Employee Motivation in Recessionary Times: Amazon Dissertation, 2019

This dissertation, submitted for a Master of Global Business Management at Roehampton University, investigates strategies associated with employee motivation during recessionary periods, using Amazon as a case study. The research explores the impact of economic downturns on employee performance, job satisfaction, and retention. It examines various motivational theories and models, evaluating challenges faced by Amazon and outlining strategies that can be implemented without significant financial investment. The study employs a mixed-methods approach, including a literature review, quantitative research via questionnaires, and qualitative analysis using thematic methods. The findings highlight the importance of leadership, communication, and recognition in maintaining employee engagement during economic hardship. The dissertation concludes with recommendations for Amazon to enhance employee motivation and overall organizational performance, particularly emphasizing the need for adaptive strategies in response to economic fluctuations. The research also addresses the challenges of data collection and resource constraints during the research process, and offers suggestions for future research in this area.

To investigate strategies associated with employee motivation in the context of
recessionary period: A study on Amazon
by
Abdullah Bik(BIK15392515)
A dissertation submitted for the Master of Global Business Management
Roehampton University Business School
2019

Abstract
In this research, the study is conducted on the bases of motivating employees at the time of
recession and this study is related to the amazon company which is one of the most successful
technology based company engaged in e-commerce and digital streaming of videos and games.
Decline in economic activity and growth which leads to lower performance and development of
economy. The aim of this research project is strategies of motivating employees without
investing surplus money at time of recession. During recession the profitability of the firm is
reduced which have a high impact on the economic growth of the business and the sales of the
company are reduced drastically. The topic chosen for this research is effective as it will help the
other researcher in this future study. Moreover, the Organisation chosen for the research is
Amazon which is involved in the online retailing. Adoption of motivational theory helps in
enhancement of the performance of the employees and overall business organisation as well. The
motivational strategies adopted by the company help in retaining the employees for the longer
period. It assists in enhancing the performance of the employees and provide them with job
satisfaction.
Research methodology helps in identifying the type of research and that data which is required to
be gathered on the basis of identifying the type of research and the analysis which is required to
make. Quantitative research is helpful in for identifying the information through the help of
views of authors or by using the numerical data for the study to provide evidence for the
research. Interpretivism philosophy because it will assist in identifying the effectiveness of the
research by gathering the information which is accurate and reliable by conducting the in- depth
study. In this research study it also uses the questionnaire through which it will be able to get the
first hand information from the respondents. The thematic method analysis uses the qualitative
technique to analyse the information related to study in order to identify the useful information
for the research. It further carries with the survey on 20 randomly selected employees of
Amazon.
Motivation sometimes bring the interest of the employees for longer term and sometimes it
decreases the employees turnover as if the person are not interested in working in their field.
This results in committing more work in similar time and efforts and results in more productivity
in the company. Organization issue various benefits such as by providing awards and recognition
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and various other benefits in terms of motivating the employees at the recession periods.
Employees are the major part of every company and their working as a team provides more sales
and profits to the organisation. Implementation of motivational strategies helps in providing the
employees with job satisfaction. At the time of recession, the unemployment rate is increased
due to the recession which affect the profitability and performance of the organisation. Leaders
also motivate employees by removing the barrier of communication and interaction with
different team members and can discuss the issue and the problems which they raised at the time
of completing the projects. This refer to motivate employees by costing less charges in training
session and also it results in retention of employees for longer term.
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Declaration
The work I have submitted is my own effort. I certify that any and all the material in this
Dissertation, that is not my own work, has been identified and acknowledged.
No materials are included for which a degree has been previously conferred upon me.
Signed: Date:
Abdullah Bik 01/09/2019
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Contents
1. Introduction.................................................................................
1.1. Context...............................................................................6
1.2. Research problem and question...........................................7
1.3. Rationale.............................................................................8
1.4. Timeline and resources........................................................8
1.5 Resources...........................................................................11
1.6 Outline of Study..................................................................11
2. Literature review........................................................................
3. Research design and methodology..............................................
4. Results, analysis, evaluation of findings and Discussion...............
5. Recommendations......................................................................
6. Conclusions................................................................................
References......................................................................................
Appendices......................................................................................
Questionnaire...........................................................................55
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1. INTRODUCTION
1.1. CONTEXT
Recession means decline in economic activity and growth which leads to lower
performance and development of economy. Recession is the period where the business face
major problem in finding productive employees for the organisation due to high unemployment
and thus it is required to motivate the employees for retaining them in business for the long run.
During recession the profitability of the firm is reduced which have a high impact on the
economic growth of the business and the sales of the company are reduced drastically. Recession
leads to decline in the economic activity. In this research, it will provide understanding of the
various motivational strategies which can be adopted by the organisation which helps company
to retain employees and do not lose their job.
Present research is based on Amazon, which was founded by Jeff Bezos in 1994 with a
strong competition in technology and e commerce sectors. With having a strong brand name in
relation to dealing in online business of consumer products and electronics, they are now linked
with one of the most innovating online business in global market. As many employees are
managed with such business and carrying their activities at larger scale in that cases they are
considered to be one of the second largest technology based company in terms of revenue. They
