Employee Engagement is for Everyone - if everyone is like us. : A Postcolonial Analysis of Western Norms in Thailand.

This study examines how three western companies, that have expanded to Thailand, have conceptualized Employee Engagement (EE) within the Thai context. Using qualitative methods through semi-structured interviews with HR-representatives, the data were analyzed from a postcolonial theory. The analysis identifies themes such as discursive power, hybridity and universality, highlighting the dominance of western norms in shaping EE practice. Despite efforts to incorporate local perspectives through focus groups and engagement surveys, the results show a symbolic inclusion of Thai culture rather than genuine integration. This tension results in the perpetuation of western hegemony, the marginalization of local voices, and challenges in promoting effective EE in Thailand.