Organizational Behaviour Report: Burberry, Culture, Motivation, Teams

This report delves into the intricacies of organizational behaviour, using the British clothing brand Burberry as a case study. It examines how organizational culture, politics, and power dynamics influence individual and team behaviour, exploring Handy's Culture Model and the impact of power on employees. The report further investigates motivation theories, differentiating between content and process theories, and analysing the application of these theories within Burberry. It also addresses effective and ineffective team dynamics, offering insights into team building and management. The report concludes by examining key concepts and philosophies of organizational behaviour, providing a comprehensive overview of the subject matter.

Organizational Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
LO 1.................................................................................................................................................1
P1 Organisation's culture, politics and power influence individual and team behaviour:...........1
LO2..................................................................................................................................................3
P2 Theories of motivation............................................................................................................3
LO3 .................................................................................................................................................6
P3 Effective and ineffective team:...............................................................................................6
LO 4.................................................................................................................................................7
P4 Concepts and Philosophies or Organizational Behaviour:.....................................................7
CONCLUSION................................................................................................................................9
REFERENCS.................................................................................................................................10

INTRODUCTION
The actions done by all employees within an organisation is known as organisational behaviour.
To have an effective operation of the employees in an organisation this principle is used.
Organisational behaviour promotes innovation, communication, job satisfaction, job
performance and encourage leadership.
This study of behaviour not just study the individual but also group performance. This study
could lead to lot of effectiveness in the organisation of the works by observing them and talking
to them about the factors which are not letting them do their best in the organisation. This
organisational behaviour study will lead to good environment in the organisation. In the present
time this study has evolved to modern theory of decision making and business structure. This
study also includes influence of individual and team behaviour which aims for better
performance of the industry. This elaborates how the task is accomplished through the
motivation of leader which generates awareness of the work(Bakotić, 2016).
Burberry a British clothing brand was establishes in year 1856, by Thomas Burberry. This brand
focuses on the development of outdoor attire which aimed to enter a high fashioned market.
Burberry have their own unique style and a pricing strategy. Burberry developed their own fabric
which was breathable and waterproof which was an advancement in their own kind. Yearly
revenue generate by Burberry is approximately 2732 million Euros. Its headquarter is in
London, United Kingdom.
1

Organisation's culture, politics and power
Culture can be defined as the values and behaviour that contributes towards the uniqueness of
social and psychological environment of a business which influences the way people interact
with the knowledge is created. The change will be opposed by the workers in the organization
which can be used to share knowledge.
Handy's Culture Model
Handy’s culture model has the following four sub points. This includes the following:
Power culture:
Power within the culture is widespread through the hands of the person in charge which
are leaders and mangers. Power making is in the hands of the few people who takes the
responsibilities of various sectors of the organization which can help in the growth and
development of the firm ( Majumdar, 2018).
The person or authority within power, decides what needs to be done on behalf of the
organization. Employees are judged on the basis of the task they perform they carry out in the
organization which are allotted to them which decides the growth of the employee within the
organization.
The person in-charge of Burberry helps in the development of the employees which helps
in maintaining the work balance within the environment, which can be done to in order to make a
sustainable environment within the workplace. Authority with power must deliver the work in
the workplace and make the environment better which can help in the better sustainable
environment. Swift decisions are possible where the leader are capable to make decisions
according to the need of the organization(Agarwal, 2016).
Role culture:
Role culture defines the roles and responsibilities of the individual in an organization
which facilitates the working culture of the environment. Power or role is flown from an order of
higher authority to lower authority. Work becomes easier as the divisions are made which can
help in working within a safe environment.
2