mainly deal their business online and also operates in various countries to attract customer
through their products and services at international global market. In this study the research will
use the primary and secondary data for identifying the information regarding the Topic.
With the help of motivation strategies the business is able to provide the employees with
job satisfaction that will assist in motivating the employees for improving their performance to
perform better to cope up with the problems of recession. In this research, it will provide the
secondary information and the literature sources to analyse the information regarding the topic to
have better understanding about the motivational strategies which can be used by the
organisation. Moreover, it will include the discussion on the basis of the finding through the
primary and secondary data to identify the effectiveness of the motivational strategies. It will use
the research methods to identify the in- depth information about research to provide better
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understanding regarding the research topic. The researcher will use the data collection from
different sources to gather the information about the motivation strategies which can assist in
motivating the employees of the organisation. The research problems understand is regarding the
issues which are being faced by the business during the recession which can be solved by using
the motivational strategies in order to reduce the unemployment rate.
Research problem:
The major research issue which is faced at the time of conducting research are in context
of getting not appropriate time to collect the more data which is relevant to topic. As research is
bound with the time and also it is to be completed with the set time standards thus lot of areas are
to be neglected where there are more chances to get the accurate results. The problem arises at
the time of saving the data in system which there are more chances of hang of system when there
is urgent need of it. The issue may be in results to lack of resources as researcher had not
appropriate resource to gather the information more minutely which results in getting
inappropriate results. The major problem which is faced by researcher is in case of proof reading
the dissertation as lot of mistakes are arises and also new aspects are to be analysed in research
which is difficult to be adjourned in the existing research work.
1.2. RESEARCH PROBLEM AND QUESTION
Aim:
To assess strategies associated with employee motivation during recessionary period with
regards to Amazon.
Objectives:
 To develop understanding about theories and models of employee motivation.
 To evaluate challenges faced by Amazon at the time of recession in relation to managing
employee motivation
 To outline motivational strategies which business can implement without investing
surplus money.
 To recommend strategies to Amazon which enhances employee motivation during
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recession.
Research questions
Q.1 What are the theories and models of employee motivation?
Q.2 What challenges Amazon faced during recessionary period with regards to employee
motivation?
Q.3 What kind of strategies Amazon can employ for raising employee motivation?
1.3. RATIONALE
In the changing environment the major issue through which the research is conducted in
resultant to finding the outcomes of recession and the impact of employees working in the
company. As researcher find this topic interesting as lot of information are to be gathered
regarding this topic and also the overview is to be taken by raising queries in relation to
examining the major issue which is to be faced by company and employees during recession
period. In this dissertation the major issue which is to be examined is in respect of recession
period and how to overcome from, such issue by motivating the employees to achieve better
work to secure the jobs in company. The main reason behind which the research is conducted is
in respect of bring various ways and strategies which is used by company to motivate their
employees to work and achieve targets within the stipulated time. Researcher finds this
interesting to know with techniques and methods which is used by company to tackle the issue
which affects the employee's liability and company stability at large scale. Thus, by examining
the condition of company, researcher select this topic as by bringing new factors or collecting
data which helps company to take effective decision and also bring various techniques to
motivate employees during recession period.
1.4. TIMELINE AND RESOURCES
Activities /
weeks
1 2 3 4 5 6 7 8 9 10 11 12 13 14
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Selection of
research topic
Developing
research aim and
objectives
Designing
research
proposal
Assessment of
books, journal
and scholarly
article:
secondary
research
Research
methods
selection
Designing
questionnaire
Sending
questionnaire to
the selected
respondents for
primary data
collection
Analysing
gathered data set
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Concluding
findings
Giving
recommendation
s
Doing
formatting
Taking feedback
from tutor
Doing changes
and final
submission
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1.5 RESOURCES
The resource which has been used during the research has consisted of the human resources,
physical resources, funding, equipment such as laptop etc. has been used to carry out the research in
the effective and efficient manner. It is important to identify the resources which has be required for
conducting the research in the effective and efficient manner. With the help of all the resources
which are required for conducting the research, the researcher has been able to perform the activities
in the proper plan without delay in the completion of the research which is beneficial for completing
the research in proper way. The research has been feasible as it has provided information about the
topic which is important for the organisation because during the recession period the employees does
not stick to one job and the organisation need to know the strategies which can help them in
motivating and retaining the employees for the longer period in the business. The resources used for
the study help in conducting the research in the effective and efficient manner to provide solution to
the research problems.
1.6 OUTLINE OF STUDY
Chapter 1: Introduction
First chapter of dissertation highlights background as well as problem of the research study. It
presents research aim and objectives on which whole study is based. Further, introductory chapter
also contains structure which will be followed in dissertation.
Chapter 2: Literature Review
Once aim & objectives have been drafted them next chapter will be initiated. In second
chapter, brief thesis has been prepared by making evaluation of books, journals and scholarly articles
related to employee motivation and recession. This is one of the most important chapter which
provides input for analysing gathered data set effectually.
Chapter 3: Research Methodology
Third chapter of dissertation presents tools & techniques which has been applied for meeting
research aim and objectives. It includes research type, approach, philosophy, sampling, data
collection and analysis method.
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Chapter 4: Data analysis and findings
Fourth chapter of dissertation is highly significant which presents results of the concerned
issue. Hence, for assessing strategies of employee motivation with regards to Amazon thematic
analysis has been done. Accordingly, as per the gathered responses several themes have been
prepared and findings supported through LR section. In addition to this, graphs have also been added
to facilitate better understanding about topic.
Chapter 5: Conclusion & recommendations
Final chapter of dissertation presents conclusion of findings derived pertaining to strategies in
relation to employee motivation during recession. Further, it also includes recommendations that
Amazon should employ for improving employee motivation.
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