Vous êtes sur la page 1sur 27

1

Report on Application of Motivational Concepts In Grameenphone

Submitted by:
Rownok Rahman Joy Zayed Ashraf Alaul Ashraf Showrav Sabby Zaman Ashraf Uz Zaman 10204113 10204108 10221032 11104101 11104068

Submitted to:
Course Instructor: Afsana Akhtar Assistant Professor MGT 211 Principles of Management BRAC Business School BRAC University

Date of submission : 30th November, 2012
2

2011 To Afsana Akhtar Assistant Professor BRAC Business School BRAC University Subject: Submission of Term Paper Dear Miss. we tried to enhance our knowledge about the policies that prevail in the industrialization of the country’s economy. It gives us immense pleasure to submit our report on “Application of Motivational Theory in Grameenphone Bangladesh Ltd”.At every phase of making this report. MGT 211. We will appreciate your valuable inquiries and suggestions on the report. Sincerely yours. We would be keen to assist for interpreting our report or any other further clarification if required. Rownok Rahman Joy 10204113 Alaul Ashraf Showrav 10221032 Sabby Zaman 11104101 Ashraf Uz Zaman 11104068 Zayed Ashraf 10204108 3 . This report will try to give the picture of our efforts and seriousness. This report was assigned to us as a completion of the course “Principles of Management”.Letter of Transmittal 15th December.

assistance of many books. It is a pleasure to acknowledge the assistance received from several individuals during the preparation of this term paper. Finally.Acknowledgement This report might never have been completed without the necessary practical knowledge. 4 . without the help and support of Almighty Allah this report would have been left incomplete. We are significantly indebted to our course instructor Miss Afsana Akhtar for her valuable help by providing us with suitable instructions. articles. and primary data. The assistance from the websites and annual report of the company played a vital role in the preparation of the term paper. websites.

Last of all I thank our friends who were always inspired us during the working period.Executive Summary: The report is designed to bridge the gulf between the theoretical knowledge & real life. Through this term paper we learned quite a bit about Grameenphone’s application of Motivational Concepts. While working on this report we got to know about Grameenphone’s socioeconomic contributions and their future schemes for the progress of the economy. 5 . It is designed to have a practical experience while passing through the theoretical understanding. we had a wonderful experience during our working period. We are proud to work with Grameenphone and this experience will surely help us in our future assignments. Moreover. We took the term paper on Grameenphone which stands as a famous name in telecom industry. Grameenphone is one of the most advanced industries in Bangladesh currently.

........-.............--...1 Introduction/Background..19 Chapter Three 20 3............... 9 1..........--13 Chapter Two 14 2....-------22 Bibliography ........-.....-.3 Objective of the report...4 Methodology............-...............-.2 Finding and Analysis.....-...--.-............1 Conclusion...-..........--.....-.-...-...........-...-.......................-..........-.-..................--------21 3.......-13 1...................................-.....-....-..............-12 1.........-.......-10 1.......24 6 ....2 Mission & Vision.....-15 2.......--.........--.1 Grameenphone’s Motivation-..-.....-...-...................5 Limitations.Chapter Chapter One Page no......2 Recommendation .......--11 1....21 Appendix .

ABSTRACT The main purpose of this study was to” assess the role of work motivation on employee performance”. In this light the study sets to identify the most ranked factors among the ten motivational factors. 7 . The analysis from the empirical findings showed that Job satisfaction” was the most ranked factor for both sub groups that made up the sample survey. However a study from previous researches used in this study showed that different results could be obtained from different groups of already working employees. The survey was intended to get their responses on what they feel are the best factors that could motivate them in future. This study in an assessment of this purpose used deductive approach in which a qualitative survey was carried out among employees of Grameenphone. This study therefore can be seen as an introduction to a more detailed study to be carried by future researchers on the field of employee’s motivation.

Chapter: 01 8 .

