Case Study: Analyzing Amazon's HR Strategies for Employee Motivation

This case study delves into Amazon's human resource practices, focusing on employee motivation. It examines the role of HR in fostering a productive work environment, especially in light of challenges like the COVID-19 pandemic. The assignment explores motivational theories, including Maslow's Hierarchy of Needs and McGregor's Theory X and Y, and how Amazon utilizes them to encourage its workforce. It highlights specific steps taken by the company to maintain employee motivation, such as creating a positive work environment and promoting open decision-making. The report concludes that effective HR strategies are crucial for enhancing employee productivity and overall organizational success, particularly in a dynamic business landscape. The case study provides insights into how Amazon addresses employee needs, fosters a sense of belonging, and encourages self-actualization to achieve its business objectives.

Task 3: HR: Case Study
– individual work

Table of Contents
INTRODUCTION...............................................................................................................................3
MAIN BODY.......................................................................................................................................3
Case study .......................................................................................................................................3
Human Resource- ...........................................................................................................................4
Motivation .......................................................................................................................................4
Motivational theories.......................................................................................................................4
Background – Amazon ....................................................................................................................6
How case study is motivating subordinates & steps taken by entity to ensure employee remain
motivated.........................................................................................................................................6
CONCLUSION....................................................................................................................................7
REFERENCES.....................................................................................................................................8
Books & Journal:.............................................................................................................................8

INTRODUCTION
In individual life, motivation is most important part as it help in accomplishing goals and
objectives. Motivation is defined as process of managing & maintaining goal oriented approach as
well as behaviour (Rheinberg, 2018). In professional career, companies use motivation as tool to
encourage their employees. Amazon, a multinational corporation technology company,
headquartered in UK. The firm deals in e-commerce, artificial intelligence, digital streaming etc.
This report comprises of case study of company, role of HR in motivating employees, theories of
HR & motivation, HR area of motivation and background with case study to motivate subordinates.
MAIN BODY
Case study
Amazon is a multinational company which deals in technology & e-commerce products. It
is being considered as most successful online retailers as compared to Tesco, Walmart, Sainsbury
etc. The main rationale for their success is that they have been able to achieve high level of
customer satisfaction through their efficient human resource department, & quality of services. The
HR manager plays vital role in encouraging employees as they are responsible for handling bonus,
incentives etc. Due to this COVID 19, subordinates in firm are getting demotivated due to low
wages, work place fear and current pandemic situation (Althafairi, 2019). The HR manager is one
who manage as well as coordinate all the management & organisational functions. Thus, it has
become crucial to motivate personnel to run business for longer period of time. To do this, HR uses
motivational theories which are hierarchy of needs & Mc Gregors X & Y theory. Moreover, with
these theories Amazon HR department is able to encourage employees.
Human Resource-
A HR manager is one who handles, manages & is responsible for coordination of all the
management activities of firm. They perform multi-tasking operations as they have to be active in
company to make decisions. Their responsibility is wider as they help in increasing productivity of
firm. They also recruit suitable candidates for organisation & increase their stability for longer
interval of time.
Motivation
It refers to process of triggering individual behaviour to do specific actions or work.
(Brunstein, 2018), It is essential to encourage subordinates so that all work is being carried out in
proper manner. In relevance with Amazon, HR manager use this motivation as a tool so that
productivity increases of business in efficient way. There are two ways of motivating personnel

which are intrinsic & extrinsic motivation.
Intrinsic motivation- It is defined as process in which individual gets motivated to do work
by own. This type of motivation is helpful for people who wants self growth as well as overall
development. It is done through personally rewarding, appraisals, self motivated to achieve
something etc. In the given study, it is not advisable by HR manager to prefer this approach.
Extrinsic- In this, subordinates are encouraged through use of external sources such as
punishment, fear, salary, etc. It is advisable by HR manager to use this because in current situation
of pandemic, this form of motivation is beneficial.
Then further two motivational theories are being discussed briefly-
Motivational theories
Hierarchy of needs-
It is theory of motivation which is proposed by Maslow and it states that every individual
have needs for which they they work and perform (Koster, 2017)In relevance with Amazon, they
use this theory with proper consideration. Thus, there needs are me. ntioned below-
Physiological needs- These are the needs which are required by every individual such as

