Learning, Training, and Development - Strategic Approach of the Coca Cola Beverage Industry - Case Study Example

Learning, Training and Development - Strategic Approach of the Coca Cola Beverage Industry CONTENTS Introduction……………………………………………………………………………1 An Overview…………………………………………………………………………..1 Corporate Culture of Coca Cola……………………………………………………….2 Significance of Employees…………………………………………………………….3 Coca Cola’s Approach………………………………………………………………...4 Cognitive development………………………………………………………………..4 Changing in Technologies…………………………………………………………….5 Learning Methodology………………………………………………………………..6 Formal Learning Initiatives……………………………………………………………7 Informal Learning……………………………………………………………………10 AMO Theoretical Framework……………………………………………………….13 Humanist Learning Theory………………………………………………………….14 The 8-Stages Process By Harrison………………………………………………….15 Conclusion…………………………………………………………………………..17 Recommendations…………………………………………………………………..18 References…………………………………………………………………………..19 LEARNING, TRAINING & DEVELOPMENT INTRODUCTION The main objective of the current study is to find out the learning and development strategic approach of the Coca Cola Beverage Industry within its business environment in order to present it before the senior management of the industry. The report defines how much necessary is the training of the employees for the growth of organizations. It is therefore the organizations arrange for training sessions, promotion tests, discussions, focus groups, workshops and seminars in order to explore and refine the best qualities of their employees. In the same way, the report defines how the industry, under study, can enhance its learning and management strategy according to the contemporary requirements to increase the volume of sales by presenting its products to the consumers in a more refined and an an innovative way. The cognitive and behavioural theories have also been applied along with the in-depth study of the organization and its learning approach. The use of latest technology and new dimensions of contemporary commercial atmosphere have also been mentioned in the present report. The brilliant achievements of the Coca Cola Company have also been elaborated in a comprehensive but precise way. COCA COLA BEVERAGE INDUSTRY---AN OVERVIEW Coca cola is one of the most popular brands among all the world-class products and industries at large. Its name, trademark and logo are thought to be the sign of quality and trust. The company has made tremendous achievements during nearly quarter past one century and it has not dependent of any introduction at all now. It serves like a milestone in the history of modern public beverages that are popular among all ages and all classes alike. Coca-Cola was presented and introduced first time before the world in May 1886 in Atlanta, Georgia. The founder of the company had no idea of its marvellous successes because the company had to bear losses in the beginning, as the sale was less than its product. (Quoted in the coca-cola company.com). But the management was determined enough to make it an achievement in the future years to come. The administration and workforce laboured hard day in and day out for its recognition. It is why the company is ruling over the hearts of millions of people everywhere on the globe. For decades, the industry has been the sponsor of supreme events and ceremonies including Olympic Games, World Cups, G-8 conferences and other domestic, national and international ceremonies. All that is the fruit of unflinching efforts and admirable passion of the management, administration, staff and employees that the company’s business in running in smooth waters. Making an analysis of an organization by applying some theory not only helps out in respect of looking into the corporate culture of the industry under study, but also weaknesses and flaws can also be indicated and redressed in respect of education and training structure of the organization. It can support the researchers explore the secrets of the unabated accomplishments, sound reputation, overwhelming business activities and corporate culture of the company. The study also supports in respect of learning and understanding the problems of the organization and its employees by giving valuable suggestions as a corporate analyst and marketing researcher. It is also beneficial for the leadership and management of the organization in fostering innovative ideas and novel thoughtfulness by applying theoretical framework within which the present report has been prepared. CORPORATE CULTURE OF COCA COLA The Coca Cola maintain a unique corporate culture and magnificent business traditions. Though, with the inclusion of various rival beverage companies at national and international levels, the Coca Cola Industry has to face the situation of perfect competition, yet the product is as popular today as it was in the time of its monopoly over the whole beverage industry. Even then there always exists an urgent need of exploring innovative ways to make it more and more attractive and acceptable for the consumers and customers. The Coca Cola Beverage Industry has successfully combated with the rival mania with the help of its comprehensive strategy and hard efforts of its management and employees to earn far more business than its rivals could only dream. It is therefore the industry has exceedingly been interested in the education and learning of its staff in such a way that they can prove themselves not only hardworking and loyal employees of the organization, but also they can become productive and useful citizens of society. SIGNIFICANCE OF EMPLOYEES The employees are the most dominant asset of an organization and the output they produce determines the future triumphs of the organization. It is therefore, organizations give special devotion to their training and education so that they can have command over their professional life and the department where they have been allocated. The organizations undergo various fluctuations during the course of time while offering their services either at global or domestic level. These fluctuations are the outcome