Organizational Culture, Communication, and Motivation at Decathlon

This report analyzes the organizational behavior of Decathlon, a sporting goods retailer. It begins with an executive summary and an introduction that provides background information on Decathlon, including its mission and responsibilities. Part 1 identifies the company's culture in line with Handy's organizational culture model, specifically focusing on the role culture. The report then discusses how communication, using models like the transactional model, improves organizational effectiveness and explores the role of culture on employee motivation, referencing Maslow's theory. Part 2 describes and explains various models and theories related to organizational culture, communication, and motivation, as well as how findings from the organization align with these models. The report concludes with a summary of the key findings and references used throughout the analysis. The report emphasizes the importance of effective communication and a strong organizational culture in achieving company goals.

Organization
Behaviour

Table of Contents
Executive Summary: .......................................................................................................................3
INTRODUCTION ..........................................................................................................................1
About Organization..........................................................................................................................1
Part 1................................................................................................................................................1
1.Identification of culture in line with a theoretical model....................................................1
2. How culture improves organizational effectiveness with a focus on communication.......3
3. Role of culture on employee motivation............................................................................6
4. How company could use culture of organization to further enhance its success...............8
Part 2................................................................................................................................................9
Describing and explain a range of models and theories appropriate to organization culture,
communication and motivation (Covered in PPT)................................................................9
Finding from the organization and they fit with models and theories (Covered in PPT)......9
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

Executive Summary:
From the report it has been summarised that Organization behaviour helps to study about
individual performance and group performance for the purpose of attaining goals and objectives.
It is a systematic process that helps to get knowledge about persons and states how they can
work within organization in order to complete task. This report is about Decathlon which is
sports wear company manufacture different types of products and attracts people by providing
better quality of products. Decathlon is adopting role organizational culture in which employer
assign responsibilities between employees and give them advantages to show their talent by
achieving goals. Motivation theory like Maslow's theory helps employees to get higher
motivation by competing task on time. Communication theory helps to communicate between
employees and employers in order to solve problems.