1. received its operating license in November 1996 and started its service from March 26. 1997. The Company was successfully listed in November 2009 – which was the largest IPO in the history of the Bangladesh capital market. 9 .1. where mobile telephony is acknowledged as a significant driver of socio-economic development. after 12 years of successful operations. Grameenphone provides services to rural and urban customers across Bangladesh.Introduction Company Overview This is Grameenphone Grameenphone Ltd. both for individuals and the nation. Grameenphone is the largest mobile phone service provider in Bangladesh. the largest telecommunications service provider in Bangladesh. the Independence Day of Bangladesh. with more than 33 million subscribers as of May 2011.. Now.

we’re there to put things right. KEEP PROMISES Everything we do should work perfectly. We’re about delivery.Our Vision We exist to help our customers get the full benefit of communications services in their daily lives. relevant innovations & services. We should always remember that we try to make customers’ lives easier. BE INSPIRING We‘re creative. 10 . We’re here to help. If it doesn’t. Our Mission Grammenphone is the only reliable means of communication that brings the people of Bangladesh close to their loved ones and important things in their lives through unparalleled network. not words. not over-promising. Everything we produce should look fresh and modern. Our Values MAKE IT EASY Everything we produce should be easy to understand and use. We’re about actions. We bring energy and imagination to our work.

for the company has been successful listing of Grameenphone in November 2009 – which was the largest IPO in the history of Bangladesh capital market. and the launch of the StudyLine service in October 2009.899 & BDT 1. the introduction of the Grameenphone branded handset V100 into the market in August. GETCO 11 . The most significant BIG introductions for the company have been the launch of our internet vision “light will find its way” with the GP-branded EDGE Modem in February. To identify the CSR activities of Grameen phone. however. Grameenphone formally signed two separate agreements with ICX (Interconnection Exchange) operators. and saw both a steady revenue growth from quarter to quarter and increasing EBITDA margins – despite declining ARPU (Average Revenue Per User).899 respectively. Among the other notable launches were the mobile back-up service and the in-flight roaming service. We want to help customers with their specific needs in a way that suits way of their life best. The biggest news. Objectives of the Study The study has been undertaken with the following objectives: 1. 2.BE RESPECTFUL We acknowledge and respect local cultures. To understand the meaning and nature of CSR. Business Review The year 2009 has been a fantastic year for Grameenphone from many fronts – we have successfully been able to introduce various “first of its kind” innovative products and services to the market. Notably the company crossed the 23 million subscriber mark in December 2009. We want to be a part of local communities wherever we operate. The Samsung handset bundle offer for Bengali New Year met with a great response allowing subscribers to choose between two handset packages at the two attractive package rates of BDT 5.

and IGW (International Gateway) operators. for routing International calls to and from GP subscribers respectively.” 1. Bangla Trac Communications Ltd.Objective of the report Two types of objectives are given below:  Broad objective:   To present an overview and brief introduction to GP To learn about the motivation approaches to employees used by GP To learn about dealing with employees   Special objective:   To gain a relationship between theoretical and practical learning real life situation of GP To identify the motivational factors of GP 12 .. 2009 was also the year the company took a deeper look at environment and took the lead in protection of the environment in Bangladesh when the environment and climate change campaign was launched in June 2009. and NovoTel Ltd.Telecommunications Ltd.2 . GP’s environmental roadmap aims to promote a low-carbon society and taking responsibility for its own carbon emissions. The objective of the campaign was to support a healthier environment by both reducing GP’s carbon footprint. culminated in the publication of a book “Ekatturer Chithi” in March 2009. the project comes “from the heart and will leave behind in its wake a document which will help to preserve an important part of history through the letters written by the Freedom Fighters to their near and dear ones. for routing domestic inter-operator calls and International calls to and from GP subscribers. and M&H Telecom Ltd. The program aims to reduce carbon emissions by 30-40% within 2015 from business as usual situation considering 2008 as the baseline. Oddvar Hesjedal explained at the onset of the project in December 2008. The collaborative project with the Prothom Alo in the collection of letters from 1971. As CEO.