of many factors including changes in technology, alterations of government policies, political, social and cultural changes, introduction and inclusion of new inventions, environmental factors and others. The leadership and senior management of the organizations comes forward to decide the ways to bring considerable alterations in strategic plans. It is senior management that makes arrangements for the learning and training of employees and staff members with the intention that they can add share for the uplift of the organization. Different organizations maintain different corporate culture, which appears as the sign of identity for it. Such culture is the outcome of the organization's leadership policies as well as the informal and formal training it offers to the employees. The industry gives its complete attention and top priority to the education and training of employees and makes arrangements, time and again, for the formal training sessions and workshops where senior management offers the employees its services in respect of technical guidance and practical corporate assistance to upgrade their morale so that they can compete with the new challenges of changing business needs and requirements. COCA COLA’S APPROACH TOWARDS LEARNING AND DEVELOPMENT The Coca Cola Industry maintains a transparent approach of coaching the employees to add their share in the development of the organization. It does not hesitate in seeking knowledge from any avenue including even the rival companies and industries as well. The industry strongly believes in innovative ideas, unique notions and outstanding approach which can support the organization along with its unique formulae, matchless taste and gorgeous presentation. The industry makes arrangements for sending its employees to some specific courses in a formal way only. Besides, it strongly believes in the maxim that learning process always takes place by interacting with the other individuals and people of the relevant field continuously. Here appear different dimensions of the cognitive theories of learning. COGNITIVE DEVELOPMENT Cognitive development refers to the development and growth of human intelligence and mental capabilities that support him performing the obligations and solving the problems of intellectual concern. Theorists vary in opinion in respect of cognitive development process in humans. Some of them are of the view that an individual’s innate abilities help him, under the natural process, in respect of his physical and mental growth. On the other hand, other theorists declare it the outcome of child’s interaction with his environment, from where he learns how to act, react and behave at some specific situation. Coca Cola’s learning approach resembles with the Constructivist learning theory which vehemently declares that more the interaction of the individuals with the environment, more will be their mental growth and learning as well. The Coca Cola Company is of the view that every moment is precious for learning and man is experiencing it the whole day. The casual and informal learning process provides humans an opportunity to make career developments under natural atmosphere. Career development refers to the course of action during which individuals and organizations espouse ways and formulate schemes for expansion of both the parties in a financial set up. Man is ambitious by nature, and he designs plans and sets goals in mind to achieve them in life. These aims determine the way towards selection of one’s career based on learning, qualification and expertise. Some switching of career paths and fields of study, according to Moss and Frieze (1993: 284), is natural among young adults as they discover their strengths, weaknesses, and the realistic demands of various careers. Right decision at the right time is the key to success. If a person enters into an occupation that is in keeping with his disposition, he would make headway within a short period. On the other hand, if his work does not give him chances of learning and improving his skills, he would be lagging far behind from his counterparts. Training workshops are extremely beneficial for climbing the development stares in one’s career. Changing in Technologies and Government Policies, and Coca Cola The Coco Cola's learning approach exposes its vision and sharpness on the one hand and its command over the changing scenario on the other. Whenever any new technological invention is introduced in the market, the company arranges an introductory seminar as well as meeting of the management, in which the entire advantages and disadvantages of the invention are discussed. The employees participate in the discussion and elaborate their views and opinions. As soon as the speeches and debates of the employees are over, senior managers and directors come forward to disclose the hidden difficulties due to the inclusion of new invention. After that they brief the staff regarding the utility of the new product and inform them how to take maximum benefits out of it. Moreover, the management trains the staff in respect of evading the disadvantages of the invention. Not only the case is with a new invention, but also same is the case with the new policy announced by the government as well as new socioeconomic change entered the market. The Coca Cola Industry moulds its strategies, revises prices of the products, develops schemes and applies techniques to meet the growing requirements. It is by dint of the foresight and vision of the management that the industry is accomplishing all the targets in a devastating way. LEARNING METHODOLOGY The Coca Cola Industry strongly believes in the utility of formal training institutions because formal training workshops and seminars determine and decide the future of an organization. These formal gatherings shape the culture of the organization, following of which assist in the informal learning of the employees. The employees get opportunities to learning a lot in formal learning workshops. These training workshops change the way of thinking and perception altogether. A very large and unlimited world seems to be