INTRODUCTION
Organization behaviour is the study of individual and group of people's performance that
helps to accept the challenges in diversify working environment. It is very important for
organization to understand the needs of organization and examine the human behaviour that
helps to maintain the good environment (Spigel, 2017).There are different types of cultural
background in which they work effectively by interacting with workforce. To understand about
different organizational culture and approaches Decathlon has been taken. It was established in
1976 by Michel Leclercq that provides Clothing, Sports wear and Sports equipments at retail
prices. This assignment will discuss about different topics such as culture in line with theoretical
model, culture improves organizational effectiveness with a focus on communication, role of
culture on employee motivation and culture of the organization that helps to maintain
profitability.
About Organization
Background of company - Decathlon is a sporting good retailer company that provides
sports items at retail prices to its customers. It has 1500 stores in 49 countries, that is the largest
sporting goods retailer in the world. Its is known as Oxylane due to holding company that make
plans to attracts people. This was founded by Michel Leclercq in 1976 and decided to sale sports
products to customers.
Mission - Its main mission is to make sports accessible as to all people and create their
interest for its products. To inspire and guide people through sports experience and increase
productivity of business organization. The mission statement of such company is being active
and discovering new sports every day for the purpose of making healthy lifestyle.
Responsibility of Decathlon - The manager and employees of such organization are
fully responsible for their business decision. It is all about anticipating the challenges facing
society and action words towards sustainable development.
Part 1
1.Identification of culture in line with a theoretical model
Organization culture - This is a system of shared assumptions, beliefs and values which
states how people behave with organization in order to achieve goals. The share values
influences people within industry and states how they act, dress, look and perform job activities
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which attracts customers. The culture of organization should be effective that for the purpose of
achieving goals.
Handy's Model of organization culture - This model is given by Charles Handy that
defines different kinds of culture such as Power, Role, Task and Person. This culture helps to
achieve goals and objectives of business organization and maintain the productivity continuously
(Handy's Theory, 2018).
Illustration 1: Handy's organization culture
Source: Handy's organization culture, 2018
Decathlon is following different types of organization culture that are explained below:
Power - This culture is related with power which is held by few individuals who
influences spreads throughout the organization. Few rules and regulations are followed by
employees which are prepared by a person who has authority as well as responsibility. If
Decathlon use this culture then it has to give power to an individual who can make right business
decision for organization's welfare. Manager of such organization can control radiates from the
centre, concentrates on rules and regulations for making right business decision. It helps manager
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to make quick decision. Moreover, it create relationship among people after making right
business decision (Ismail and et. al., 2016).
Role - This culture is based on rules that can be controlled by anyone within industry. It
explains what are the roles and responsibilities of organization and how it differ from others in
order to achieve goals. The manager of Decathlon can follows such structure that is also known
as tall structure with long chain of command. Manager of such organization delegate authorities
among employees and perform their responsibilities effectively. This can be consider as
Hierarchical bureaucracy that helps to maintain position of company within organization. The
Decathlon can focus on roles and responsibilities of employees and maintain the profitability.
Task - This culture mostly follows by organization to achieve the particular goals and
objectives which is defined by company. It is used to address the specific problems or projects
that help to complete task. Decathlon can use such structure for assigning task and
accomplishing given task within industry. Manager of Decathlon can solve particular problems
of organization and it also give power to make correct business decisions.
Person - This culture is more effective in which individual feels they are unique and
superior in their company. It mainly exists for getting people work done in effective manner.
This is helpful for employees such as they feel good and focus on target which is done by people.
In Decathlon, manager can use this culture that helps to make feel they are superior to business
and they complete work in stipulated time (Profili, Sammarra and Innocenti, 2016).
Decathlon is sporting retail company that is following Role culture in which manager
assign roles and responsibilities of employees. It helps to get work done on time and business
decision can be made effectively. By following this culture employees decides what best they
can do by accepting challenges gladly. In this culture, every person is responsible for their
performance that helps to increase productivity. It affects employees by offering security and
opportunity to acquire specialist expertise. It create employee's morale and give them more
opportunity to increase profitability of running business.
2. How culture improves organizational effectiveness with a focus on communication
Communication is the effective way of sharing information and getting new ideas with
the help of communication. It helps to share the thoughts of two or more people that helps to
understand problems and provide their solution by sharing. It also helps to improve the
organization culture. For instance, Decathlon is facing losses from last year due to conflicts and
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task culture that create misunderstanding between them. For improving it can use better
communication model and other culture that can help to share information effectively. It uses
role culture with the help of transactional communication model that helps to understand
problems of employees and give them solution with the help of better communication. Therefore,
culture helps to improve organizational effectiveness by focusing on communication (Gray,
2018).
Theories of communication - This is consider as information theory that helps to
communicate with all members within organization and solve their problems. Organizations uses
different types of communication model that helps to maintain the effective communication
among employees. It is used to explains the production of communication and defined methods
how goals of organization can be achieved (Communication model, 2019).
Linear Model – This model is also used by company to communicate with employees
and share important messages for the purpose of making making profits. It helps to remove
miscommunication among staff and solve employee's problems. This is one way method which
is used for mass communication. In this model senders send messages and receivers can receive
only that means they can not give feedback or reply on that conversation. In Decathlon, manager
can use this model to communicate with employees and give their messages to their staff. For
instance, Decathlon want to bring new sport product within organization by according to new
trend and lifestyle. For this manager can use Linear model to share messages where no need to
get any feedback and make efforts to adopt such model.
Merits - It helps to make quick business decision because employer does not get any
feedback and revert from employees. It creates good audience and intentional results for
employers (Baker and Parkinson, 2016).
Demerits - It is not continuous as employees can not give their feedback to employers. It
is not effective communication for Decathlon because employees have not right to make
decision.
Linear Model of communication
Linear model includes Lasswell's model that is used in communication with employees
and employers in order to make profits. Decathlon is using Lasswell's model of communicating
that helps to share all information and make correct business decisions. It consider various
phases which are explained as:
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Who - This explains who is sending message to employees that is known as
communicator. In Decathlon manager are known as communicator who communicates or share
information with employees and solve their problems (Kotakis and et. al., 2018).
Says What - This means message which is send by communicator to know the problems.
In Decathlon manager says messages to employees and other members that helps to share