Task Culture:
Task culture is formed when the team are formed in an organisation which are formed to
complete a particular task which are carried out to complete a task. Therefore power within the
team will shift as the team shifts or the member fluctuates within the team. Task carried out
depends on the team build which carries the task, dynamics of the task is achieved by the right
mix of skills, personality and leadership. Task culture can increase the skills, productivity and
personal stability in the team as well as for individual. Power is derived as there are experts
which are needed for a task to be carried out at Burberry.
Personal culture:
In an organization a person feels superior form other as they see the complexity of the work they
achieves. Development of worker as individual is achieved as the tougher work they do in order
to make a profitability to the organization.
Burberry focuses on the development of the workers with proper training and facilities provided
which help the employees in their growth and development. This can help in achieving the profit
and market stability of Burberry.
Impact of Politics-
In an organization if there are inner conflicts between the workers, there are chances that the
organization will not work. Workers use the tactics which help them to come out and shine as a
performer which can help them to achieve the profitability as incentives.
Politics within the environment can easily hinder the performance of the workers as there may be
personal issues regarding colleagues which can affect the salient working of Burberry. The
working environment gets affected as the workers have conflicts and are unwilling to work with
one another(Brunning, 2018).
Burberry faces this problem of politics, as there arises a social conflict between workers
which affects the working environment of Burberry. Team tasks are difficult to achieve and
develop core if the politics lie between workers.
Impact of power-
The French and Raven impact of power can lay positive as well as negative impact. In an
organization if there is a wrong use of power there are many situation where workers are affected
by the wrong use of power. Power has a negative impact on the minds of the workers which
3

makes it difficult for a employee's to work under such circumstances. Like there are many cases
where the man with authority has a wrong use of his powers which can affect employees salient
working which can affect the overall performance of the workers. There are many situations
where the workers are unwilling to continue in the organisation.
Influence of Power-
Power plays an important role in the organization which can change the culture which are carried
in the organizations. There are many cases in which power plays a crucial role in the expansion
of the workers. Decisions taken can affect the working as sometimes wrong decisions are taken
by the authority which can eliminate better working conditions.
LO2
P2 Theories of motivation
Content theory refers to why human needs change with respect to time. How humans needs
change and the effects which changes with the limited time period. These changes are adapted in
the organization to maximize the growth and development of the workers.
Process theory refers to the system of ideas that elaborates how an entity can adapt the
change and develop. Process theory focuses on the happenings which are taking place in the
organization and the changes which can take place for the change .
Content Theory-
Content theory explains the need of person changes with the change in time. This theory
explains why the need of humans changes with time (Caesens and et.al., 2016). They elaborates
a specific factors that motivates the behaviour which changes the human needs. This can be
explained by the help of vroom expectancy theory.
Psychological needs:
Psychological needs are the basic needs which are required for the employee in every
firm which must be fulfilled within the organization. Every employee's needs basic requirement
can be foods, clothes, sleep and basic requirements(Chinomona, Dhurup and Joubert, 2017).
Burberry aims to provide a basic things which are required for the employees within the
organization which helps them with the sustainability in the work culture. Many of the personal
requirements are fulfilled by the wages they get, company ensures the proper payment at the time
which satisfies the workers.
4

Safety needs:
These are the needs which are required within the organization which can provide
employees with a safe working environment which can provide a safe working environment to
the employee's which are rules and regulation which are required for stability and security of the
workers. Burberry assures the safe working environment with all the rules and regulation abide
which can provide workers with safety within the organization. There must be a proper
management if a worker works for extra hours in an organization (Coccia, 2015). There must be
certain norms which must not be violated and must provide a safe working atmosphere for
employees. Safety and security at workplace must be ensured by the management of Burberry
which can provide a safe working environment to the workers.
Belongingness:
An employee working at Burberry must be treated as an asset to the organization as they
is imparting a best of his knowledge and time to the firm. They must be treated as a part of
organization and must not be left out alone(Cooper, 2016). They must be motivated time to time
which can help them with a social aspect. Burberry must understand the feelings and aspects of
the workers and help in the minimization of burden of workers understanding the social needs.
Self Esteem Needs:
These are the needs which are used to considers as the workers are needed to be
motivated their self esteem must be boosted by providing them with new opportunities and
responsibilities which can boost them with self esteem and upgrade their performance(James,
2017). New opportunities will generate a new working experiences and keeps them motivated.
Self Actualization:
Self-fulfilment must be achieved by the employee's as the worker must be distributed
between workers. If the work carried out by the workers must be appropriate as per the self
satisfaction the workers feels motivated and work with active participation. As the target given
by Burberry is achieved it can feel the self satisfaction which can encourage and boost their self
esteem.
Process Theory-
Process Theory is a system of ideas that explains how a work changes and develops. This
process is based on how and why the particular thing is happening(Caesens and et.al., 2016). To
5

