Organisational Behaviour Report: Culture, Communication & Motivation

This report provides an in-depth analysis of organisational behaviour within River Island, a fashion retailer. It begins with an executive summary, defining organisational behaviour and its impact on achieving business objectives. The report then explores River Island's organisational culture, including its employee involvement in decision-making, and applies Handy's organisational culture model to classify its culture as role-oriented. The importance of organisational culture in motivating employees is highlighted, along with the impact of culture on productivity and market competitiveness. Furthermore, the report examines communication theories, specifically the AIDA model, used by River Island to attract customers, build brand awareness, and drive sales through various marketing channels. Finally, the report delves into motivation theories, including Maslow's hierarchy of needs, and how River Island motivates its workforce through benefits, discounts, and a supportive work environment. The report concludes by emphasizing the significance of these elements in achieving organisational goals.

Organisational
Behaviour

EXECUTIVE SUMMARY
Organisational behaviour is the study of behaviour between the individual persons and
company which helps them to reduce the conflict among them which lead to achieve business
goals and objectives. The culture of business informs the members to do the expected work.
However, the communication is an important part of enterprise as it shares all the information
to workers and outsiders to promote their business it motivate their employees to perform
their work effectively and efficiently.

Table of Contents
INTRODUCTION.....................................................................................................................................4
MAIN BODY...........................................................................................................................................4
CONCLUSION.........................................................................................................................................9
REFERENCES....................................................................................................................................10

INTRODUCTION
Organisational behaviour refers to as the analyses which provide insights into the
actions and performance of workers at their job. It allows them to consider aspects which
inspire staff, improves their results and helps enterprise to maintain a stable and trustworthy
connection with their workers (De Sousa Sabbagha, Ledimo and Martins, 2018). It is an
important method for the management of efficient groups and enables people in an
organisation to consider and forecast the behaviour. It investigates how company be more
accurate frameworks and how many activities affect entity in the external circumstances.
River Island is considered in this report. The headquarter is in London, United Kingdom and
it is founded in year 1948. It is founded by Bernward Lewis and brothers as they produce
different of fashion clothes of men’s, women’s as well as Kids and many more accessories.
This report is carried out from primary research and secondary research which includes
theories of organisational culture with impacts, models of communication and theories of
motivation.
MAIN BODY
Organisational culture: Organisational culture is defined as culture which includes
presumption, values and actions in order to give direction to employees who work in a team.
The organisational culture is important because it help companies to maintain a positive work
environment. In context to River Island, they include their employees in decision making
process so that they can give some ideas which also help organisation to motivate their
employees to create a good culture in organisation they effectively treat their employees and
use a hierarchy to communicate information. In this way, the selected organisation maintains
their environment and culture. The importance of organisational culture in River Island is that
it helps them to motivate their employees so that they involve indecision making process and
give innovative ideas which lead to increase market share and revenue of organisation. In this
way they can compete their competitors so that they can remain in market for long time
period (Alblas, Wijsman and van Noort, 2019).
Handy’s Organisational culture model: This model is developed by Charles Handy who
have specialisation in organisational culture. He has developed this model in the year 1932
and have given four types of culture which are task, role, person and power. This type of
culture is discussed on the basis of secondary research in detail which are as follows:

 Power culture: In power culture, decisions are taken by one person who is superior in
organisation. In other words, it can be said that manager have only the right to take
decision regarding their organisation, they do not involve any other staff members in
decision making process. however, manager only assign them duties and they have to
follow their duties according to the instructions given by them. Task culture: This type of culture is generally use where they have to attain their
objectives in an effective manner. Many organisations use task culture in order to
solve the issue so that employees can complete their task on time. Moreover, in task
culture they build a team from different specialisation which include finance,
marketing, research and development, human resource and many others (Endrejat and
Kauffeld, 2018). The team is formed because to solve the problem quickly and attain
common objectives. Person culture: The third type of culture is person culture which means that
employees only think that they are proper to the organisational goals. In other words,
it can be said that staff members only want to complete their duties rather to focus on
achieving business objectives successfully. Role culture: The last type of culture is role culture which explains that manager
delegate roles and responsibilities according to their skills, knowledge and abilities to
work in particular position. This culture is mostly used by organisations so that they
can effectively achieve their target on time.
In context to selected organisation which is River Island, they adopt the role culture which
means that they assign the roles to their staff members according to their field of knowledge.
Such as they divide their employees in a team in different department which include men,
women and kids. This is done because it helps them to understand what type of duties they
have to perform so that they can accomplish their taken in effective manner. With the help of
this, the selected organisation can develop strategies and communicate to their employees so
that they can understand what type of duty they have to perform (Globocnik, Rauter and
Baumgartner, 2020).
Impact of organisational culture: The impact of organisation culture on River Island
is that it helps them to create a positive work culture which lead to achieve business
objectives. In this way they can manage their business in an effective way. In other words, it
can be said that the impact on organisational culture is that they can survive in market for
long time period. The selected organisation can enhance their productivity and increase the

