How to motivate generation Y at the workplace?
- Retail market context
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Dissertation submitted as a requirement to obtain the degree in
MBA BUSINESS MANAGEMENT
How to motivate generation Y at the workplace?
- Retail market context
Kalinka Macagnan
Student number - 1654769
Word count: 20,814
May 2013
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Contents Page
Introduction ......................................................................................................................7
Chapter I ...............................................................................................................................
Literature review ................................................................................................................
1. Human resource management: an overview...............................................................11
2. Generation: personal and work characteristics ...........................................................15
2.1. Veterans ...............................................................................................................17
2.2. Baby Boomers .....................................................................................................17
2.3.Generation X ........................................................................................................18
2.4. Generation Y .......................................................................................................19
3.Workplace: a changing environment ...........................................................................24
3.1. Retail environment ..............................................................................................25
3.2. Job design ............................................................................................................25
3.3.Organizational culture and best fit .......................................................................26
4. Motivation ..................................................................................................................28
4.1. Theories of motivation ........................................................................................30
4.1.1. Content theories ................................................................................................30
a) Maslow‟s hierarchy of needs ..............................................................................31
b) Alderfer‟s ERG theory ........................................................................................33
c) Herzberg‟s two-factor theory ..............................................................................33
d) McClelland‟s acquired needs theories ..............................................................35
4.1.2. Process theories ................................................................................................36
a) Vroom‟s Expectancy theory ...............................................................................37
b) Latham and Locke Goal-setting theory ...............................................................38
c) Adam‟s Equity theories .......................................................................................40
Chapter II .............................................................................................................................
5. Research question ......................................................................................................42
Chapter III............................................................................................................................
6. Methodology...............................................................................................................43
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6.1. Introduction .........................................................................................................43
6.2. Proposed Methodology........................................................................................43
6.3. Proposed Sampling Methodology .......................................................................45
6.4. Data Collection tools ...........................................................................................47
6.5. Data analysis........................................................................................................48
6.6. Limitations of the research ................................................................................. 48
6.6.1. Practical efforts to obtain/ access primary data .............................................48
6.6.2.Personal biases................................................................................................49
6.7 Ethics. ...................................................................................................................49
6.8.Time allocation .....................................................................................................49
Chapter IV ............................................................................................................................
7.Darta analysis/ Findings ..............................................................................................51
8. Conclusion ..................................................................................................................61
9. Recommendation ........................................................................................................69
10.Self reflection on Own learning and performance ...................................................70
Bibliography ....................................................................................................................75
Appendix I ... ....................................................................................................................90
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Abstract
The main purpose of this paper is to investigate and discuss how to motivate Generation
Y employees at workplace, increasing their performance and satisfaction, and helping the
organization to achieve its goals. The concern about motivation has increased as business
environment becomes more competitive and organization‟s Human Resources (HR)
happen to be more important to the business success. The increased number of
researchers across the HR field focuses on the differences in generations and its
consequences at workplace; this research aims to focus on factors that can foster
motivation in the specific group of employees known as millenniums because they differ
greatly from any other cohorts and also because they are the future of any organization.
They have twisted organization inside out with their requirements and suffering with
stereotypes largely reported by observation rather than utilizing empirical evidences. In
consequence of this misunderstanding, many organizations are facing difficulty to attract
and maintain this new generation of employees that can greatly contribute to the firms‟
success. Aiming to understand certain behaviours and work attitudes of these employees,
the current research analyses the role of HRM and its evolving through times, from its
emergence until its recognition of strategic role. Going further, it will analyse the concept
of generation, differentiate cohorts and their behaviours, aiming to understand way
organizations structure in certain ways and why the new employees demand new
structures and policies. Theories of motivation will also be studied aiming to gain more
knowledge. The research will conduct in-depth interviews with members of Gen Y in
order to discover what motivates them to work. The study will contribute to the HRM
field because it will suggest what management style is more effective to manage
millenniums.
Keywords: Human Resources Management, Motivation, Generations, Generation
Y, Workplace, Organizational Culture, Retail Context.