revolving around their eyes about which then can only dream of. These training centres working under the dynamic leadership of management transform the brain as well as thought of the employees. They are educated that they are going to explore new avenues of the world have been buried under the pile of ignorance. If they overcome such difficulties, they can rule over the world. FORMAL LEARNING INITIATIVES Learning is a universal phenomenon and part of every organization's operational scheme. The formal learning is the process in which training sessions and coaching classes are involved to train the staff members at an organization. In this pattern of learning, training sessions are introduced under the controlled group atmosphere, and specific training courses are designed to teach the employees work ethics and skills related to their department. In addition, the staff members are provided with training before giving promotion to next scale and shifting to some other department. One of the most significant advantages of the formal training sessions include the employees learn some technical knowledge related to their department and duties. The experts deliver lecture through interaction as well as social and manipulative scaffolding in some specific area of interest. Furthermore, the employees get chances of asking questions and enquiring about the problems they face while performing their duties. There are various methods of formal learning at the organizations. These include focus group discussions, educational programmes, workshops and group meetings. In the focus group discussion, the focus is on one and the single point and the participants discuss all aspects of that problem. For instance there is the problem of new political policy announced by the government. A member of senior management conducts the focus group discussion and invites all the employees present in the meeting to give suggestions what steps should be taken by the management to combat the problem. Change in the political policy is one of the essential parts of PESTLE analysis and the person having command over the strategic analysis will brief the participants how new strategic plan would be devised according to the new policy announced by the government. Coca Cola Industry maintains thousands of employees all over the globe. In order to develop its original corporate culture in all its offices in different countries of the world, there is an urgent need for training of the staff under the same atmosphere and under the supervision of the same leadership who is training the employees in the UK and USA. The company should arrange formal training sessions through mentorship once a year and all the departments should be trained so that same features and cultural traits can be developed turning the industry into homogeneous cultural unit. It may create feelings of pride as well as fulfilment in staff members alike in all corners of the world at large. The employees should be informed regarding the achievements the industry has made. Further, they should be got acquainted with the value chain analysis, resource audit and strengths, weaknesses, opportunities and threats of the industry. All this will be highly valuable in respect of team building and motivation of the employees in general and they will seek great satisfaction on coming to know that they are the part and parcel of such a great organization. The organizations change their patterns and ways of action only to bring novelty as well as maintain their traditional values. Coca cola has hired the services of highly qualified personnel and technically trained professionals in respect of procurement. Engineers, chemical analysts, business professionals, human resource managers and other staff has very skilfully handled all the responsibilities of the refined beverage i.e. Coca cola. It has enhanced the infrastructure of the industry and its future is quite in the safe hands. The Coca cola alters its presentation time to time like it did during the FIFA World Cup 2006. It also intends to present the bottles that resemble bat, ball or hockey. The training of the employees is made in such a pattern that they always think of creating something innovative and extraordinary. It is the management which looks for the informal and formal training of the employees and staff members so that they can be proved more and more beneficial and productive for the organization. Learning capabilities and innovations increase the reputation as well as good name and fame of the organizations. As child undergoes learning process and is taught how to act and react at some specific situation with other individuals, and comes to know how to behave with the people in his surrounding, the same is the case with the members and employees of an organization. The formal learning process starts from the day when the new staff is appointed and joins the organization. A party is usually arranged in honour of the employee(s), where they are handed over with the appointment letter. The senior management and senior employees welcome them and congratulate them on joining the mighty organization. They are served and entertained in a ceremony and it gives them acknowledgement that they have entered an organization which gives special importance to the employees. The concept of giving respect and protocol to all the staff comes in their mind, and they come to know that they are here as family members working in a dynamic and friendly atmosphere. The attending of ceremonial workshops and training classes fill the minds of the employees with energy and motivation to seek more and more knowledge and information regarding their department. Then there is a concept of formal training according to the department. The training should be taken place in an examination hall other than the office. A separate training plaza should be erected for this purpose, where employees are trained on the basis of their skill, qualifications and department. The division of departments including human resource, finance, accounting, admin, engineering, filling, marketing and advertising and others