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The Motivation Theory Used Within the Coca-Cola Company

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The Motivation Theory Used Within The Coca-Cola Company

The motivational process of The Coca-Cola Company can best be described as one that identifies with Clayton Alderfer's ERG theory. The workplace productivity within The Coca-Cola Company is unmatched by many organizations today. Three essential elements make up Aldermen's ERG theory: The first part focuses on the existence needs within the company; the next part addresses the relatedness needs within the company; and the last part touches on the growth needs within the company.

The existence needs of the employees within The Coca-Cola Company can be defined as those needs that have a desired physiological effect on the employees within the company. In addition, it could be the material well-being of the organization itself. In order for there to be harmony within the company, the employees must have a sense of stability in their current position, as well as a potential for growth within the company. Remembering that employees have the desire to be satisfied within the company in which they work, The Coca-Cola Company has many different programs in place in order to assist with this process. For example, the company offers cultural awareness programs and employee forums; these forums consist of employees that share similar interest or backgrounds. The individuals within these forums provide both professional and personal growth to one another. The Coca-Cola Company motivates their employees with incentives and occupational opportunities on a daily basis.

The material well-being of The Coca-Cola Company is being achieved each day. The company uses innovative means in order to reach the younger generation of today. An example of this is their nightclub-based programs which cater to America's youths. These programs provide live entertainment and custom-designed lounge furniture to the club owners. The company is constantly producing technology which appeals to consumers, and as long as the company continues to appeal to the consumers, their products and services will continue to be unmatched by many.

The next part of the ERG Theory is the relatedness needs. These are the desires for satisfying interpersonal relationships (Schermerhorn, Jr., Hunt, & Osborn, 56). The Coca-Cola Company prides themselves on establishing relationships between both employer and employee. The organization is able to connect with the employee and produce a relationship that can benefit both of them. For example, The Coca-Cola Company uses the one-on-one approach between management leaders and employees. Once a month, the employee speaks with a team leader, or supervisor, about any problems at home or in the workplace. This creates a positive environment where both parties can start to build a trusting relationship with one another. As a result, this could help them improve productivity because they are able to express personal needs that could affect their performance at work.

Another reason why The Coca-Cola Company uses the relatedness need is to build meaningful relationships between co-workers. If an individual likes who he or she is working with, they tend to be more motivated to continue to come to work for the personal relationship and networking. The human need is easily satisfied in the simplest form.

The growth need, which Schermerhorn, Jr., Hunt, and Osborn (2002) state as the desire for continued personal growth and development (p. 156). This need alone can motivate each and every employee to do better within themselves, as well as within the job. Knowing that some of the choices made at work can help you advance, is something that helps reassure an individual that advancement is up to him or her. The Coca-Cola Company tries to create an environment where promotions are encouraged to come from within the organization. Furthermore, they implement training programs which encourages an individual to move ahead in the company if, and when, the opportunity exists. The company also practices several incentive and reward programs to help motivate the employees to continuessly improve productivity.

In order for The Coca-Cola Company to continue its goal of constant growth, it is necessary to apply Alderfer's ERG theory to the workplace productivity. It is more logical for the ERG theory to be applied to the productivity since, according to Schermerhorn, Jr., Hunt, and Osborn (2002), it offers a much more flexible approach to understanding the needs of each individual (p. 157). Understanding an employee's needs is crucial in maintaining a high morale within the organization. As a result, a company that maintains a high morale among its employees is able to become more productive in the long run.

The Coca-Cola Company maintains its strength in workplace productivity by applying Alderfer's ERG theory to it. The Chief Executive Officer, Douglas Daft, developed a yearly citizenship report, which he started only two years ago. As Daft (2002) explains in Living Our Values: 2002 Citizenship Report, the elements of the company's success are divided into four principles of



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