food, shelter, clothes, water etc. In reference to chosen firm, HR of company make ensure that these
needs are fulfilled and given to their subordinates.
Safety & security needs- In this, it involves safety & security needs which are medical
health, insurance, etc. In context with Amazon, they provide bonuses as well as salary to workers
on time.
Social needs- These comprises of love , acceptance, belonging, relationships etc. These are
also needed & focused by individuals. In relevance with selected firm, they provide positive work
environment to subordinates.
Esteem needs- Then comes esteem needs in which it includes respect, appreciation for
others etc. In this case, people focus that whether they are valued by others or not. IN relation with
chosen enterprise, they give special bonuses to workers who work properly.
Self actualisation needs- In this, it involves self growth or development which is required
by person. In relation with selected entity, growth is at wider level because it is an multinational
corporation.
Mc Gregor theory X & Y
This is another theory which is adopted by many organisations to encourage their
subordinates. It is being divided into two variables which are X & Y as explained below-
Theory X
This theory is based on assumption of traditional view that workers are lazy & do not like to
work on their own. HR manager do not prefer this theory X (Laemmel, 2019).
Theory y
According to this, it states that employees are self centred and self motivate who do not
requires any external source to encourage them. The human resource manager prefer this theory of
Y (Hamid, 2019).
Background – Amazon
Amazon is an internal firm which deals is also known as diversified firm as it deals in
ample number of products such as technology, e-commerce, retail etc. It has its online & offline
stores across the globe. From the above given case study, it is seen that HR manager of firm use
several approaches to encourage their personnel. So, motivational theories are used by HR
department.

How case study is motivating subordinates & steps taken by entity to ensure employee remain
motivated
The given case study assist in motivating personnel as by using motivational theories in
management. HR of Amazon uses hierarchy of needs as approach to encourage personnel. There
are various steps which are taken by company to ensure employee motivation which are explained
below-
 Positive work environment- In this step, corporation make assure that positive work
environment is being established so that subordinates are able to work high morale.
(Roberts, 2020).
 Open decision making- The management of firm allows their workers to take their own
decisions in their work which makes them enjoying the freedom of expression (Fallatah,
2018).
Thus, from above given steps and case study it has been seen that HR of entity is core asset
because they make ensure that everything is done in proper way. Also, this is analysed that they
implement effective strategies as well as measures to motivates work force.

CONCLUSION
After a brief analysis of above report, it is concluded that human resource of an organisation
perform ample number of roles & responsibilities. Discussions have been made about case study,
motivational theories, background of the company. This has been examined that without
encouraging personnel, it is not possible to increase productivity of enterprise. Thus, role of HR is
broader & wider.

REFERENCES
Books & Journal:
Rheinberg, 2018. Intrinsic motivation and flow. InMotivation and action(pp. 579-622). Springer,
Cham.
Althafairi, 2019. Case study-AMAZON.Journal of the community development in Asia,2(2).
Brunstein, 2018. Achievement motivation. InMotivation and action(pp. 221-304). Springer, Cham.
Koster, 2017. Motivation in the workplace.
Laemmel, 2019. Alkosto faces up to Amazon in Colombia's e‐commerce market.Global Business
and Organizational Excellence,38(6), pp.31-41.
Hamid, 2019. The Strategic Position of Human Resource Management for Creating Sustainable
Competitive Advantage in the VUCA World.J. Hum. Resour. Manag. Labor Stud,7, pp.1-4.
Roberts, 2020. The UK Competition Authority announces its provisional clearance of a proposed
acquisition of a stake in a food delivery company in its first application of “failing firm”
defence during the COVID-19 pandemic (Amazon/Deliveroo).e-Competitions Bulletin,
(April 2020).
Fallatah, 2018. A critical review of Maslow’s hierarchy of needs. InEmployee Motivation in Saudi
Arabia(pp. 19-59). Palgrave Macmillan, Cham.
Mungi, 2020. Douglas McGregor's Theory X and Theory Y.
Jha, 2018. " An Empirical Study on Effectiveness and Satisfaction level of Employees towards
Performance Appraisal System in Amazon".ITIHAS-The Journal of Indian
Management,8(3).
BOEWE, 2017. The long struggle of the Amazon employees.Brussels, available at: http://www.
rosalux-nyc. org/wp-content/files_mf/longstruggleofamazonemployees. pdf (accessed 22
Feburary 2018).