provides the employees with unique identity from other members of the organization. It has been very well said that an open door may tempt even a saint. It is therefore keeping an eye on the staff is very essential factors of learning and training. Theories of learning and education provide a comprehensive analysis of personality, family background and socialization process of every employee in order to find out in which subject and field he maintains special aptitude. It has often been found that some employees show extraordinary performance in technical fields, but are not good in clerical and correspondent tasks. It is formal training workshops which assist in discovering the extra ordinary qualities of the workers. Learning process with the assistance of regular supervision and unremitting interaction between instructor and learners opens new avenues of knowledge to the employees. INFORMAL LEARNING Informal learning is a long and continuous procedure, which lasts till the last day of employee in the organization. Further, it is a continuous process and man learns something new and novel almost everyday during the course of performing his obligations at job or work place. Researches reveal the very fact that almost 80% of the learning process at an organization is the outcome of informal coaching by interaction with members of staff, management and colleagues in a friendly and casual form. Informal learning is not only economical, but also it is more effective and long lasting. It is the daily routine work which teaches the employee how to behave with other members of staff according to the cultural values of the organization. Informal learning is based on the form of informal thinking and understanding. Premises behind thinking are built and evaluated self and all effects of feelings or beliefs should be left outside from thinking processes. (Garnham & Oakhill 1995, 256-257.) Coca Cola beverage industry has arranged comprehensive outline for the informal training of the employees. The industry can improve its informal learning process by providing the staff with highly cultured, organized, friendly and skilled leadership. In a corporate culture, the role of leadership is dominating and it can play decisive role that serves as the model for the whole staff to imitate. The company has divided its work in different areas. There are departments including marketing, advertising, production, quality assurance, filling and bottling, inventions and innovations, management and administration, accounts, labour force and others. Being the greatest beverage industry, it must be a role-model for all the soft drink companies of the world. When the employees observe the senior managers engaged in one task or the other, they get motivation out of it and try to work hard to achieve that position in future their bosses are maintaining in the high administration. Employees experience learning process as a child undergoes the same. Informal learning is the pattern which is sought while interacting with other individuals of society, as children get informal learning at home during his interaction with his parents and siblings. On the other hand, formal learning process starts from the school where a child learns how to behave in a systematic and an organized way. One of the best parts of both formal and informal training is the motivation which accelerates the potential of employees to a significant way. An individual has to work hard with determination and concentration to achieve his goals in life. Both determination and concentration look for motivational effects in order to continue performing all the tasks during financial activities. Hence, motivation plays pivotal role in an organization’s life and career. Leadership teaches the employees through motivational effects under its supervision both in formal and informal learning. “Motivation is”, Kreitner views, “the psychological process that gives behaviour purpose and direction.” (1995). In other words, motivation is the main factor behind performing something purposeful towards some specific direction. “It is an inner drive”, Higgins states, “to satisfy an unsatisfied need.” (1994). Motivation is an urge that supports man during the course of fulfilment of some tasks individually and collectively. Motivational factors are extremely significant not only for the employees during their job in a corporate firm, so that they can learn more and more regarding their job, and can be proved more and more productive for the organization and work place, but also it is important for the companies and organizations for the enhancement of their sales volume and creativity as well. It is the leadership of an organization that provides a staff-motivating atmosphere within an organizational structure; it is therefore the role of leadership revolutionises the very scenario of an organization under its dynamic administration. Taking the example of the world famous automobiles brand Honda Company and its new President, Mr. Nobuhiko Kawamoto, it is evident that Mr. Kawamoto motivated the employees by introducing collective and group work rather than individual efforts especially in the decision-making process. He not only brought tremendous motivation to the employees and senior management, but also observed each and every aspect of all departments keenly. On the basis of his observation and study, he formulated new sitting plan for the executives and high officials of the top order management. It helped the employees in respect of informal learning and boosting their skills and morale. The strategy fastened communication between the executives and decision-making process got tremendous acceleration. In addition, the environment turned out more frank and friendly in comparison with the past. Consequently, ‘right-first-time’ policy upraised quality and controlled the manufacturing cost. All the popularity of Honda is because of company’s policies and strategies, including planning, marketing and advertisement that has very successfully supported in capturing the markets of the world at large from micro to macro level. There was one