performance level of employees. River Island build their organisational culture by recruiting
talented candidates in organisation which lead to increase in sales of organisation. The main
impact of organisational culture is that employees can understand the needs and demands of
customer so that they can innovate their products accordingly. With the reference to River
Island, they create culture in organisation which positively impact on the success of
organisation so that they can effectively accomplish their vision. In other words, it can be
said that respective organisation has various benefits which include engagement of
employees in organisation as they participate in decision making which help them to achieve
business objectives in order to achieve business goals. If there is different culture in
organisation adopted by respective organisation, then it negatively impacts the organisation.
Moreover, the impact of organisational helps them to develop strategies and implement them
successfully in order to hold their position in market and can gain competitive advantage.
Define communication with theories
Communication is essential for business as it helps them to encourage their employees
to convey their messages to outsiders effectively. Effective communication between company
and employees helps them to build strong relationship with them as well as develop morale in
order to achieve overall efficiency of business. In context to River Island, management
communicate with employees about their products such as clothing and accessories which
helps them to provide clear direction to sell their brand in marketplace (Mohanty and
Mohanty, 2018). With the help of communication they build trust, handle the issues among
staff members, and increase their engagement as to improve productivity and performance of
business venture. The AIDA theories of communication which is adapted by River Island as
it described that AIDA model is a method that outlines the actions taken by a buyer to
purchase products or services. It comprises of attention, interest, desire and action. Most of
the organisations use this model to attract customer to gain trust and interest towards their
brand. There are various categories of the AIDA model which are mentioned below:
Attention: It signifies image, colour, style, scale, celebration, model and many more
which helps them to grab attention of users in marketplace to make decisions to buy from
their brand. In relation to River Island, they sell different design of products through online
from their websites and application. The offer their products such as clothing, footwear and
wide range of accessories for men, women as well as children. Selected organisation sells

their fashion products of good quality at affordable prices to attract customers to target their
market.
Interest: When company gain interest and trust of consumers then they have interest
in products or services and want to learn more about the brand. River Island makes their
attractive website to shop from there and give detailed information about the products,
delivery and price of good. They market their products through online platform such as social
media, digital media and their own websites which help them to develop performance of their
business (Oh and Han, 2020).
Desire: The main aspect of desire is produced by using a copy which gives details
and the need to purchase the items and thus explains the brand’s characteristics, facts and
details. River Island provide sizes, pattern, styles and different design of clothes, footwear as
well as accessories as it helps them to remain in competitive market and gain competitive
advantage from its rivals. They give detailed information about the products which is offered
to customers in market.
Action: In the end phrase, the brand contact details will be provided at which
audience needs immediate action. In this method, River Island provides information about the
brand to build awareness among public so that they can target the specific area.
From the above analysis, it is evaluated that the communication is a main part of
business it helps them to promote their brand which ensure them to know detail information
regarding their products in order to achieve organisational goals and objectives. Attention of
people is done through various marketing channels which build brand image and reputation.
From this it gain the interest of them to develop performance.
Theories of motivation
Motivation is the method that activates and directs the actions that targets. It inspires
people to perform their work effectively and efficiently and help them to achieve business
targets. A good significant encouragement allows workers to maximize their productivity. On
the other hand, weak motivation reduces their success of business (Rai, 2018). It puts human
resource into action because it assist them to secure best possible utilization of resources in
order to accomplish goals, it improves the overall efficiency of employees as they fill the gap
between their talent and willingness in order to develop their performance at workplace.
River Island motivate their workforce by giving workers 30% off on clothes and shoes in the

