Organizational Behaviour: Sainsbury's Culture and Motivation

This report provides an in-depth analysis of organizational behavior within Sainsbury, a leading retail company. It begins by examining the role of culture, utilizing Hofstede's model to assess power distance, masculinity vs. femininity, individualism vs. collectivism, uncertainty avoidance, and long-term vs. short-term orientation within the company. The report then explores the impact of communication on organizational effectiveness, focusing on Berlo's communication model (SMCR) and its components. Furthermore, the report investigates the crucial role of culture in employee motivation, emphasizing how Sainsbury addresses diverse cultural backgrounds to foster a unified workforce. Finally, it concludes by discussing how Sainsbury can leverage its organizational culture to further enhance its success, focusing on employee satisfaction, innovation, and competitive advantage in the market.

ORGANIZATIONAL
BEHAVIOUR

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................3

INTRODUCTION
Organizational behaviour (OB) is examining the actions of individuals in company. It is the
study of connection between employees and organization (McShane and Glinow 2017). Its
principles are to make business operate effectively. In Sainsbury, this study includes a research
to improve job performances, job satisfactions, developing innovations and influencing
leadership. Each factor has its actions of reorganizing teams, shaping structures and changing
ways of performance. Organizational behaviour goal is to reshape theories of Sainsbury and
develop better conceptualization to maintain durability in market. It includes total organisational
behaviour and influence of culture, communication and motivation of an organisation on
individual, team behaviour and performance. It evaluates which content and process theories of
motivation and techniques of motivation enable effectiveness in achieving Sainsbury goals. This
report also evaluates that how Sainsbury utilizes its culture to enhance its possibilities of
achieving success in the future.
MAIN BODY
1. Culture in line
Culture plays important part in growth of organisation. Hofstede shows that there are
different factors on which work culture of organisation depends Power distance, Individualism
etc. Sainsubury is rising retail company in United Kingdom and follow Hofsted model for
increasing friendly atmosphere at work station.
1. Power distance
It can be define as work culture of a firm according to difference in power. There are two
types of organisation one in which firm create Team leaders, Manager etc. to support workers in
their work and another gives free hand to work force so that they can perform well. In Former
seniors has higher responsibility and hence check all work, praise for good and give direction for
bad (Minkov and Kaasa, 2020). Later one emphasizes on giving free hand of workers so that
their creative and innovation skills improve and hence efficiency, quality and productivity of
work improves. Sainsbury appoint team leaders but follow transformational leadership so the
combine effect contributes in growth of organisation.
2. Masculinity vs. Feminity
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It can be refers to differences in power, opportunities etc. between two genders namely
male and female. In some organisation policy are set according to male dominance and hence
counterpart feel isolated which effect on growth of firm. In rising industrial world feminism and
women empowerment highly focused which create more opportunity for female workers ib
organisation. Sainsbury has gives equal opportunity to male as well as female hence set policy
and procedure according which create healthy environment at workplace and no one feel isolated
and dominated.
3. Individualism Vs Collectivism
Organisation with individualism concept focuses on individual opportunity as well as
performance, whatever accomplishment will be alone counted and hence work hard to
distinguish from other. Collectivism focuses on achieving higher goals by team effort and hence
combined work matters more so that firm can work in time of globalization and gain competitive
advantage. Sainsbury follow collectivism and joint effort again help in maintain diverse
workforce and contribute in growth of company. They create a team and look into their
performance and try to build a bond, so that they respect and support each other as well as share
innovative and creative idea at workstation.
4. Uncertainty Avoidance Index
In this workers tolerance to upcoming challenge, current type of situation and reaction.
There are number of challenges as well as opportunity comes in employees life and if able deal it
properly they will get higher position, recognition etc. Sainsbury is working in global business
and hence prepare employees for any type of issue and also support if they are failing somewhere
and hence able to gain competitive advantage in time of globalization.
5. Long Terms Vs Short Term orientation
In long term orientation employees work hard for a longer time and hence support firm in
achieving higher goal while in short term workforce emphasizes on accomplishing present duties
(Beugelsdijk, Kostova and Roth, 2017). Former one is productive as well as qualitative as in this
workers job will be secure for longer period and hence Sainsbury used it in organisation culture
2.Exploring the efforts of culture in improving effectiveness in the organization by keeping focus
on communication
Communication in Sainsbury encourages motivation by advising, informing and clarifying
the task or project has to be done and tricks to improve the performance to bring effectiveness in
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the company. Speaking broadly and interacting fluently in the clear manner supports the
employees of Sainsbury to better recognise and understand the culture and goals of the
organization. the company focus on the part of communication very aggressively because it
caters major functions within it by transferring details, purposes, expectations and influence the
staff members to work according the vision of Sainsbury and decide suitable modifications
which are necessary to improve effectiveness in it. Communication supports the organizations to
move towards their progress in acquiring the objectives and determine the particular actions
required for the improvements (Kurtzo and et.al, 2019). It helps Sainsbury leaders to maintain
strong personal relationships with the every level of resources to improve the practices of the
organization and to perfectly align with the core values of it. Elimination of silos and minimizing
errors are done with the internal communication within the Sainsbury. Communication also
increases employee turnover and advocacy to balance culture of the company. It also helps
organization to better satisfaction, trust among the consumers and employee engagement
(Petersons and Khalimzoda, 2016).