feelings and informations.
In which channel - This mean which channel is used by organization to share the
information. There are various channel which is used by Decathlon to send the messages and
share information. For instance, employees and employer of Decathlon uses mails,
communication app and formal channel that helps to communicate effectively (King and et. al.,
2018).
To whom - This means to whom a person want to communicate or share information. It
helps to maintain the keep information confidential and maintain good working environment.
Such as manager of Decathlon communicates with employees and share information for the
purposed of achieving goals.
With what effect - This denotes effects of communication which is done by manager and
how it helps to maintain information confidential.
Transactional model - This model comprises interpersonal communication in which
sender sends messages and receivers receive messages. This is very effective model that helps
organization to transact their ideas and thoughts in order to make effective decision with the
permission of all employees. In Decathlon company, employer and employee shares business
information that helps to make right business decision by interchanging roles of employees.
Employers can receive simultaneous feedback for the purpose of getting profit margin (Kohl and
et. al., 2018).
Merits – This model is helpful for Decathlon as it helps to provide simultaneous and
instant feedback. There is no chances of discrimination between sender and receiver. It also
reduce the miscommunication problems in which employer and employees can make decisions
collectively.
Demerits - It has some drawback also such as it encourages non verbal communication
between employer and employees. It can create noise pollutions due to communicating with all
employees at same time (Dhingra, Boduszek and O'Connor, 2016).
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Decathlon is following Transaction model that is very effective as it helps to share
information among employees and employer. Manager of such organization, uses different types
of communication model that helps to share information and maintain quality of organization.
3. Role of culture on employee motivation
Theory of Motivation – This is important for organization give motivation to employees
and increase productivity. Motivation is the reason for individual's actions, willingness and goals
that attracts them and complete goals. If organisation motivates employees then it can retain
them for long term. To know about motivation Maslow's theory has been selected that helps
employees to achieve targets.
Illustration 2: Maslow's theory, 2018
Source: Maslow's theory, 2018
Physiological needs – It is comprises as biological needs for human survival for instance,
air, food, drink, shelter, clothing, warmth, sex and sleep. If organization give all needs to their
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employees they can feel good that attracts them. In Decathlon, manager focus on such needs and
satisfy the employees that helps to perform organization functions optimally.
Safety needs – It is other needs which are required for employees such as safety needs. It
influences employees and helps to make effective business decisions. It consider safety needs
such as protection from elements, order law, security, law stability, freedom from fear. In
Decathlon manager have responsibility to satisfy safety needs of employees by giving them
protection. They also gives family protection that influences them and maintain them for long
period.
Love and belongingness needs – It is another needs which should be complete after
physiological and safety needs have been fulfilled, that is love and feeling of belongingness
needs. It consider various needs such as friendship, trust, acceptance, giving affection and love
and intimacy. It helps to maintain relationship among employer and employees in Decathlon.
Esteem needs – This needs has been categorised in two category such as esteem for one
self (achievement, mastery, independence and dignity) and next is desire for reputation or respect
from others like status, prestige. In Decathlon, manager focuses on such needs and provide
respects and reputation to employees that helps to increase production level with the help of
employees (Wright, Keiser and Pruitt, 2016).
Self actualization needs – This is consider as ending stage that involves realizing
personal potential, self fulfilment, peak experience and seeking personal growth. This help
employees to take right business decision and retain employees for long term. In Decathlon,
employer fill such needs of employees that helps to give high level of motivation. It helps to
maintain the employees continuously and increase productivity. Therefore, motivation helps
employees to maintain productivity and profitability within organization.
Therefore Maslow's model helps Decathlon as well as employees to complete targets in
stipulated period and achieve goals. If management of such company focuses on this model then
it reach near by target and accomplish them in effective manner.
Vroom expectancy theory - This model is widely used by organization to give
motivation to employees and increase productivity. This is a cognitive process theory of
motivation that is founded on the basis of people's needs and wants. This theory gives higher
level of satisfaction to employees and maintain the productivity of organization. It helps to create
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a relationship among employees and employer by providing motivation. It includes different
element which are explained as:
Valence – This means value and strength one places on a particular outcome or rewards
that motivates employees and complete target of organization. In Decathlon, manager can
motivate their employees by rewarding then and through promotions.
Expectancy – This is related with efforts to performance that motivates employees for
the purpose of running business effectively. It is helpful for Decathlon employers motivates
employees to increase performance and maintain profits.
Instrumentality – This is related with performance to rewards that can be consider major
factor within organization. In Decathlon, an good performer employees desire promotions and
thoughts superior performance is key factor to achieve goals. In this situation, first level outcome
is superior and second level is promotions that helps to motivate employees and get work done
by them in good manner. Thus, workers of Decathlon can be motivate to perform efficiently with
desire by getting motivation.
Herzberg's theory: This theory is related with motivation that helps to motivate
employees and give them satisfaction in order to increase productivity and profitability. This
theory involves two factor like motivators and hygiene factor. Motivational factor involves
achievement, recognition, work it self, responsibility and advancement that attracts people and
increase profitability. Where as hygiene factor involves company policy and recognition,
supervision, interpersonal relations, salary and working conditions that motivates employees
more and helps to run a business continuously.
It has been evaluated that culture of organization plays an important role in company as it
helps to motivate employees. The decathlon is focusing on role culture and Maslow's theory for
motivation that helps to influence employees and increase profitability.
4. How company could use culture of organization to further enhance its success
Decathlon can increase success of organization such as it is using organizational culture
that help to understand problems of organization and provide solution in order to make profits.
Culture is important for company as employees are likely to enjoy their time in workplace when
they fits with company culture that given them confidence and motivate them to complete goals.
Moreover, if employees will work effectively then organization can improve their production.
Therefore, culture can help to increase organization success.
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Part 2
Describing and explain a range of models and theories appropriate to organization culture,
communication and motivation (Covered in PPT)
Finding from the organization and they fit with models and theories (Covered in PPT)
CONCLUSION
From the above report it can be concluded that Organization behaviour is key factor that
attracts employees and complete goals and objectives of business industry. It is related with
human behaviour that helps to accept challenges within organization and maintain the
productivity for long term. Organization adopt different culture like power, role, task and person
that helps to focus on target and make efforts to accomplish goals. Motivation theory is used by
business concern in order to motivate employees and get work done from them. Communication
theory helps to understand thoughts and ideas of employer as well as employees in order to make
business decision and attain objectives.
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