understand Hierarchy of needs in an organization Maslow's hierarchy of need is addressed,
which consists of five stages:
psychological needs, safety needs, belongingness and love needs, esteem needs, self-
actualization:
Expectancy- In this variable there has to be a right source of raw material available, the right job
skills and having the right support to get the work done by others. Burberry makes sure that the
raw materials they are using are easily available and they get the right people in the company for
the right kind of work. The company is doing well because Burberry is making sure of all the
small factors which helps in rapid growth(King and Lawley, 2016).
Instrumentality- Employees are working with great efficiency as they are aware of the reward
which can be achieved by the better performance. This will help in the better achivablity to the
firm which can help in rapid growth of the firm with faster rate (Caesens and et.al., 2016). To
make the task achievable the worker are required to give the rewards which will help in the
better concentration of the work.
Valence- There are many types of rewards which can be managed according to the need of the
workers like some prefer cash intensives and some prefer extra days off which can help in
maintain the employee's relationship.
Motivational Techniques-
This technique relates the theory of motivation which can motivate workers. Which can give a
sense of motivation which can develop a fast working strategy which can help in better
working of the workers to deliver their best for the organization which can help the worker
to give their best with the help of motivation(Machado and Davim, 2017).
Reward- The employee's of Burberry make their best efforts for the organization which can help
in achieving the best of the work which can help in the stability in the firm this can be
achieved by the motivation of the leaders which can help in achieving the objectives and
developing sense of better working. Burberry in return must facilitate its workers by the
reward management strategy (Caesens and et.al., 2016). Workers with best performance
must be rewarded with incentives and various other rewards which can motivate workers
and increase their working capability.
Compensatory leaves- These are the motivational technique which can work for the motivation
of the employees. the worker works in advance they can get the compensatory leaves which can
6

work as a motivation to the employees(Rhoden, 2016).
Effective and Ineffective team:
Effective team refers to the group of people where the people motivates and supports others.
They disagrees and creates healthy conflicts which are useful for others. They task conflicts in a
positive manner.
Ineffective team refers to the team where evert individual does not agrees on the
viewpoint of others does not supports others and help in making difference in the mindsets does
not agrees on others viewpoints.
Bruce Tuckman's Team Development Model
Forming- Proper direction and guidance from the leader and manager facilitates the workers .
Doubts that a team have are cleared by the leader. The leader must be aware to answer all the
questions that there team has, be it the objective or purpose or any external relationships. Leaders
of Burberry must be well aware of these factors and must always stand for the team to clear of all
the doubts and carry out team work effectively (Saintilan and Schreiber, 2017).
Storming- The decisions of an organisation does not comes so easily. A proper decision process
must be gathered which can help in decision making process. The team must be really focused
on the organisations decision. Framing the procedures which can help in completion of the task.
There is no space for emotions and relationships in the organisation. Burberry has to
interpersonal relationships between the employees and must be trained to be really focused on
the organisation's motives and goals. When employees are focused on there work makes the
organisation work more efficiently and helps in achieving the task which can help and support
Burberry .
Norming-Commitment and the unity that the teams share have to be strong. The team will have a
development by group discussions to improve its working style and processes within Burberry .
The decisions weather big or small are taken into consideration when the entire team is in
majority. which ultimately helps in growth and development of the Burberry. The responsibilities
and roles must be very clear with the team members. Leaders must fulfil the deeds of the workers
7