and the only thing behind that all i.e. the new president's motivation and encouragement for staff members and employees. The facilities announced in the training centres on meeting the targets serve as magic in the performance. The free medical check up facility and some holidays without deduction boost their morale in the very beginning. The idea of promotion on showing good performance and free domestic and foreign trip add to the motivation of the employees. They learn regularity and punctuality as an informal learning from the higher management. Moreover, observation of the administration urges them strive in teamwork to work hard for the individual and collective development as well as the uplift of the organization. AMO THEORETICAL FRAMEWORK Like PESTLE and SWOT analysis, AMO also contains significance in respect of analysing an organization. AMO, which simply means ability, motivation and opportunity, proves helpful in respect of training and development of both individual and organization. The organizations allocate the tasks to the employees by examining their worth and talent. Formal learning procedures and training courses as well as examinations reveal the facts regarding the talent an employee obtains. Not only this but also, it also becomes evident that which employee has talent for accomplishing some specific task. If the tasks are assigned keeping in view the ability of the employee, it will not only give him motivation, but also the task will be performed in a better and refined way. All that will add to the productivity of the organization at large to a great extent. Similarly, development requires opportunity of fulfilling a task to show one’s worth and abilities. The organizations should provide the employees with the opportunities relevant to their work as well as other than their work. If an opportunity is assigned to an employee, he will try to perform according to the given instructions under the supervision of an instructor or supervisor. It will be highly beneficial to explore and utilise the capabilities of the employees. Maslow’s motivational theory also resembles with the notion AMO. HUMANIST LEARNING THEORY There are other learning theories too involved in individual and organization learning theories. Humanist learning theory concentrates of human growth in the career by learning from the environment. The theory is based on the concept of motivation articulated by Maslow. Famous psychologist and the father of humanistic psychology, Abraham H. Maslow has elaborated five levels of motivation in his famous Need Hierarchy Theory in 1943. These levels include physiological, safety, social, ego and self- actualizing ones. Maslow opines that as the motivation takes start from the lowest level, so the lowest level needs and requirements of the employees must be fulfilled in priority to motivate and inspire them towards their work and to develop as well as strengthen their interest in the tasks they are to fulfil. He submits that if senior management is interested in patronizing the addressing of most significant motivational factor in the staff of an organization, all these above mentioned levels of motivation should be satisfied. Physiological needs, according to Maslow, are those which offer an employee happiness and satisfaction. Maslow takes the interesting work at job as the first and foremost factor of motivation and the part of his concept of self-actualizing factor. More attractive and relevant to the disposition and aptitude of an employee the work is, higher will be the level of his motivation while performing his obligations and giving results to the organization. In addition, if an employee's salary or wages are not sufficient to buy basic necessities including food, clothing and shelter for him and his family, his motivation level will surely be low and he will be unable to pay due heed to his work. The Coca Cola Beverage Industry keeps this point in mind during the learning process of employees. They are assigned the targets and tasks according to their aptitudes and talents. It not only supports in respect of socialization of the employees, but also increases the learning procedure from bottom to top management and indirectly trains the whole staff and management too. Similarly, Maslow lays stress on admiration and appreciation from the management on doing good job and showing commendable performance at job by the employee. It will raise employee’s self-esteem and he will work more arduously in future. The Coca Cola industry has announced promotions, souvenirs and salary increase on showing extraordinary performance in different departments. It not only motivates the employees, but also encourages them a lot. They learn that hard work and determination win applause and admiration in life. A satisfactory and appreciable environment is created out of this all, and the employees feel secure and envy their work atmosphere. The theorist calls security of job as the safety factor which is the fourth one in his list of motivational factors. If an employee’s job is not secure, he may be involved in trying his luck to some other job or company all the time, and his energies will not be focused on the tasks he has been assigned with. It is manager who motivates the employees and members of staff regarding the achievement of tasks and goals determined and decided by the top management. All the famous brands of global reputation including Honda automobiles, Coca Cola beverage industry, Microsoft Corporation, Virgin Atlantic Airways, Hitachi automotive production company and others exercise different aspects of learning and motivational theories in their strategic planning in order to increase their market volume as well as widen the canvas of their sales and production consequently. Cognitive theory is applied in order to develop learning process in humans. Cognitive development is the transformation of a child’s undifferentiated, unspecialized cognitive abilities into the adult’s conceptual competence and problem solving skill. (Marcy Driscoll, 1994: Quoted in Pam Silverthorn, 1999) In simple words, cognitive development