Culture of Sainsbury concentrates on the interactions to improve its effectiveness by using
Berlo’s communication model. This model of communications works on the model of SMCR
that is Source, message, channel and receiver. Berlo’s communication model takes the emotional
exposure of message into account. It describes the various components which form the common
process of communication. This communication model in Sainsbury also emphasizes the process
of coding and decoding of the aspect of message. The different elements of this model are
influenced by several factors.
Source
It is also called as sender in other words and it is the one from where the thoughts are
originated. Source is the one who transfers all the details to the receiver after deliberately
converting its thoughts into words. In Sainsbury, the source transfers the information to the
recipient with the support of communication skills, culture, social system, knowledge and
attitude.
 Communication skills: A source in Sainsbury possesses outstanding communication
skills to make effective interaction and build best impact amid the listeners. It must have
knowledge that at which point a source has to pause and repeat sentences and how the
sentences are spoken and pronounced. A source in Sainsbury cross check the point of
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views and queries of its listeners and takes care of its accent while communicating
because bad or rude accents makes conversation boring and negative impact on the
listeners.
 Culture: This component refers to the listener’s background to where the source of
Sainsbury is interacting.
 Social system: Sainsbury’s source always makes sure to setup a place according the
impression it wants to make on the receivers.
 Knowledge: It is element that s literally known for the clarity of the details that the
speaker of Sainsbury wants to convey to the listeners.
 Attitude: It is very perfectly known that right attitude can become a very good speaker in
an organization. A source in Sainsbury must have positive attitude to build up an
effective impression that last long.
Message
When a source converts its thinking into words it becomes message (Umeozor, 2020). This is
also known as encoding process. Any message comprises on the following components.
 Content: This factor is basically a backbone of interaction and a script or matter of the
conversation prepared by the source in Sainsbury (Majithia, 2018).
 Element: Sainsbury realises that only speech is not enough to bring effectiveness in the
organization so it includes elements in the communications that are facial expressions,
gestures, body movements, postures in its message.
 Structure: The message has to be structured in an appropriate way in order to express it in
a way that Sainsbury has desired.
 Code: This component is same as the element that has to be accurate to according the
recipient or else the speech gets distorted and cannot be decoded.
Channel
It is particularly the medium which flow the information from sender to receiver. There
are certain senses such as hearing, tasting, watching, touching and smelling which supports
individuals to communicate.
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Receiver
When the message of Sainsbury meets its final stage and the individual who tries to
recognise the actual message is conveyed is the receiver and also identified as the process of
decoding. The receiver has to acquire the same smooth flow of knowledge as the sender has. The
receiver must possess effective communication skills, right attitude, qualities to make a proper
setup and maintain culture.
3. Role of culture on employee motivation
The role of culture in employee motivation is huge therefore Sainsbury makes sure that
the culture of the employees and the customers is being focused upon. There are a lot of changes
which are coming in the demand and expectations of the employees and customers which the
company needs to maintain in order to have a sustainable growth in this market. The competition
in the market is already increasing therefore the company makes sure that they are having higher
internal working and functioning which is going to be positive for the profit margins. All the
employees belong from a different cultural background and they need to be having a common
ground in order to make the organisation reach their targets (Vázquez-Rodríguez, Romero-Castro
and Pérez-Pico, 2020). The cultural environment is going to help the employees be able to work
as one and innovation and new ideas are going to come in the organisation effectively making
the standards of the organisation increase in the market. The employees which are working in
Sainsbury are having high experience and knowledge of the market which would make the
organization gain a competitive advantage for a long run. Since the competition is huge in the
market the company will have to make sure that they are taking the right measures according to
the employee’s satisfaction and capabilities in order to be able to compete and gain a competitive
advantage in the market.
Sainsbury needs to work on their internal environment in order to make sure that the
organisation is benefiting from it. Employees are the backbone of the organisation which can
make the company be able to maintain and match the demands and needs of the customers which
is increasing and changing rapidly (Connolly and et.al., 2017). There have to be cost reduced
innovation an invention which is going to be very good for the overall performance and
development of the company. The brand value and portfolio of Sainsbury is really strong which
can help the company be able to expand themselves if they have the right employees and
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planning which is being done by the company effectively. All the organisations in the market
have their own unique method of being able to operate and have higher productivity level
therefore Sainsbury will have to make sure that they have a common ground and understanding
of the employees which are present in the company. Engagement of all the employees is very
important in Sainsbury to be able to achieve the targets and goals which the company is having
for themselves in the market. the level of motivation from employee to employee is going to be
different and then having the right in working environment there is going to be higher
understanding. When the culture is being maintained in the organisation that would result to
higher communication and clear direction in which the employees must work in order to be able
to match the standards and reputation of the organisation (Forssell, 2020).
