Motivation Theories and Their Role in Amazon's Business Context

This report delves into the business context of Amazon, exploring the significance of motivation theories in driving employee performance and achieving organizational goals. It examines key motivational theories, including Theory X and Y, and Herzberg's two-factor theory, providing insights into their application within Amazon's operational framework. The report highlights how these theories influence employee behavior, skill enhancement, and morale. Furthermore, it touches upon Maslow's hierarchy of needs, offering a comprehensive understanding of the psychological aspects of motivation. The conclusion emphasizes the importance of understanding and applying these theories in the context of business planning and organizational success. The report provides a detailed analysis of how Amazon utilizes these theories to create a productive and motivated workforce.

Context of Business(Part-1)

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
Motivation theories and their role in organisation and its overall working...........................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Business context refers with a specific vocabulary, which is employed. This can be an
individual of an organisation or a larger business community. The present report includes about
the motivation theories, which is concerned with the processes that describe how human
behaviour is activated and concerned to achieve business goals. The report is all about Amazon,
which is the world's largest online retailer multinational technology company which focuses on
e-commerce, artificial intelligence and cloud computing (Bell, Bryman and Harley, 2018) . This
company was founded on 5 July, 1994 by Jeff Bezos. This report emphasizes on the theories of
motivation and their role in organisation, along with its overall working. In addition with this the
Maslow's hierarchy theory has also been discussed in the report.
TASK 1
Motivation theories and their role in organisation and its overall working.
Motivation is a very important factor that comprises of various tools and techniques that
are majorly used for skill enhancement and building morale of employees. Motivation is a quite
area and cannot be summed up very easily. It is a combination of both internal as well as external
factors that are relatively the cause behind hampering or developing performance level and
personality of individuals (Crane and Matten, 2016) . Hence in present context of Amazon it can
be observed that motivation acts as a appraising factor for both organisations as well as
individuals. Motivation refers to a reason that is inclined towards actions performed by
individuals along with their willingness as well as goal achievement behaviour. Motivation is
basically derived from the word motive which refers to a need that should be satisfied in order to
derive effectiveness and efficiency. There are a number reasons that influence needs or wants.
Hence in context of Amazon it can be said that managers and leaders of Amazon need to
consider training and development modes for building morale of employees and also enhancing
their performance levels. It acts as a lifeblood in any business entity which helps in promoting
growth opportunities. There are various motivational theories which have been explained in
context of Amazon and have further been stated as under:
Theory X and Y were propounded by professor Douglas McGregor in the year 1960 .
These theories are basically based on two main aspects of work out of which one is positive and
other is negative (Jazdi, 2014) . Also a number of assumptions were derived from these theories.

Both these theories are based on intuitive deductions rather than research approach. Theory X
and Y have further been stated as under:
Theory X: Theory X provides with a pessimistic view of people ( negative approach). As
per this theory people are generally likely to be less motivated and tend to get away from work
whenever they receive an opportunity to do so. As per this theory manager of Amazon believe
that employees need to continuously prompted, rewarded on punished so that their efficiency can
be maintained and they complete their tasks assigned in specified time frame as well. In this
theory employees are often motivated using a carrot and stick approach and performance
appraisal or rewards are entirely based on tangible results or performance index. These tangible
results can either be in the form of sales, figures or product output. All these factors help in
controlling staff and their overall performance along with keeping an eye on their behaviour and
performance as well (Zhang, Chen and Ang, 2014) .
Theory Y: This theory is specifically based on a positive or an optimistic approach. In
this approach managers and leaders undertake decentralised and participative form of
management style or approach. This theory helps in building a more collaborative as well as trust
based relationship where both managers and employees are free to express their ideas and
opinions. In context of Amazon this approach of motivation was considered when managers and
leaders realised that employees were capable enough and expected or desired an independent and
democratic working culture where they can freely participate in decision making processes as
well as strategy formulations. As per this theory managers in Amazon believe that their
employees are self sufficient and can handle their duties on their own.
Another important or essential motivation theory that has been examined by managers of
Amazon is Herzberg two factor theory. This theory has further been stated as under:
Herzberg's two factor theory: Professor Fredrick Herzberg was a behavioural scientist
who proposed two factor theory in the year 1959. This theory mainly entitles two factors that
drive motivation and satisfaction in minds of employees such as motivational factors and
hygiene factors. Both these factors have further been explained in detail as under:
Hygiene factors: It is a name given to those essential factors which help in existence of
motivation and higher morale of employees at workplace. These factors are quite basic and
cannot drive motivation for a longer period of time, but if in any case these factors go oiut
missing from the organisation then it may greatly affect organisational culture of a business

concern. Hygiene factors are name given to the factors which satisfy and motivate employees
whenever they are present in a business concern. Also they are quite extrinsic to work and
organisational culture. This factor is mainly used by managers of Amazon for driving a sense of
satisfaction and motivation the the minds of their employees which further will help in
improving their effectiveness and efficiency. Examples of hygiene factors include job security,
policies of a business, fringe benefits etc.
Another important motivation factor which is considered in this theory is motivators. These
factors have further been stated as under:
Motivational factors: Professor Herzberg does not consider hygiene factors as a source
for driving motivation and cannot be regarded as motivators. Motivational factors are one that
drive motivation and satisfaction in the minds of individuals. These factors are quite inherent in
nature and motivate employees for performing with higher efficiency and skills. These factors
play a quite important role in a business and help in improving performing skills and abilities of
employees in Amazon. Various key examples of motivational factors include recognition,
growth and promotional activities, responsibility of employees etc.
CONCLUSION
From the above report, it has been concluded that business context is a method which
determine the environment in which a business operates and is important as a aspect of business
planning. The theory of motivation has been concluded that motivation is very important factor
which has comprises of various tools and techniques that are majorly used for skill enhancement
and building morale of employees. Along with this the Maslow's hierarchy of needs theory is
elaborated by that, this is an important theory which deals in psychology of individuals as in
based on a five tier model that infuses needs and requirement of peoples.
REFERENCES
Books and Journals
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university press.
Jazdi, N., 2014, May. Cyber physical systems in the context of Industry 4.0. In 2014 IEEE
international conference on automation, quality and testing, robotics (pp. 1-4). IEEE.

da Cunha Mattos, T. and et.al., 2014. A formal representation for context-aware business
processes. Computers in Industry.65(8). pp.1193-1214.
Cheng, C. C., Yang, C. L. and Sheu, C., 2014. The link between eco-innovation and business
performance: a Taiwanese industry context. Journal of Cleaner Production.64. pp.81-
90.