The document provides an analysis of Nigeria as a potential market entry for a medical device company's negative pressure wound therapy device. It evaluates Nigeria across several criteria: geography, demography, culture, and economy. Some key points: - Nigeria has a large and growing population, with over half under age 25, representing a sizable potential consumer base. However, economic and infrastructure challenges remain. - The economy relies heavily on oil exports and suffered declines from falling oil prices, though recent growth has been steady near 2%. High inflation and poverty persist issues. - A diverse array of ethnic groups and religions influence the culture, which blends traditional and modern aspects. Business practices can vary significantly across regions. In summary,

1. PART 1: COUNTRY SELECTION AND EVALUATION
1.A. Country Selection
The table below is a country selection matrix that compares the
medical markets of five Africa countries: Nigeria, Cameroon,
Ghana, South Africa, and Kenya. Our client, Devon, is looking
to introduce their negative pressure wound therapy device to
Nigeria. Yet, before entering we did a quick analysis of four
other markets within Africa that could potentially be a better
alternative.
Each country was given a weighted score based on 13 criteria
which all fell under four main categories: market size,
geographic indicators, economic indicators, and ease of doing
business. These categories and criteria were based on relevancy
to the medical industry as well as relevancy to the product
Devon is looking to introduce. Each criteria was scored on a
scale of 10.
The scores were produced based on the rankings each country
had within Africa. The math involved taking the county’s rank
in Africa minus the total and divide that number by the total to
get the score. For example, for South Africa their rank in GDP
is 7 out of 55 countries ranked. Thus we would take 7-55= 48.
We would then take this number and divide it by 55 to get .872
which would come to 8.72.
1.B. Country Evaluation
1.B.1 Geography
Officially, Nigeria is a West African state that borders
Niger in the north; Cameroon in the east; Benin in the west, &
Chad in the northeast, all by water. Ghana, Equatorial Guinea,
and Sao Tome and Principe connect by sea (OEC, 2017). The

2. nation is the most crowded in Africa. The Niger River enters the
nation in the northwest and streams southward through tropical
downpour woodlands and bogs to its delta in the Gulf of
Guinea. Nigeria weighs nearly six times Georgia's size;
marginally more than twice California's size. Nigeria stretches
over 923,768 square kilometers of land and water, and covers
853 kilometers of coastline (Central Intelligence Agency, 2019).
Nigeria has the Bonny Inshore Terminal, Calabar, and Lagos as
it’s three principal ports. These ports offer substantial export
prospects for the tools and services of NPWT’s devices and
products, and particularly for trade. Nigeria has a seasonal,
warm and rainy tropical climate (Britannia, 2018). Nigeria's
climate usually consists of two seasons: wet and dry. The wet
season (summer) is typically April through October and the dry
season (winter) is between November and March. Nigeria can be
classified into three regions by weather zones- the far South, the
far North, and the rest of the country. The far South is marked
by a rainforest tropical climate with average rainfall between 60
and 80 inches per year. Although the far north is wilderness-
like, precipitation is less than 20 inches. Savannah distinguishes
the rest of the country between the far North and far South with
precipitation of 20 and 60 inches per year. Most of the year it is
hot and humid in the southeast, but chilly in the south west. The
north and west is dominated by the savannah climate with
intense wet and dry seasons, whereas the extreme north is
concentrated by steppes with low rates (USA Today, 2018).
Despite the economic problems of the past two years,
Nigeria nevertheless remains at a small margin, the largest
economy in Africa. An estimated population of 180 to 203
million is of great interest to entrepreneurs, producers and
exporters all over the world, particularly in their consumer
market. Nonetheless, given Nigeria’s promising opportunities
for exporters, it can however be a struggle to get a product on
the market (Games & Maritz, 2017).

3. 1.B.2. Demography
Nigeria is the 32nd largest country in the world, geographically,
with a span of 356,669 square miles; it has an estimated
population of 202.2 million people, making it the 7th most
populous nation in the world. The country's population growth
rate is 2.6%, which is significant because of its impact on the
consumer market. The largest age segment in the country,
representing approximately 30.7% of the population, is between
the ages of 25 and 54 years old, and the median age is 18.4
years (World Population Prospects, 2019). The case can be
considered as an advantage to the client, SureShade since most
people are within the age bracket, which could be interested in
the company's products. The majority of individuals in the age
bracket could be interested in the products since are likely to
have some relaxing time especially after work and after school,
and thus acting as an opportunity for a larger consumer base.
Source: World Bank
More than half of the population in Nigeria resides in rural
areas, while about 48% of the population resides in urban areas,
though urbanization is gradually increasing. Though the
population is unevenly distributed, there are roughly 556 people
per square kilometers, an ideal population density for market
consumption (World Populations Prospect, 2019). According to
World Bank reports, 68% of individuals above the age of 15 are
literate with 75.7% being literate, and 60.6 females. Nigerians
spend approximately 17 years in educational institutions, from
primary to tertiary levels (World Bank, 2019). This proves that
most of the individuals in the country are literate, which is an
opportunity for any kind of business since it means that most
individuals are financially empowered. Nigeria is classified at a
lower-to-middle income status based on factors like
communication, transportation, and infrastructure, making the
country a conducive environment for investment. What does this
mean for the product? Is this good for finding future