details of many aspects of the motivational factors of GP have been skipped in this term paper.  Due to time shortage.  One of the main barriers was time shortage.Limitations Briefly.  To identify the different sectors those have direct involvement with employee motivation To give some suggestions for the maintenance of employee motivation 1. 13 .Methodology Both primary and secondary forms of information have been used to prepare this report. The details of these sources are highlighted below.  We also faced some hierarchical formalities.3 .4 .  It was very difficult to collect adequate data from such a big corporation because of some divisional and confidential problems. we face the following limitation during preparing the term paper:  Since GP is a big corporation it was something difficult to us to prepare the term paper within this time.  Primary sources:  Discussions with the employees of GP  Informal conversation with the employees of customer service  Different manuals of GP  Secondary sources:  Annual report of GP  Information regarding the telecommunication service  Different books and periodicals related to the telecommunication sectors  Newspapers  Website information 1.

Chapter: 02 14 .

Included are articles on the practical aspects of motivation in the workplace and the research that has been undertaken in this field. An understanding and appreciation of this is a prerequisite to effective employee motivation in the workplace and therefore effective management and leadership. hierarchy of needs). These articles on motivation theory and practice concentrate on various theories regarding human nature in general and motivation in particular. But that's easier said than done! Motivation practice and theory are difficult subjects. To do this the manager should be able to motivate employees.Rensis Likert and Vroom's Expectancy Theory. touching on several disciplines. yet very complex too. Frederick Herzberg (two factor motivation hygiene theory. Why study and apply employee motivation principles? Quite apart from the benefit and moral value of an altruistic approach to treating colleagues as human beings and respecting human dignity in all its forms. 15 . The inverse also holds true. research and observations show that well motivated employees are more productive and creative.) Abraham Maslow (theory z. Human nature can be very simple.Grameenphone’s Motivation: Employee Motivation of Grameenphone: Theory and practice The job of a manager in the workplace is to get things done through employees. Elton Mayo (Hawthorne Experiments) Chris Argyris . notably by Douglas McGregor (theory y).2.1 . The schematic below indicates the potential contribution the practical application of the principles this paper has on reducing work content in the organization.

ingenuity. It believes that the employees have the creativity.        Positive reinforcement / high expectations Effective discipline and punishment Treating people fairly Satisfying employees needs Setting work related goals Restructuring jobs Base rewards on job performance Grameenphone Theory Implication: Theory Y: Grameenphone uses the theory Y in the employee motivation process. As a guideline. There are many options and an uninitiated manager may not even know where to start. potential and self-direction to treat the customers and they take responsibility 16 . They will do what they want to do or otherwise motivated to do.Motivation is the key to performance improvement: There is an old saying you can take a horse to the water but you cannot force it to drink. it will drink only if it's thirsty . there are broadly seven strategies for motivation. either by themselves or through external stimulus. Whether it is to excel on the workshop floor or in the 'ivory tower' they must be motivated or driven to it. experience and training and its improvement is a slow and long process.so with people. thus:  Job performance =f(ability)(motivation) Ability in turn depends on education. On the other hand motivation can be improved quickly. It gives them opportunity to work independently. Performance is considered to be a function of ability and motivation.

