Organizational Behaviour: A Study of Dorothy Perkins

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ORGANISATIONAL BEHAVIOUR
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Table of Contents
INTRODUCTION............................................................................................................................. 3
LO1.................................................................................................................................................4
P1 M1.........................................................................................................................................4
LO2.................................................................................................................................................7
P2............................................................................................................................................... 7
M2............................................................................................................................................13
LO3............................................................................................................................................... 15
P3............................................................................................................................................. 15
M3........................................................................................................................................... 16
CONCLUSION............................................................................................................................... 19
REFERENCES.................................................................................................................................20
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INTRODUCTION
In this competitive world and the increasing corporate sector, it has become very important to
understand the behaviour of the employees who are working the company. The way they
behave and have an approach to work forms the culture and environment in the organization.
Organizational behaviour is the psychological analysis of human behaviour by taking into
consideration all the factors which enable the employee behaves in a particular way. This
assignment explores the different culture that prevails in the organization, application of
various concepts and philosophies in the organization is being done along with the importance
of the of organizational behaviour (Miner,2015)
Dorothy Perkins is a multinational fashion company which produces clothing styles for women.
It was founded in 1909 which is a privately owned company headquartered in London, UK. This
brand serves many countries (Dorothy Perkins, 2019. The organizational behaviour of Dorothy
Perkin will be studied by applying the above theories and concept
(SOURCE: Dorothy Perkins, 2019)
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LO1
P1 M1
The culture of the organization is build up by the set of the behaviour which the employees
follow in the organization. The approach of the behaviour of the employee in Dorothy Perkin to
a great extent affects the individual and the team working in the company by adopting the
following behaviour:
CULTURE AND ITS IMPACT
The culture of Dorothy Perkins is very adaptive and supportive in nature. The company is proud
of the culture it has and the way employees construct the culture in the company for which
several entities have given recognition and rewards to the company for its exceptional
organizational behaviour and harmony (Cacciattolo,2014). This has made Dorothy Perkin for its
well-known culture, brand and employee satisfaction. It follows the following four cultures
model which is given by Charles Handy in 1999, for its smooth functioning and constructive
culture:
 Power Culture:
The power culture holds the centralization of power in the hands of a few individuals
who are the key or main person in the organization. The other supervisor and
employees have to follow the instructions and orders released by these people who are
generally in the top management. This type of culture creates a job dissatisfaction
among the employees and this culture is not generally followed in today’s competitive
world as it leads to increased employee turnover because employees are not given
freedom to work according to their style and the ideas and suggestion from their part is
not welcomed by the employees (Blowers,2017)
 Role Culture:
The role culture is the culture where the specific role is carried out by a specific person
in Dorothy Perkins. This role is assigned to the sub-ordinates according to their
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expertise and specialization in a particular area. This enables the company to use their
expertise and knowledge in the work to gain the perfection, productivity and
effectiveness that affects the organization on a macro level. Role culture is the mostly
used culture in the organization where the teamwork is required high as it enables the
team collectively to work in an effective manner and it helps in developing the
interpersonal relation.
 Task Culture:
This is the culture which is based on the importance and priority given to the task. The
teams or groups are made involving individuals of different department and the task is
divided on the basis of their skill and knowledge and they work for the same goal but
they perform the different task differently in an effective manner. This type of culture is
adopted to increase the productivity of the organization.
(FIGURE 1: Handy’s Model of culture)
(Source: Blowers,2017)
 Person Culture:
The person culture is the culture where the personal interest of the employees is above
the organizational interest. These people merely come to the office and don’t give any
kind of contribution to the operation of the company and fulfil their personal interest
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and go back. There is no productivity in the company and it leads to losses and downfall
of the company.
POLITICS AND ITS IMPACT
Politics prevails in every organization which leads to some positive impact and some negative
impacts. Dorothy Perkins ensures that the flow of information and informal communication
among the employees from all the level of the management do not create and rumours and
dirty politics as it leads to differences among the employees. Dorothy Perkin encourages politics
which can inculcate good behaviour and increased working abilities and dedication which can
give profits to the company and will result in developing a good working culture. The good
politics have transparency in the working and there is no ambiguity in the flow of
communication because politics leads to conflicts, jib dissatisfaction and it becomes difficult to
retain the employees (Cacciattolo, 2014). Therefore it is very important to control the bad
politics in the company.
POWER AND ITS IMPACT
The power culture is the culture where the power is being executed upon the employees
working in Dorothy Perkins. The leaders of different teams and departmental heads are the
ones who have the concentration of power among their hands. The application and use of
power are being done to control the activities and work performance of the employees in order
to maintain a certain decorum in the company. To increase the productivity and retain the
employees Dorothy Perkins have adopted the Reward Power and Expert Power where the
employees are given the rewards for the work they have done which has fulfilled the
organizational need and contributed in the growth. The expert power is the power where there
is a control kept by the expert to maintain discipline and standard of the work in the company.