4. distributors? How many people could really make use of the
product? Just need to wrap up the relevance of the data.
1.B.3. Culture
Nigeria is comprised of many, diverse groups of people that
form one culture. Traditions, cultural practices, and belief
systems influence a group of people’s way of life and conduct,
especially in business and social activities. For example, the
traditional and cultural beliefs of Nigerians are considerably at
variance with those of Japanese, Britons and Americans.
Familiarization with such diverse foreign cultures, traditions,
beliefs, and practices is necessary for international business
entrepreneurs (Trompenaars & Hampden-Turner, 2011). This is
helpful for inculcating mutual understanding and embracing
partners irrespective of different cultural backgrounds for the
sake of harmonious business relationships, thus fostering
diversity and inclusivity.
Nigeria falls among developing nations situated in the western
part of the African continent. Culturally, the country boasts a
rich and diverse culture rarely matched by others in the region.
It has over 250 cultural groups alongside over 500 active
languages, and is much more multiethnic and diverse the
country is in comparison to others, like Japan (British Council,
(n.d). Of these ethnic groups or languages, the three dominant
ones are the Hausa/Fulani people found in the north, the Igbo
people in the southeast, and the Yoruba people in the southwest
(NEED CITATION). Each ethnic group exhibits distinct cultural
practices and belief systems. Muslim and Christianity are the
two dominant religions in Nigeria, with the former more
concentrated in the north, while the latter is more highly
concentrated in the south. People still value and revere religion,
keenly adhering to various religious teachings, doctrines, and
practices, and therefore attend religious functions in large
numbers.
Locals normally blend modernity with indigenous cultural
practices. This happens in terms of dress code, methods of
producing goods and services for domestic and commercial

5. purposes. Moreover, respect for elders or those higher in
authority or the hierarchy is emphasized and either questioning
or challenging their wisdom or decisions is prohibited (British
Council, n.d). It is largely a patriarchal society, where women
are perceived as lesser beings and therefore do not participate in
crucial decision-making. Men and women are treated very
differently in business environments in Muslim-dominated
regions, than in those influenced by Christianity. Above all,
they are hospitable, value etiquette, mannerisms, and good
grooming. They are recognized in the continent for being
leaders in the movie industry through Nollywood, the Nigerian
movie industry.
There is a relatively high rate of competition in the business
field, with low levels of technological development. With a high
rate of unemployment and slow economic and developmental
growth, coupled with scarce natural resources due to rapid
population growth, consumers prefer bargaining in the
marketplace to get high value goods and services at lower rates
(Trompenaars & Hampden-Turner, 2011). Traditionally,
business and/or formal meetings are frequently interrupted by
phone calls and visits by clients, friends, and family members,
which interferes with privacy and confidentiality. Additionally,
the majority of businesspeople are not time-conscious and
therefore meetings usually commence after their scheduled
times.
1.B.4. Economy
The Nigerian Naira (NGN) has significantly lost value recently;
one United States dollar (USD) was exchanging for 160 NGN in
2014, but has been exchanging for about 360 NGN since 2017
(Xe, 2019). The weakening of the Naira did not add value to the
Nigerian economy as expected because the nation also
experienced a decline in oil production and a fall in global oil
prices. With a nominal GDP of $1.21 trillion (2017), Nigeria’s
economy is the largest in Africa, and is ranked 24th in the world
(CIA, 2019). GDP per capita in 2017 was $5,900. Real GDP
growth in Nigeria in 2015 was 2.7%, followed by -1.6% in