the need is totally employee personal factor but as far as we know a high recognition is given for an employees total contribution in the organization through the whole life. As a human being employee here tends to find a good working life . recognition such as the company always uses “we” in its recognition stage. Motivating factors often are easily found in the grameenphone as a leading company in this sector . GP uses “we” in their formal work standards this fulfills the recognition needs. Herzberg's Hygiene and Motivational Factors As a leading telecommunication company grameenphone seems to be more careful about their standards of service and customer satisfaction. group working which fulfills belonging needs. Maslow's Hierarchy of Needs As a leading telecommunication company grameen phone seems to be more careful about their standards of service and employee motivation. standard salary which serves as basic need of an emoployee.for their own interest.job safety unless any kinds of unwanted occurrence works as safety needs. strategically formulas and to protect organization from some uncared employees grameenphone sometimes apply theory X. Sharing ideas and views with employees and taking an effective and efficient decision with the participation of employee is a common phenomenon here. Theory X: When an emergency situation creates in the organization grameenphone tends to take or apply theory X for the better interest of the organization.Employees feels motivated with the statue. High official decision. 17 . Dissatisfactory factors are generally not found but sometime policies and personal life factors create some dissatisfactory condition in the organization. Continuous growth and shareholders eagerness to this company motivates employee to have a chance to work with such a company.

Theory Z: Grameenphone uses this theory when they face the problem of change their internal and external changing program in their organization. Vroom's Expectancy Theory: The employee will work more and more when their outcome will be equal or more than their expectation. If the company evaluates their employees work then the employees will be motivated to do more work to gain performance reward and Grameenphone does these kinds of works for motivating their employees. The management of Grameenphone promises to change the way managers and employees alike think about their jobs. 18 . They will be also motivated when a relationship between what they want and what they get is positive. and their working lives. They emphasize the work restructured in order to enable individuals to develop to the fullest extent. Grameenphone also tries to motivate their employees individually that their work time will become more meaningful and challenging through self motivation. By counseling they use the consultative motivation program and by the participation of all employees they user the participative motivation program. When the employees don’t be motivated then the company uses the exploitative-authoritative motivation program and also uses the benevolent-authoritative.Chris Argyris Theory: The employee motivation of Grameenphone mostly follow the small group based works rather than the boss based works and also they follow the satisfaction in workplace rather material rewards. their companies. Rensis Likert Theory: Grameenphone uses these four types of styles to motivate their employees in their different situations when they face any types of employee motivation problems.

Especially Grameenphone uses the consultative and supportive leadership program for motivating their employees in the workplace so that they can easily improve the productivity. 19 . After the entire employee motivation of Grameenphone Limited is more appreciated than others. As Grameenphone is the largest telecommunication company in our country so their employee motivation is more better than the other telecommunication company. we find that Grameenphone covers a lot of works for the motivation of their employees.Findings and Analysis: To finish this term paper.

Chapter: 03 20 .

The next section deals with an important mode of motivation. should follows which are given bellow:  As a competitive market.  As Grameenphone is the largest organization so they should improve their customer satisfaction and employee motivation system. Human resource remains the focal point and leadership the critical component. Can money motivate? Yes. namely financial aspects of rewarding employees. the company should become more innovative and competitive for their own benefit. but money alone is not enough. We have discussed some of the pertinent theories bearing on human motivation and this is balanced by some of the practical factors which can lead to excellence. 21 .Conclusion: There is no simple answer to the question of how to motivate people.  They should give the profit sharing opportunities for the employees that employees will be motivated to work more and more.  For motivating employee they should give the employees some incentive and promotional packages. Recommendation: The recommendations for Grameenphone Ltd. though it does help. and motivation has to be 'tailored' to each individual.  They should give the emphasis on the empowerment of employees.  They should ensure the safety working conditions for the motivating employees for their own betterment.

Big Five personality model “A model of the primary dimensions of individual differences in personality. Possibly grouped with self-efficacy.” 22 . A minority of psychologists consider positive and negative evaluations of the self to be the sixth and seventh factors of personality. The dimensions are usually labeled extraversion. thought he labels vary somewhat among researchers. and openness to experience. conscientiousness. agreeableness. A construct that enjoyed tremendous popularity in the 1970ss but since has been considered epiphenomenal not causal.Appendix Glossary  McGregor's Theory X and Theory Y  Herzberg's Hygiene and Motivational Factors  Maslow's Hierarchy of Needs  Chris Argyris Theory:  Rensis Likert Theory:  Vroom's Expectancy Theory:  Theory Z: Self-esteem “The degree to which the qualities andcharacteristics contained in one’s self concept are perceived to be positive” One's estimation of one's own self-worth. neuroticism. etc.