4. Company could use the culture of the organisation to further enhance its success
It is important that the basic needs and demands of the employees are being fulfilled by
the employees so that there is going to be effective working which is going to be present. There
are a lot of profitability which Sainsbury can have in the market if there is going to be a use of an
effective measure (Martín-Santana, Cabrera-Suárez and de la Cruz Déniz-Déniz, 2020).
Maslow’s hierarchy of needs theory is very effective to be able to have a stable culture and
functioning in the market which is a very important factor. There are a lot of conflicts which are
present in the organization which have to be well maintained and operations are going to be
higher when the company will be able to have a stable functioning. Leaders of the company have
to be effective and efficient in the market and company so that the culture can be well
maintained which is going to be good for the overall functioning of the company in the market.
Behaviour and beliefs of the employees have to be appreciated in the company for the kind of
work they are providing to the organization which is going to be unique in its own way which is
a very important factor for the company to have (Taylor, 2017). The retention level of the
employees has to be maintained in the company therefore Sainsbury provides the employees
with right wages, rewards and promotions from time to time so that there is going to be higher
dedication which the employees are going to have in the company.
Employees of Sainsbury are trained and developed effectively according to the standards of the
company so that they can match that factor. Without help the employees are not going to feel
comfortable and give in their best in the company as well. There has to be good balance as well
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which the employees are being provided with from time to time so that they would be able to
operate and function effectively (Alblas, Wijsman and van Noort, 2019). Personal and
professionalism in the market of Sainsbury needs to be improved upon so that the company will
be able to have loyalty of the customers as well in the company. Culture is going to build up the
base for the company so that the organization will be able to make the quality of the products and
services be improved in the company which is a very essential factor for the company to have.
There is a lot of misunderstanding which the company is having for themselves in the market and
they have to be controlled so that there is going to be higher sense of direction which the
company will be able to have for themselves. There is going to be higher transparency which is
going to be present and the positivity in the employees is going to be present which is a great
factor for the company to have in the market (Shah, Anwar and Irani, 2017). The reputation of
the company is also going to improve in the market with this factor.
CONCLUSION
After defining and describing total organizational behaviour, the above report concludes that
Sainsbury uses different concepts to study the human behaviour. The company identifies its
culture and further applies a theoretical model of its choice to improve its performance by using
perfect model of culture and the applied theory classifies some various behaviours that are
occupied for the betterment of a company. It concludes that keeping concentration on the
interaction based on a single employee, team and organizational level. This report also concludes
that implemented theories/models of communication can bring effectiveness in the productivity
and Sainsbury can easily enhance the chances of success.
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REFERENCES
Books and Journals
Alblas, G., Wijsman, E. and van Noort, M., 2019. Organisational Behaviour. Routledge.
Connolly, L.Y and et.al., 2017. Organisational culture, procedural countermeasures, and
employee security behaviour. Information & Computer Security.
Forssell, R.C., 2020. Gender and organisational position: predicting victimisation of
cyberbullying behaviour in working life. The international journal of human resource
management. 31(16). pp.2045-2064.
Kurtzo, F., and et.al., 2019. Exploring communication tendencies of program
facilitators. Journal of Applied Communications. 103(1).
Majithia, R.K., 2018. CRAFTING CONTENT FOR INNOVATIVE LEARNING IN DESIGN
EDUCATION. Makers, Crafters, Educators: Working for Cultural Change, p.39.
Martín-Santana, J.D., Cabrera-Suárez, M.K. and de la Cruz Déniz-Déniz, M., 2020. From culture
to behaviour: donor orientation and organisational identification. Journal of Social
Marketing.
McShane, S. and Glinow, M.A.V., 2017. Organizational behavior. McGraw-Hill Education.
Petersons, A. and Khalimzoda, I., 2016, May. Communication Models and Common Basis for
Multicultural Communication in Latvia. In Proceedings of the International Scientific
Conference. Volume IV (Vol. 423, p. 433).
Shah, N., Anwar, S. and Irani, Z., 2017. The impact of organisational justice on ethical
behaviour. International Journal of Business Innovation and Research. 12(2). pp.240-
258.
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Taylor, S., 2017. Natalia Rocha Lawton is a Lecturer in Human Resource Management and
Organisational Behaviour in the Faculty of Business and Law at Coventry University.
Natalia’s research interests are in equality and diversity and inter-national employment
relations, with a particular focus on Latin America. Paola Pisano is a Researcher and
Professor of Innovation and Business. Strategic Human Resource Management: An
International Perspective.
Umeozor, S.N., 2020. Information Retrieval: A Communication Process in the 21st Century
Library. International Journal of Knowledge Content Development &
Technology. 10(2). pp.7-18.
Vázquez-Rodríguez, P., Romero-Castro, N. and Pérez-Pico, A.M., 2020. To engage or not to
engage in organisational citizenship behaviour: that is the question!. Economic
Research-Ekonomska Istraživanja. pp.1-16.
Minkov, M. and Kaasa, A., 2020. A test of Hofstede's model of culture following his own
approach. Cross Cultural & Strategic Management.
Beugelsdijk, S., Kostova, T. and Roth, K., 2017. An overview of Hofstede-inspired country-level
culture research in international business since 2006. Journal of International Business
Studies.48.(1).pp.30-47.
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