Analyze Amway


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  • There's a typo on slide 38. There should be de-identification, dis-identification, and ambivalent identification.
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Analyze Amway

  1. 1. Managing Identification among Amway Distributors
  2. 2. Purpose of Study To examine the practices and processes of creating members’ organizational identity. How success and failures of these practices lead to various identification types….positive, negative, or ambivalent?
  3. 3. Methods Data Collection: -Semi-over participant observation -Interviews -Previous research
  4. 4. Findings
  5. 5. Corporate Culture
  6. 6. Corporate Culture necessity for strong “corporate culture” in modern businesses to help act as a control mechanism A way to manage their workforce without the usual means of daily supervision and traditional deference cues
  7. 7. People say that we brainwash people.
  8. 8. That’s true. We are talking about brainwashing – to help make you all more positive people!” -Amway speaker
  9. 9. How does Amway promote its company values and goals?
  10. 10. Dream building Helping Distributors to set personal and sales goals
  11. 11. Positive programming Helping distributors surround themselves with uplifting and supportive people
  12. 12. Sense Breaking
  13. 13. • Disrupting or questioning an individual’s sense of self to create a ‘meaning’ void that must be filled • This is done with the Amway practice of dream building
  14. 14. Dream Building New distributors are asked to decide what their dream is and why they are doing this + Material wealth + Freedom + Family + Lifestyle
  15. 15. By customizing a dream scenario for each new distributor they create a sense of choice, familiarity, and emotion.
  16. 16. This causes distributors to be very enthusiastic and excited about their work, and is known as “HOT”.
  17. 17. Building a New Identity Linking One’s Sense of Self to Possessions
  18. 18. Building a New Identity – Possessions serve as extensions of one’s self- concept – Dreams represent the things that one wants to achieve or have in life
  19. 19. Building a New Identity Creating Motivational Drives for Meaning: – Get out of your comfort zone – “what you currently have is not good enough… you need to change to achieve your dreams”
  20. 20. The Continuous Dream Perpetuating the motivational drive for meaning
  21. 21. The Continuous Dream “When a dream comes true, always replace it with a bigger dream”
  22. 22. The Continuous Dream dreams represent their ideal selves and their current dissatisfactions
  23. 23. Positive Programming Establish relationships that are supportive and nourishing.
  24. 24. Positive Programming 3 Interrelated Steps: # Establishing a relationship with a mentor
  25. 25. Positive Programming 3 Interrelated Steps: #Creating relationship barriers via revaluing
  26. 26. Positive Programming 3 Interrelated Steps: #Enacting relationship barriers
  27. 27. Relationship with Mentor Find a mentor who will help you become more positive
  28. 28. Relationship with Mentor Mentors provide economic and emotional support
  29. 29. Relationship with Mentor “help distributors understand who they are and who they should be in organizational terms”
  30. 30. Relationship Barriers Mentors help insulate members from the negative opinions of non-members
  31. 31. Relationship Barriers Create barriers compare ideal Amway relationships with other relationships
  32. 32. Relationship Barriers Encapsulation : process where group members are kept separate from non-members
  33. 33. Relationship Barriers Social: creation of strong in-group bonds while structuring daily life to avoid meeting outsiders
  34. 34. Relationship Barriers Ideological: an organization’s belief system buffers a member from external threats or attacks – avoid contact with non-supporters
  35. 35. Perpetuating Relationship Barriers “Distributors were often encouraged to try to sponsor family members and friends first before attempting to sponsor strangers. This allowed them to learn firsthand whether family and friends really loved them and wanted to support them economically”
  36. 36. Perpetuating Relationship Barriers Distributors try to avoid non-members because of encapsulation
  37. 37. Perpetuating Relationship Barriers Family and friends (non-members) try to avoid distributors because they see them as taking advantage of existing relationships for economic gain
  38. 38. Managing Identification Yes Yes Encapsulate Seekership Sense Breaking Sense Giving sense-making Dream Building Positive Programming Positive ID 1-Creating Motivational 1-Build Relationship with drive Mentor No 2-Link one’s sense of No 2-Creating relationship self to posession barrier via revaluing Sense making with insider & outsider 3-Enacting for 3-Enacting & perpetuating motivation drive for relationship barrier Yes meaning Ambivalent ID [conflicting feelings] Sense making with non-member Yes Failure to identify or Failure to identify or De-identification De-identification
  39. 39. Positive Identification Successful sensebreaking (dream building) – distributors were dissatisfied with who they were.
  40. 40. Positive Identification Successful sensegiving (positive programming) – distributors worked with upline mentors to resolve their discontent
  41. 41. Broken Identification sensebreaking fails -members likely to deidentify stop feeling uncomfortable with their current lives and no longer wish to “pursue their dreams”
  42. 42. Broken Identification Not motivated to seek out advise from upline and they didn’t want to abandon their current “inadequate” identities
  43. 43. Ambivalent Identification [conflict] Both sensebreaking and sensegiving were successful
  44. 44. Ambivalent Identification Need to achieve dreams and maintain close ties with upline members creates positive identification
  45. 45. Ambivalent Identification Do not cut themselves off from their non-member friends Anti Amway advice from non-members creates negative identification
  46. 46. Managing Identification If members are not seeking, then they will either fail to identify, or will ultimately deidentify with the organization.
  47. 47. MAKE YOUR {ID}
  48. 48. | M : 08-4427-0867