The only direct links in a hierarchy. Sensing-Intuition. and hostility.Myers-Briggs Type Indicator (MPTI) “A personality test designed to classify individuals according to their expressed choices between contrasting alternatives in certain categories of traits. and Judging-Perceiving. The tendency to reflect before taking an intuitive answer as correct. and persistence of effort toward attaining a goal. easy going approach. although 23 . are to one's immediate superior or to one of one's subordinates. Hierarchy A hierarchy (sometimes abbreviated HR) can link entities either directly or indirectly. Thinking-Feeling. and either vertically or horizontally. based on Jungian typology.The test has little credibility among research psychologists but is widely used in educational counseling and human resource management…” Type A/Type B personality Type A personality is “a personality pattern characterized by chronic competitiveness. The categories.” Type B personality is “a personality pattern characterized by low levels of competitiveness and frustration and a relaxed. insofar as they are hierarchical.” Cognitive reflection A specific mental ability. are extraversion-Introversion. high levels of achievement motivation. direction. Motivation The processes that account for an individual’s intensity.

pp. telecommunications involved the use of visual signals.pp 184-248. semaphore telegraphs.N. Vol. Kanungo. lung-blown horns. Telecommunication Telecommunication is the transmission of information over significant distances to communicate. John Wiley and Sons. Bibliography REFERENCE LIST Textbooks Stephen p. Judge (2009) “Motivation Concepts” Prentice Hall. 24 . or audio messages via coded drumbeats. Greenberg J &Baron A. In earlier times. smoke signals. Management in developing Countries. Allan Byman and Robert G. robbins and Timothy A. Prentice Hall.M.).4. 197-199. London. F. 188-215 Herberg. pp. Indirect hierarchical links can extend "vertically" upwards or downwards via multiple links in the same direction. R. In A. 8. Sekaran Uma (2002) “Research Methods for Business”. Kunungo (Eds. B & Snyderman. Vol. following a path. Mausner.R (2003) “Behaviour in Organisations”. New York. signal flags. pp. Jaeger & R. Bmguess (1999) “Qualitative research” Pretence Hall pp 8994. and optical heliographs . (1990) “Work alienation in developing Countries: Western Models and Eastern realities”.a system that is largely hierarchical can also incorporate alternative hierarchies.195-209. such as beacons. B. or sent by loud whistles. (1969) “ The motivation to work”. Routledge.N.

Journal of Applied Psychology. 388-399.” Harvard Business Review. April. David A. Friedlander. 6.499 Graham. “Does Herzbergs Motivational Theory have staying power”? Journal of Management Development. “Principals and job satisfaction”. American Psychologist. Vol. Vol.24. (2005). issue 4. (1964). pp.W & Messner. DeCenzo. Newstorm. 2.  Argyris.6.” Journal of Applied Psychology.  Argyris. (1999). Grameenphone Annual Report 2011 Antomioni. 57-56 Diener. Keith Davis-Organizational Behavior: human behavior at work-11th edition. pp.-Dec. 77-85. & Lloyd. Schoen (1996). Friedlander. Vol. Robbins (2007-2008). G. 41. Turnover and Morale”. pp.10. Vol. Reading. (1966b) “importances of work versus Non work among social occupationally stratified groups. 20. International Journal of Education Management. pp. Stephen P. Vol. No. MA: Addison-Wesley. pp. “cross-cultural correlates of life satisfaction and selfesteem”.48. “Fundamentals of Human Resource Management” – 8th edition. (1965). M. pp 161. Liberty of congress cataloging-inpublication Data (34-52)  John W. “Job characteristics as satisfies and dissatisfies”. 25 . No 6. ARTICLES. E & Diener. 143-152. “Good Communication That Blocks Learning. F. No. and Practice. Friedlander. No. pp. G. No. 68. F. Tata McGraw-Hill Edition (2003-2004). Journal of applied Psychology. Organizational Learning II: Theory Method. N. Chris and D.C. Nov. (1995). 27-30. “The relationship of Satisfies and Dissatisfies to Productivity. Chris (1994). 50. Gordon. Vol. M. Basset-Jones. D. 163.E (1998). 12. Vol. Journal of personality and Social Psychology. 72(4). P. pp196-204. “What motivates middle managers”? Industrial Management. 50. 437-443. (1966) “Motivation to work and Organisational Performance”. F. Vol. No. 5.

