role of HRD in motivation creation processes using the example of a network
Pawlowska, University of Lódz, Poland
following research paper describes the problem of creating and maintaining
the necessary motivation among employees of direct to consumer marketing
companies. We attempt to answer the following questions: What role is played
by human resources management in creative motivation of its employees?
Which factors motivate most strongly independent entrepreneurs to co-operate
with a direct to consumer marketing company? Speaking about motivation
we are eluding to the driving force behind the need of an employee to function
in the work place in an effective and creative way. We have accepted the
The motivation system called the symbol-rite system by us represents a
direction in the development of contemporary human resources management.
The main motivators inducing a definite type of participation in the direct
marketing company are connected with the material status of an independent
entrepreneur in this company.
a thesis has been advanced proposing that the motivation system of horizontal
character builds in a way the companyís social capital. It releases trust
and builds a network of ties between the organisationís participants. Knowledge,
skills as a peculiar type of know-how of well motivated employees can be
successfully tapped by the employer. The proper application of motivational
mechanisms to each employee group and even individually to each employee,
can significantly contribute to the development of human resources. Consequently,
contemporary human resources management should pay a greater attention
to an individual approach to an employee including individual motivational
incentives. Non-pay motivators should also assume a greater importance.
The author has been analysing one of companies operating in the system
of network sales since 1997. It is an American company operating world-wide
with a network of affiliates in 72 countries, including Poland since 1992.
The company has created its own employee motivation system, which is identical
world wide and remains independent of ethnic cultural factors.
presented at the 5th conference on human resource development research
and practice across Europe: International, comparative and cross-cultural
dimensions of HRD. University of Limerick, 27-28 May 2004 (Abstract; full
paper incl. in CD-ROM).