This thesis is about the creation of a culture of appreciation at the workplace.
The basic needs of a human being were first addressed by the scientist Abraham Maslow, who designed a pyramid of needs. In this pyramid, he identified five hierarchical levels, which factors are essential for people to experience a satisfying feeling. At the top of the list is the need for self-fulfillment.
This need is also reflected in the world of work. Almost everyone wants to be seen and appreciated by their colleagues and managers. The topic of appreciation in the workplace is not new, but it is becoming increasingly important for companies. As the birth rate in Germany is steadily declining, there will be fewer and fewer young skilled workers on the labour market in the future. From this, the question can be derived, to what extent can employees be made to feel equally valued as a human being and as a worker? And does this appreciation have a higher value for the employee than the salary.
Table of Contents
1. Introduction
1.1 Problem definition
1.2 Objective of the thesis and structure
2. Basics
2.1 Definition of the term appreciation
2.2 Motivation
2.2.1 Intrinsic and extrinsic motivation
2.2.2 Motivational tools
2.2.3 Financial incentives
3. Appreciation as part of corporate culture
3.1 Definition and models of corporate culture
3.2 Characteristics of an appreciative corporate culture
3.2.1 Characteristics of a successful corporate culture
3.2.2 Definition communication
3.2.3 Schulz von Thun´s communication model
4. Leadership as a motivational tool
4.1 Mc Gregor´s X‐Y theory
4.2 Appreciative leadership
4.2.1 Trust
4.2.2 Clarity
4.2.3 Effective Communication
4.2.4 The expression of praise
4.3 Communication models
4.3.1 Non-violent communication
4.3.2 The Grow Model
4.3.3 Feedback
5. Empirical study
5.2 Choice of research method
5.3 Presentation of the results
5.4 Evaluation of the research results
6. Creation of a culture of appreciation using the example of Zalando
6.1 Company profile
6.2 Corporate culture
6.2.1 360 degree Feedback (Zonar)
6.2.2 zBeat
6.2.3 Online employee reviews about the company Zalando
7. Conclusion
8. Bibliography
Research Objectives & Themes
The primary objective of this thesis is to explore the impact of appreciation on employee motivation and satisfaction within a corporate context. It investigates whether genuine appreciation by management holds greater value for employees than purely monetary incentives, aiming to provide actionable insights for creating an appreciative workplace culture.
- Theoretical foundations of appreciation, motivation, and corporate culture.
- Leadership instruments as tools for conveying appreciation.
- Communication models to foster effective and appreciative interaction.
- Empirical analysis of employee expectations regarding recognition.
- Case study of Zalando's corporate culture and feedback practices.
Excerpt from the Book
1.1 Problem definition
“Human beings need to be needed”
A short sentence, which is nevertheless very expressive and memorable. Because in its brevity it represents a great need of most people, the desire to be needed.
The basic needs of a human being were first addressed by the scientist Abraham Maslow, who designed a pyramid of needs. In this pyramid, he identified five hierarchical levels, which needs are essential for people to experience satisfaction. At the bottom is the need with the highest urgency, which must be fulfilled: there are basic needs such as sleep, food or health. This is followed by the next higher level, which people strive to achieve, the satisfaction of security needs, such as law and order or a fixed income. In the third level, there are social needs such as family, friendship, and social exchange. These are followed by individual needs, and at the top of the list are the self-fulfilment needs. This is illustrated in Figure 1.
Summary of Chapters
1. Introduction: Outlines the fundamental human need for appreciation and sets the research objective regarding its influence on employee motivation.
2. Basics: Defines the core concepts of appreciation and motivation, including the differentiation between intrinsic and extrinsic factors and various motivational incentive systems.
3. Appreciation as part of corporate culture: Discusses the nature of corporate culture, how it is formed, and its crucial role in establishing an appreciative environment through communication.
4. Leadership as a motivational tool: Examines leadership styles, specifically Mc Gregor's X-Y theory, and provides practical communication models to actively demonstrate appreciation.
5. Empirical study: Presents the findings from a quantitative survey conducted among employees to determine the perceived significance of professional recognition.
6. Creation of a culture of appreciation using the example of Zalando: Analyses the corporate culture of Zalando and evaluates specific feedback mechanisms like Zonar and zBeat in practice.
7. Conclusion: Summarizes the research results, confirming the high importance of salary while highlighting the essential role of managers in providing authentic appreciation.
8. Bibliography: Lists the academic and web-based sources utilized for the thesis.
Keywords
Appreciation, Corporate Culture, Employee Motivation, Leadership, Communication Models, Feedback, Job Satisfaction, Monetary Incentives, Human Resources, Management, Non-violent Communication, GROW Model, Recognition, Organizational Behavior, Employee Retention.
Frequently Asked Questions
What is the core focus of this thesis?
The work focuses on the importance of appreciation in the workplace and examines how managers can implement an appreciative culture to increase employee motivation and satisfaction.
What are the central thematic fields covered?
The main themes include motivation theory, corporate culture, leadership styles, communication strategies, and the specific application of feedback tools within a company.
What is the primary research question?
The research explores the extent to which appreciation influences employee motivation and whether this form of recognition carries more value for employees than their salary.
Which scientific methodology is applied?
The study utilizes a quantitative research design, specifically a written online survey, to gather representative data on how employees perceive recognition and their relationship with management.
What topics are discussed in the main part of the thesis?
The main section details definitions of appreciation, explores leadership models such as Mc Gregor’s X-Y theory, and introduces communication tools like the GROW model and non-violent communication.
Which keywords best characterize this work?
Key terms include Corporate Culture, Employee Motivation, Appreciative Leadership, Feedback Mechanisms, and Job Satisfaction.
What specific role does the company Zalando play in this study?
Zalando serves as a case study to analyze how a large company attempts to implement a culture of appreciation, specifically through its 360-degree feedback program known as Zonar and quarterly surveys like zBeat.
What did the survey reveal about salary versus appreciation?
While the study found that salary remains a top priority, it also highlighted that employees interpret salary as a symbol of appreciation, meaning the two factors are closely linked in the employee's perception.
How is the feedback culture at Zalando evaluated in the thesis?
The analysis suggests that while Zalando has structured systems in place, there is significant criticism from employees regarding the transparency of these tools and the perceived lack of focus on them as individuals.
What recommendations does the author make for management?
The author recommends that companies invest more in management training focused on empathy and communication, and suggests that management needs to spend more time focusing on their team members to ensure they feel valued.
- Arbeit zitieren
- Alina Böhm (Autor:in), 2021, Creation of a culture of appreciation at the workplace. Intrinsic and extrinsic motivation, München, GRIN Verlag, https://www.grin.com/document/1172101
