evaluate Best Buy’s performance against the three focus areas for

INCLUDE. How can Best Buy improve its performance in each area

a) To utilize disability recruitment, resources and innovations to close gaps in

the workforce and marketplace, to provide growth, profitability and a

competitive advantage?

Use employee networks to recruit internally and work with local networks that

serve people with disabilities to identify qualified candidates for employment.

65. The Buy Case: The Inclusion of People with Disabilities – Instructor Notes

b) to serve a diverse market by providing products and services expected by

the customers?

c) to communicate and educate information to the community that does not

often get into the mainstream papers or news programs?

3. Best Buy offers financial support for local store employees to test new ways to

reach out to customers with disabilities. Several specific examples are listed in

the case. List three additional examples of low-cost initiatives any retail store

could develop to strengthen relationships with customers with any type of

disability.

Examples of possible initiatives:

4. Explain why Best Buy’s industry provides the company with incentives to create

a strong culture of inclusion for people with disabilities.

A 2007 report by Accenture identified three keys to sustaining growth in retail:

65. The Buy Case: The Inclusion of People with Disabilities – Instructor Notes

VIII – 77

not be sufficient for Best Buy to distinguish itself in the face of increasing

competition. Therefore, Best Buy must create a deeper connection with its customers.

Making meaningful and public efforts to include employees and customers with

disabilities is one way to achieve this.

Writing Assignment

In 2007, the Anderson School of Management at UCLA created a leadership

development program for mid-level managers with disabilities. Go to

http://www.anderson.ucla.edu and search for http://askjan.org “Leadership Institute

for Managers with Disabilities.” Read about the program and write a one– to two-page

memo to your boss justifying how both your company and the employees could

benefit by sending one of your talented subordinates to this program.

Diversity on the Web

Go to http://ourstories.iambestbuy.com. Search for and watch the video “Focusing

on Abilities.” How does Best Buy’s commitment to the inclusion of people with

disabilities affect your perception of the company as a customer and as a potential

employee?

Points of Law

The ADA prohibits discrimination on the basis of disability in employment, state and

local government, public accommodations, commercial facilities, transportation, and

telecommunications (U.S. Department of Justice, 2005). To be protected by the ADA,

one must have a disability or have a relationship or association with an individual with

a disability.

An individual with a disability is defined by the ADA as a person who has a physical

or mental impairment that substantially limits one or more major life activities, a

person who has a history or record of such an impairment, or a person who is

perceived by others as having such an impairment. The ADA does not specifically

name all of the impairments that are covered (U.S. Department of Justice, 2005).