shop and additional discount of 50% when they are director. In addition to this, they give
benefits of recruitment in order to perform tasks effectively and efficiently.
Maslow’s need of hierarchy: Maslow Need of hierarchy is defined as motivation tool which
means it include the pyramid where in low pyramid it includes the basic need and upper
pyramid include high level needs. The theory of motivation of River Island is mentioned
below:
 Physiological needs: This is the basic need which is very important need which
include food, water, shelter and other biological requirements. In context to River
Island, they fulfil the basic needs of employees by giving them proper food and giving
them proper workplace. In this way, selected organisation can motivate their
employees as they can also provide them salary on monthly basis. Safety needs: The second is safety needs and sometimes also referred to as security
needs which means that they want safety and want to protect their lives. In other
words, it can be said that employees want to control their lives as this can be fulfilled
by various factors. In relation to River Island, to fulfil this need they provide
insurance, financial security and other benefits which help them to motivate their
employees in order to achieve business objectives effectively and efficiently (Schödl,
Raz and Kluger, 2018). Social needs: Social needs is the need which include love, affection and emotions so
that employees can work in proper manner. This means that there is a need of
emotional relationship that lead to increase human behaviour. The social needs
include friendship, social and community groups, family and other. With the reference
to River Island, to fulfil these needs they give training and development sessions so
that they can interact with each other in order to understand each other and effectively
work as a team. Esteem needs: The esteem need is the need where maslow have categories them into
two needs which are esteem for self and respect for others. In other words, it can be
said that this is the high level need which means that in this level they want respect
from others so that they can improve their efficiency to work with their team and
complete their task on time. In relation to River Island, they only focus on the
employees and their hard work. They appreciate their employees for their contribution
in order to accomplish their business objectives.

 Self -actualisation needs: The last need is self – actualisation need which means that
employees want to only want to explore their talent, abilities and potentiality. In other
words, it can be said that they focus on their growth and personal growth and they do
not focus on the opinion of other. In context to River Island, they give personal
development plan which means that they have to increase and develop the skills and
abilities of employees (Snoeijers and Poels, 2018).
From the above discussion, it is analyse that the motivational theory is important because it
help organisation to motivate their employees so that they can put efforts in order to achieve
business goals. With the reference to River Island, they motivate their employees by
providing them basic needs and after satisfying basic needs they have to fulfil their high level
needs
Interview questions:
Respondent 1
Q1) How you look towards the future of the organisation?
(A) Will survive for the long period of time.
(B) Have strong presence.
(C) Build performance of business.
(D) Long term goals.
Q2) What makes you inspired to work for this enterprise?
(A) Good working environment
(B) Good remuneration
(C) Good management
(D) Development opportunities
Q3) What is the major job hurdle in workplace?
(A) Time management

(B) Communication
(C) Policy
(D) Gender stereotypes
Q4) What are the thing you want to develop as a team?
(A) Training and development
(B) Proper planning
(C) Time management
(D) Development plan
Q5) Dou you enjoy the culture of business?
(A) Yes
(B) No
Q6) What will one improvement the boss should do?
(A) Productivity
(B) Business practices
(C) Resources
(D) Finance
Respondent 2:
Q1) What is your motivation to perform the work?
(A) Salary
(B) Enjoyment
(C) Challenges
(D) Promotion

Q2) How long you have been working for this enterprise?
(A) less than 1 year
(B) 2-3 years
(C) more than 1.5 years
(D) 3 years
Q3) What would you enjoy the working environment?
(A) Good work ethic
(B) Employee Safety
(C) Culture
(D) Technology
Q4) What is the best part of the organisation?
(A) Culture of business
(B) Teamwork
(C) Leadership
(D) Adapts opportunities and changes
Q5) What are the issues you faced in company?
(A) Interpersonal conflict.
(B) Communication problems
(C) Performance issues
(D) Pay increase guidelines
Q6) What's your favourite workplace here?
(A)Human resource
(B) Finance

(C) Administration
(D) Marketing
Respondent 3:
Q1) What are your current job positive sides?
(A) Working environment
(B) Remuneration
(C) Leadership
(D) Management
Q2) What's the preferred part of working every day?
(A) Good collaboration
(B) Working with seniors
(C) Learning new things
(D) Training
Q3) How will your current position be improved?
(A) Time management
(B) Performance
(C) Customer service
(D) Conflict resolution
Q4) How long have you worked here?
(A) 1 year
(B) 2 year
(C) 3.5 year