refers to the growth of mental processes as well as ability to think and perceive. It also discusses how a child learns by his innate mental capabilities and from society. The Swiss biologist Jean Piaget and Russian psychologist Lev Vygotsky were the theorists to advance the constructivist theory of Cognitive development in children. According to which the cognitive development starts in children with their interaction with the environment and people around them. It is necessary for a child’s development, according to them, that he must interact with other individuals of society. The same is the case with individuals working in an organization under some specific culture and environment. THE 8-STAGES PROCESS BY HARRISON Rosemary Harrison has presented her eight stages process of learning and development, which is as under: Establish Needs Agree on Purpose and Objectives Identify profile of intended learning population Agree on strategy and delivery of the learning event Select learner cohort and produce detailed specification Finalize strategy and design event Deliver the learning event Work with partners to facilitate all stages of the cycle, building consistency Harrison lays stress on the orderly and efficient system of learning procedure to formulate a comprehensive developmental outline. The most devastating element in organization’s growth is the focusing on the company’s need and training the whole staff to mould them according to the work tasks and motivating them against their obligations to gain considerable productivity. The concentration must be laid on every employee of each and every department. The aims, objectives and tasks must be transparent to all staff and work outline must be examined on regular basis. Coherence with the work ethics, professionalism, strategy revision according to the changing business scenario and discipline within the boundaries of the organization serve as essential matters for such a gigantic organization like Coca Cola. The conducting of training workshops under experts and efficient management personnel gives fruitful results and career development of organization and individual alike. CONCLUSION To conclude it is evident that learning is a very significant as well as astonishing phenomenon that contains worthwhile implication in the life of both individuals and organizations. It increases one's skills and enhances his capabilities and talents. Informal learning continues from the beginning to the end of man's career life, whereas formal learning takes place after intervals and gaps, but being more organized and systematic, it leaves indelible imprints on individuals and organizations. The researches based on models and theories ratify the fact that organizations and companies can make far more progresses by conducting learning processes on regular basis. As the informal learning is the part of daily life, the special attention should be made on it. The high management and personnel of director and senior manager levels must adapt themselves in such a way that the junior staff and employees can learn something new while interacting with them. The great industries like Coca Cola which is the symbol of wonderful achievements and series of triumphs must be more attentive and conscious in respect of both informal and formal training. It will help the industry in respect of making distinction with other companies as well as its unique cultural characteristics will serve as role model for the business community to imitate. RECOMMENDATIONS As it is a fact beyond doubt that all corporate firms and business organizations outline plans to improve the degree of their sales and production and boost their commercial activities. These plans determine their future way of action as an important ingredient of their strategies. Thus, there always exists the need for a comprehensive and transparent methodology of formulating a corporate approach and revising it according to the changes taking place in corporate sector in a very fast pace. The same is the case with the Coca Cola. It is proposed to the high authorities of the Coca Cola Industry that it must arrange technical and corporate training workshops twice a year to sustain its position as the biggest and most successful beverage brand of the world. The personnel from the head office should be appointed for giving training at the regional offices situated in different parts of the world. It will keep a homogeneous culture at every office of the industry. Further, PESTLE (political, economic, social, technical, legal and environmental variations) and SWOT (strengths, weaknesses, opportunities and threats) analyses should also be the part of all trainings. It will help the employees looking into their performances and analysing them individually and collectively. Further, the tests and examinations should be conducted after every training session. It can reveal the employees’ learning abilities to a great extent. In addition, the cultural features of the organization must be included in both formal and informal learning procedure. Many of the matters are settled due to the adaptation of some specific cultural traits, which promote high observance of discipline and co-operation within the boundaries of the industry. REFERENCES Anderson, J. R. (1990) Cognitive Psychology And Its Implications. Third Edition, W.H. Freeman & Company, New York. Piaget, J (1952) The Origin of Intelligence in Children, International University Press, NY. Silverthorn, Pam (1999) Jean Piaget’s Theory of Development www.learningandteaching.info Higgins, J. M. (1994). The Management Challenge (2nd edition). New York: Macmillan. Kreitner, R. (1995). Management 6th edition. Boston: Houghton Mifflin Company. Lindner, James R. (1998). Understanding Employee Motivation. Journal of Extension, Volume 36 No.3 Maslow, Abraham. H. (1943). A Theory of Human Motivation. Psychological Review, July 1943. 370-396.www.Funderstanding.com Moss, M. K. & Frieze, I. H. (1993). Job preferences in the anticipatory socialization phase: A Comparison of two matching models. Journal of Vocational Behaviour, 42, 282-297. Read More