Corporate events are becoming more important than ever. Businesses are now increasingly relationship driven’, dominated by alliances, mergers and teams. While in other social contexts, growth of social media means that people come in contact with a wider variety of people outside work as well. Corporate events play a horizontal bridging role – giving people a different context in which to relate.
They are rich avenues for building new and unexpected yet sustained relationships. For example, if people have met each other at a corporate event, they are generally more inclined and willing in future to trust each other in business.
As a result, the more electronically connected the world becomes, the more important corporate events become.