and help in the development of Burberry(Selamat, Nordin and Fook,2017).
Performing- The team of Burberry must be well aware of there aim and objectives, they must be
peculiar with the task they carry. The teamwork is assigned by the leader which defines the
tasks. The team have a good bond and can openly ask leaders for interpersonal development, an
open channel between a leader and employees must be carried out. The team of Burberry looks
after one another and helps each other supports and appreciates the tasks of each other.
Effective team-
Effective Team can be a team which consists of a leader and a manger. Which can help in the
development of the team with the co-relation of work between the worker and Leader. A leader
plays an important role in the development of the a good team, a good leader motivates, supports
and helps in the better working of the team.
A good team must support and help each other with the problems and difficulties they
faces. In an effective team work, the members of the team put in all the efforts and have a voice
of their own. They work for their own work and development of the organization which can
bring a change in personal behaviour, which helps in the mental growth of the fellow workers.
Leaders agrees to the views of the employees and workers and keeps their perspective in
consideration and help in the development and achievement of the task. Task are not just
assigned but are explained to the workers and helps them in achieving those tasks. Decisions
taken in an effective team are supported by one and all, which are taken into consideration by
every member of team. they work for a common objectives and goals(Sharma, 2016).
Ineffective team-
Ineffective team consists of a leader which does not pays attention to his team. They act like a
boss where work assigned must be completed with the framework. There are conflicts between
workers which does not show common interest in the team work and team efficiency. The
decisions are imposed by workers and are not addressed or helped. Leader are ineffective as their
decisions do not facilitate the workers.
Lack of motivational support offered by the leader. There arose situation of conflict between
team members which are less likely to be resolved. Team members does not supports or helps
8

each other which can decline the performance of the organization. Leaders do not agrees to the
views of the workers their works are not addressed and helped.
A lot of conflicts arises as there are many problems as there are no one to understand the
problems which gives rise to various conflicts. Ineffective team does not show any growth and
development in the industry and declines the performance of the organisation. They does not
manages the work together. Decision taken are not in favour of the team members. They do not
work with the advice and help of each other they work with the aim to achieve their own task
which does not helps the team.
Concepts and Philosophies or Organizational Behaviour:
Supportive leadership: In this theory leaders must be get engaged in providing support to the
employees so that change can be implemented successfully. They must also be involved in
motivating them by providing them with rewards and incentives(Singh, 2015). This can assist
them in growing and achieving objectives of their own and also of organization.
Directive leadership: Directive leadership involves a leader giving clear directions, objectives,
and expectations to employees. Directive leadership is probably most effective when a task is
complex and employees are unskilled or inexperienced.
Participative and authoritarian leadership: In this leaders must be involved in motivating
employees to participate. They must ask them to take authority that will support them in
developing a feeling of responsibility. It is necessary for growth of firm(Singh, 2015). .
Path- goal Theory
This theory is based on the ways in which the leader appreciates for the work of the
employees. Leader helps and motivates them to do more for the welfare of the organisation and
helps to achieve the aims and objectives of the organisation. The leader is the only personal who
can motivate the employees which make them aware to do the task and functions of the
organisation and make them to do their best for the betterment of the organisation. Burberry have
leaders in their organisation which make the employees take out there best of innovations and
hard work to reach the goals of the company. There are many ways which are defined in order to
9

motivate employees (Singh, 2015).
Flexible- The leadership of the leaders is very flexible and can adapt to all kind of situations.
Leaders must be flexible in defining the tasks and helping the workers. This can only happen
because of the environment of the business and also because of the characteristics and work.
The ability of motivation and working strategies imposed by the leader independently also plays
a major role.
Investigating Motivation- The leader can motivate and influence their employees to get a better
outcome from the organisation to achieve the goals and aims of the Burberry. The leader must
know how to motivate their team accordingly and have influence on the employees to get the
best out of them. Motivation can be given in terms of rewards and incentives as a manner of
motivation. The leader must have respect in their teams so that if they say something then the
team obeys that and works upon it efficiently.
Social Capital Theory:
The social relationship between Burberry and each employee is very much friendly and
supportive. Burberry valuers and supports the employees and understands their personal and
professional needs. Burberry tries to create a healthy environment for the workers which can
create a greater sense of employee organisation relationship which brings achievements to the
organization. There exists a mutual understanding between the workers which helps each other
in group task by motivating and supporting each other. This theory defines the participation and
indulgence of the workers at Burberry(Welford, 2016). This theory believes in the generation of
social awareness in the organization which can be beneficial for the the strategic planning within
the organization and for the development of the employees which can help in the achievement of
the firm. This theory aims to working and improving the skills of the workers within
organization.
CONCLUSION
Burberry understands and taking care of all there employees. The company has faced a
lot of down fall in the past and now are having a stable market. The portfolio of the company is
strong there the company still exists and measures have been taken recently to avoid the
repetition of the past situation. Company facilitates customers with the innovation and the
10