It does not mean that there is bureaucracy instead there is a coercive leadership to maintain
discipline and decorum in the company which leads to proper workflow in the organization
(Miner, 2015)
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LO2
P2
Motivation can be described as the internal force that comes within the person which gives a
huge impact on the person’s mentality and drives to something remarkable in life. Motivation
induces an individual to do and achieve the goals in life and gives a direction to follow the goals
and passion of an individual (Johnson et al., 2018). Motivation needs intensity efforts to be
made in order to achieve the goals along with efforts it is i9mportnat to be dedicated,
consistent and persistence to achieve the goal. A team leader encourages the employees to
achieve the goals of the company for which different steps are taken by Dorothy Perkins. There
are various theories of motivation which are followed by Dorothy Perkins to keep their
employees motivated:
CONTENT THEORY OF MOTIVATION: This theory of motivation explains why the human need
change in some period of time and explains the need for motivation with the changing needs of
the human being. This theory includes various theories given by different individual which are
as follows:
NEED THEORY: This need theory was proposed by Abraham Maslow which describes the needs
of the individual at a different level in the form of a pyramid. The theory says that as the
fulfilment of the needs starts taking place than the desire to fulfil other needs arise and this and
this goes on till there the human reaches to the self-actualization. There is a hierarchy of needs
which can be understood with the help of the pyramid (Cook and Artino, 2016).
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(Figure 2: Maslow Needs Hierarchy)
(Source: Johnson et al., 2018))
This need theory explains the need in five different levels starting from the basic need of
physiological needs which includes food, shelter, sex, water etc this is the needs without which
no human can survive and for which the human works and earn. When these needs are
satisfied then the second level of needs arises that are safety needs which include health,
employment, money, resources etc, when these needs of the human get fulfilled then the third
need that is of belongingness and love arises that includes, family, friends etc. this needs get
fulfilled then the fourth need of the human evolves that is of self-esteem where an employee
want to achieve the goals, have a status , respect etc. when these needs of the individual gets ,
acceptance etc. fulfilled then the fifth need for human arises that is of that is of self-
actualization, recognition, acceptance of the facts etc. the person in this stage follows the
passion. Dorothy Perkins to a great level takes care of these needs of the employees to keep
them, motivated to work and retain (Cook and Artino, 2016).
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HERZBERG TWO FACTOR THEORY
This theory was given by Fredrick Herzberg in the year 1959 who is behavioural scientist
proposing this theory which revolves around the two factors one is the hygiene factor and the
other one is motivation factor (Herzberg, 2018). The hygiene factor focuses on the working
condition, cleanliness, environment etc. which affects the will of working in the company. The
factor focuses on the factors like rewards increment, salary etc of an employee. Dorothy
Perkins keeps a balance between both the factors and arranges the best environment and work
culture for the employees with a handsome salary according to their profile which enables the
employees to stay motivated.
(FIGURE 3: Two Factor Theory)
(Source: Herzberg, 2017)
ERG THEORY:
This theory is another version of Maslow’s need theory given by Alderfer which talks about the
three needs that are existence needs, relatedness needs and growth need. The existence needs
include the needs are which are crucial for the survival, shelter, food, water, affection etc. the
relatedness need refers to the need of being loved, belongingness, social needs etc. the growth
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needs to focus on the growth of the individual the respect, recognition, self-esteem, self-
actualization etc. These needs are included in the ERG theory where there is continuous
emergence of the needs of the individual which he wants to full-fill to stay motivated enough.
Dorothy Perkins takes care of these needs of the employees to retain and to keep them
motivated.
(FIGURE 4: ERG Theory)
(Source: Johnson et al., 2018)
PROCESS THEORIES: This theory talks about the process or the factors in terms of the effort
made by the employees, modification made by the employees. this theory comprises of the
various theory given various experts describing the various rewards and efforts based
motivation theory.
EQUITY THEORY:
This theory constantly assesses the employees level of working to what extent they have done
the work and what they have received. According to this theory, there should be a proper
balance between the input and output of the employees' efforts which is being done for better
productivity. This balance can be maintained by giving rewards for the efforts the employees
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have made in the company. Dorothy Perkins follow this theory to a great extent to keep the
employees motivated by giving them rewards according to the work they have done.
(FIGURE 4: Theory of Equity)
(Source: Miner, 2015)
VROOM’S THEORY:
This theory focuses on the expectancy, instrumentality and valence of the employees. This
theory suggests that if the expectancy from an employee is more than the employee tends to
form effectively. If the resources for performing the work are made available to the employees
then it automatically increases the productivity and motivation of the employee. This theory
keeps the employees motivated by giving them full resources and keeping an expectation to
achieve recognition (Bowman, 2016).
LOCKE’S GOAL THEORY:
This theory works on the principle that the goal setting is directly connected with the
performance of the employees. This theory states that the challenging goals with proper
feedback give a more productive performance of the employees. Goals give direction to the
employees that what they need to achieve and many efforts they have to make in order to
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achieve these goals. The goals should be clear and specific then it becomes easy for the
employees to work on these goals (Miner,2015).
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