H. Harpaz. P. D.No4. Nov-Dec. (1990). pp. “A study of Attitude change in the pre-retirement period”.1-8 Saleh. pp. R.3 pp. Business Horizons. “One More Time: How Do You Motivate Employees”? Harvard Business Review.(2004). pp. S. Hersey. “Five ways to retain good staff”. pp. 22. (1987). F. pp. “Understanding employee Motivation”. pp. June. No3. 48.”International Journal of Mnapower. pp. pp.A.A.Helepota. No. Vol. 47. R. (1988) “Workers Needs: the same around the world”. Steers. J (1998) “Motivation and Dissatisfaction of Industrial workersHow relevant is Maslows Theory” European Journal of Marketing. Now-Dec. K. 6.T. Englewood Cliffs. 114-122 Wiley. Journal of Research Technology Management. Mowday. Journal of Extension. No. 21 September..L & Evans.(1997) “What motivates employees according to over 40 years of Motivation surveys. Inc.R.pp. No. D. B. Problems and Perspectives in Management. R. Family Practice Management.M. vol.J.L (2004).6. 21. Vol.M.& Shapiro. Issue 1. I.” Motivation and Job Satisfaction” Journal of Management Decision. 14-35.”General Issues in Management”. pp.& Myers. Shenkel.A. (2005) “Motivational Theories and their application in construction”. J. & Gardner. 34 Katz. PrenticeHall. C. Cost Engineering.34-35 Herberg. (1998). 29. 21-30 Kovach. Sept/Oct. 58-65 Lindner. (1996) “Management of Organisational behaviour”. 29-32. Vol. No. Academy of Management Review. 30. Vol. Industry week.29. Vol. R. “The future of work motivation Theory”. Journal of International Business Studies. 86-96. (1998). Pp 226-231 Whittington. 310-318. (1987) “What motivates Employees? Workers and Supervisors give different answers”. Vol. Journal of Applied Psychology. 264-280 26 . & Kiely. 48. No3. N. K. Issue 8. & Blanchard. 18.75-100. pp. Issue 2. (2005) “Motivating Technical Professionals Today”. issue 1.379-387) Tietjan. Vol. R. M. (2005). Vol. F. 3 pp. C. Issue 1-8. 57-59 Shipley.81. (1964). J. Vol. January. “The importance of work goals: An international perspective”. Vol. Hersberg.17-24.pp.

B.edu.bd/newsandevents/mobile_phone_subscribers/mobile_phone_subscr ibers_june_2011. Nelson.empria. Vol. (2011). Available at: http://www. “Methods of Motivating: Yesterday and Today” Available at: http://acedemic. Blitz. B.findarticles.com.weeklyblitz.gov.btrc.com/customerservice/online-customer-service 27 .C. (2000). Shaffat Fahmi and Shoiab Mortuza. Available at: http://www. “Mobile telecom industry in Bangladesh”. (2001). “Motivate employees with intangible benefits”. Dhaka Daily Star Business Daily Star Campus Websites www.google.com.wikipedia.com. Issue # 48. www.net/988/mobile-telecom-industry-in-bangladesh Mailing address of grameenphone customer care: http://grameenphone.php http://www. Mobile Phone Subscribers in Bangladesh.Raiyan Mahmood Moon. # 6. Young.