advancement of work which they offer. The leadership and organisational behaviour in the
internal environment is really good and taken good care of by the management. If the employees
are happy then there is a probability of getting in more profit and more innovative ideas. All the
factors and theories work in favour of Burberry to understand the employees and the
environment of the working space. Burberry has a very effective team which is working for them
and they do not have internal conflicts or politics in the company. The company is very focused
on its aim and goals and flexible for its employees. The employees who are putting in extra or
working with good quality of work they are given reward and motivation to continue there work.
Burberry always works for the welfare of the workers, they aims to provide a better
facility to the workers which can help in maintaining the growth and development of the
workers. The above study concludes that the behavioural change in the minds of the workers are
set to achieve a feasibility in the organisation. Which aims to work for the better learning
capability and achieve-ability of the workers. They focus on the development of the workers
providing the needs and demands of the workers which are fulfilled.
11

REFERENCS
Books and Journals:
Agarwal, P., 2016. Redefining the organizational citizenship behaviour. International Journal of
Organizational Analysis. 24(5). pp.956-984.
Bakotić, D., 2016. Relationship between job satisfaction and organisational
performance. Economic research-Ekonomska istraživanja. 29(1). pp.118-130.
Brunning, H., 2018. A manual of organizational development: The psychology of change.
Routledge.
Caesens, G and et.al., 2016. The relationship between perceived organizational support and
proactive behaviour directed towards the organization. European Journal of Work and
Organizational Psychology. 25(3). pp.398-411.
Chinomona, E., Dhurup, M. and Joubert, P.A., 2017. ORGANISATIONAL CITIZENSHIP
BEHAVIOUR, EMPLOYEE PERCEPTIONS OF EQUITY, ORGANISATIONAL
COMMITMENT AND INTENTION TO STAY OF EMPLOYEES IN ZIMBABWEAN
SMES. International Journal of Business and Management Studies. 9(1). pp.131-146.
Chumg, H.F and et.al., 2016. Factors affecting employees' knowledge-sharing behaviour in the
virtual organisation from the perspectives of well-being and organisational
behaviour. Computers in Human Behavior. 64. pp.432-448.
Coccia, M., 2015. Structure and organisational behaviour of public research institutions under
unstable growth of human resources. Coccia, M.(2014)‘Structure and organisational
behaviour of public research institutions under unstable growth of human resources’, Int.
J. Services Technology and Management. 20(4/5). p.6.
Cooper, C., 2016. New directions in organizational psychology and behavioral medicine.
Routledge.
James, P.S., 2017. Organisational Behaviour, 1e. Pearson Education India.
King, D. and Lawley, S., 2016. Organizational behaviour. Oxford University Press.
Machado, C. and Davim, J.P. eds., 2017. Organizational Behaviour and Human Resource
Management: A Guide to a Specialized MBA Course. Springer.
Majumdar, B., 2018. Organisational Behaviour. Abhigyan. 36(2). pp.74-76.
Rhoden, M., 2016. Construction Management and Organisational Behaviour. John Wiley &
Sons.
Saintilan, P. and Schreiber, D., 2017. Managing organizations in the creative economy:
organizational behaviour for the cultural sector. Routledge.
Selamat, N., Nordin, N. and Fook, C.Y., 2017. Organisational Justice and Organisational
Citizenship Behaviour: Evidence from A Developing Country. Global Business &
Management Research. 9.
12

Sharma, J., 2016. Organizational Commitment. speaks..., p.56.
Singh, K., 2015. Organizational behaviour: Text and cases. Vikas Publishing House.
Welford, R., 2016. The Ecological Challenge in Organization Theory and Organizational
Behaviour: Ralph Meima and Richard Welford. In Corporate Environmental
Management 2(pp. 17-22). Routledge.
13