case study Gerald vs university of puerto rico

Running head: Motivation Savvy Management at Bristol- Myers Squibb 1

Case Study #

Motivation Savvy Management at Bristol- Myers Squibb

Ensures Cutting-Edge Internet Presence

Jane Doe Student

MGMT 1000 Business Management Course

West Georgia Technical College

Instructor John Doe

Date

Motivation Savvy Management at Bristol- Myers Squibb 2

Abstract or Summary

Bristol-Myers Squibb, a globally successful biopharmaceutical company, seeks to maintain

its competitive edge by improving its Internet strategy. Beyond the challenge of formulating the

strategy, implementing it will be much more trying. Technological challenges aside, motivating

the people involved in implementing this strategy will be a key factor. Jack Cooper, a head

manager of the company, must help these organizational members understand why and how the

Internet strategy will work, since it will be easy for them to point out the negative aspects of the

implementation. Jack Cooper must use a combination strategies from managerial

communication, theory x–theory y (pessimistic-optimistic styles), job design, behavior

modification, monetary incentives, nonmonetary incentives, and Likert’s management systems

(4 management styles developed by Rensis Likert in the 1960s) in order to successfully motivate

his team (Certo & Certo, 2012). A highly motivated team will be able to deal with obstacles

based on their ambition to succeed.

Question 1: Do you think it would be unusual for a manager such as Jack Cooper to spend

a significant portion of his time motivating his workforce? Explain.

No, I do not believe that it would be unusual for Jack Cooper to spend a great portion of

his time motivating his employees. As leaders, we must meet the needs of our employees. “If

Cooper does not furnish his employees with an opportunity to satisfy their human needs while

working, low morale within the company will eventually develop” (Certo & Certo, p. 415).

“Signs of this low morale might be only a few employee initiating new ideas, people avoiding

the confrontation of tough situations, and employees resisting innovation” (Certo & Certo, p.

415).

Motivation Savvy Management at Bristol- Myers Squibb 3

Motivating employees give them the desire to act on the task at hand. In addition, an un-

motivated employee will likely seek employment elsewhere, causing the company to incur the

costs of replacing them. These costs include “advertising, interview expenses (airfare, lodging,

etc.), time spent interviewing, pre-employment testing, relocation, sign-on bonuses, orientation,

training time,” etc. (Certo & Certo, 2012).

Question 2: Which of the needs on Maslow’s hierarchy of needs could implementing

Internet strategy at Bristol-Myers Squibb help satisfy? Why? If you have omitted one or

more of the needs, explain why the implementation would not satisfy those needs.

I believe that all of Maslow’s hierarchy of need could be satisfied during implementing

the Internet strategy at Bristol-Myers Squibb. The first needs to be met are physiological “the

needs for water, food, rest, sex, and air” followed by the need for safety, “the individual’s desire

to be free from harm” (Certo & Certo, p. 404). The implementation team is employed with the

company, thus they “work for money to fulfill their physiological, and safety needs” (Stephien,

2002). Once those needs are filled, their social needs are next in line. “Social needs reflect a

person’s desire to be accepted by others” (Certo & Certo, p. 404). Being part of this digital

implementation team will satisfy this need by allowing employees to feel as though they are

accepted within their organization (Stephien, 2002).

As employees begin to feel that they are part of an organized team, they then seek

respect, or esteem. “Employees will push themselves to excel at their work in some cases merely

to receive pats on the back” while others seek advancement to provide a sense self-respect and

the respect of others (Stephien, 2002). Once employees have the esteem that they desire, they

will be inclined to maximize the potential that they possess (Certo & Certo, 2012). This self-

Motivation Savvy Management at Bristol- Myers Squibb 4

actualization need can be achieved when they are “no longer bound by the usual conventions”

(Stephien, 2002) and can be creative, resourceful, and visionary.

Question 3: Is it possible for Cooper’s efforts to be successful in motivating workers yet

detrimental to organizational success? Explain.

Personally, I believe that a leader cannot successfully motivate employees and have a

negative impact on the company. This would be unsuccessful motivation in my opinion. I do

believe that it is possible for Jack Cooper to successfully motivate employees, yet fail to realize

the disadvantages that may arise if his motivational tools are misused. Successfully motivating

employees promotes the desire to achieve the goal(s) set forth. Furthermore, too much

motivation or offering too many incentives can have an undesirable outcome. “Employees can

become over-confident” and may feel that they are the bosses' favorite workers, even if they start

to slack off on their projects or test the limits of their working relationship with their

supervisors” (Jenkins, & Media). This could produce jealously among co-workers based on this

perception, thus de-motivating other employees.

Misusing punishments, also known as negative reinforcement is another disadvantage

that Cooper must be aware of. Overuse or misuse of this type of motivation could cause

employees to become frustrated with their jobs and produce less efficient work (Jenkins, &

Media). In order to successfully motivate employees, we must be aware of these disadvantages.

Personal experience that is pertinent to the case study issues.

The restaurant that I manage for has recently introduced a new program that focuses on

the concept that everyone must be responsible for achieving the goal of customer satisfaction.

Motivation Savvy Management at Bristol- Myers Squibb 5

The change is mostly within the perception that a server only has to take care of the customers

that sit in their section. They are having a difficult time applying the new techniques because it

pushes them to look outside of their own section on the restaurant and focus on all guests, as well

their own. The challenge that management faces is getting the servers to understand the

importance of working more as a team (a group of individuals working together to achieve a

common goal) and eliminate the idea that everyone is out for themselves. We have found

creative ways to motivate them to do so, but we are only half way there. After reading this

chapter, I am ready to take the motivational strategies presented and bring them to the table as

we strive to achieve this objective.

Motivation Savvy Management at Bristol- Myers Squibb 6

References

Certo, S. C., & Certo, T. S. (2012). Modern Management Concepts and Skills (12th Ed.). Upper

Saddle River: Prentice Hall.

Jenkins, A., & Media, D. (n.d.). About Employee Motivation & Reward Systems. Small Business

Chronicle. Retrieved from http://smallbusiness.chron.com/employee-motivation-reward-

systems-15978.html

Stephien, P. (2002). Motivation: What Do Employees Reall Want? NASJE: Manager's Briefcase.

Retrieved from http://nasje.org/news/newsletter0202/managers/motivation.htm