6. 2016, and finally 0.8% in 2017. It is projected that the real GDP
growth rate for the year 2018 will be 1.9% and 2.5% in 2019
(PwC, 2019). The inflation rate in Nigeria has been dropping
gradually but it is still high at 15.7% and 16.5% in 2016 and
2017, respectively (CIA, 2019). In mid-2018, the inflation rate
fell drastically to about 11% and has fluctuated around this
value since (Carvalho, 2019).
The economy of Nigeria suffered an unsteady decline between
2010 and 2016 (PwC, 2019). Although the recovery picked up
strongly in 2016, it has since been lackluster resulting in
sluggish economic growth. With the economy of Nigeria being
highly dependent on oil as the main source of forex earnings
and revenues for the government. As such, its main concern is
global oil demand and fluctuating oil prices. Nigeria is ranked
49th in world export and India, the United States, and Spain are
its top export destinations. Crude petroleum is the top export
product, accounting for $35.6 billion of $46.8 billion total
exports (OEC, 2017). Petroleum gas is the second-best export
product, accounting for $6.47 billion, followed by refined
petroleum, which accounts for $774 million of total exports. For
imports, China is Nigeria’s top origin, supplying $9.6 billion
worth of imports. Other major importing countries include
Luxembourg, the Netherlands, South Korea, and the US.
Refined petroleum is the top and largest import. Other major
imports include passenger and cargo ships, wheat, cars, and raw
sugar. Nigeria imports a total of $34.2 billion, creating a $12.7
billion positive trade balance (OEC, 2017).
Following the global financial crisis of 2008-2009, the banking
sector in Nigeria focused on regulation and recapitalization,
resulting in the growth of other sectors, including services,
telecommunications, and agriculture. The three key sectors in
Nigeria’s economy are services accounting for 56.4%, industry
22.5%, and agriculture 21.1%. Telecommunications is one of
Nigeria’s key services. Agricultural commodities include

7. cocoa, rubber, corn, cassava, and cotton; industry products
include crude oil, chemicals, fertilizer, coal, tin, steel, cement,
and rubber products (CIA, 2019).
Nigeria’s reluctance to execute policy reforms and election
uncertainty negatively impacted the inflow of foreign direct
investment (FDI) and foreign portfolio investment (FPI). From
2017, the foreign investment and FDI have been on a decline.
For instance, in 2018, FDI fell by 36% from $3.5 billion to $2.2
billion (PwC, 2019). As policy rates get tightened by advanced
economies, the interest rate differentials are on the decline. The
investment climate is also becoming unfavorable because of the
upcoming 2019 election, which may exacerbate current political
instability. There is also instability in the broader
macroeconomy (PwC, 2019).
The economic growth observed in Nigeria did not lower poverty
levels. Of the 180 million people, 62% still live in extreme
poverty. Much of the poverty in Nigeria is a result of pervasive
corruption, an ineffective judicial system, restrictive trade
policies, slow legislative reform processes, a lack of
infrastructure, insecurity, and an inadequate supply of power.
The average annual income per adult in Nigeria was $11,363 in
2018. The wealthiest 20% of Nigerian citizens hold 49% of the
nation’s overall income, while the lowest 20% hold only 5.4%
of the nation’s income (Index Mundi, 2017). On the poverty, the
poverty gap at $5.5 a day (2011 PPP) is 59.6%. The poverty gap
at national poverty lines is 17% with that of the rural being
20.1% and that of the urban being 11.6%. As of 2017, a total of
34.10% of the population was self-employed and the
employment-to-population ratio of Nigerians aged between 15
and 24 was 34.6% (Index Mundi, 2017). Generally, Nigeria still
lags in crucial areas that are reflective of economic health, like
education and skills, housing, access to quality health care, and
income. As the country tackles these challenges, the net
household financial wealth is set to improve.

8. There are four emerging risks that may have short-to-medium-
term effects on the Nigerian economy. One of the risks is lower
oil prices from members of OPEC who fail to comply with
pricing agreements. This risk has a high likelihood of
occurrence and could have a major impact. The other risk is
high inflation due to election spending and power tariff and
petrol price adjustments. This short-to-medium-term risk is
highly likely to occur and may have a significant impact (PwC,
2019). The third risk is monetary policy normalization. With the
US carrying out monetary policy normalization, it is likely that
Nigeria will experience foreign capital reversal and restriction
of further flow. There is a medium likelihood of occurrence
within short-to-medium length of impact. The fourth risk is a
slowdown in key partner economies. With strong trade ties to
the US, China, India, and the UK, a slowdown in those
economies could have an impact on Nigeria’s economy. There is
a medium likelihood of occurrence and the potential impact is
also medium. These four emerging risks threaten the
sociopolitical stability, macro-economic growth, economic
recovery, and policy continuity in Nigeria (PwC, 2019).
Nigeria’s economic recovery is dependent on the stability of its
political environment. The presidential incumbent’s recent
return to power means that there would be no change in
economic policy and so the economy will continue to grow at
the same pace. If a new government were to emerge, in the
future, economic policies would likely change and possibly
focus more on economic recovery. This could result in a rise in
oil production from the 1.7 to 1.9 million barrels per day. Aside
from the uncertainties created by the political environment,
Nigeria is Africa’s largest economy and with recapitalization
efforts, the economy is relatively stable. In addition, the
ongoing US-China trade war could be beneficial to Nigeria,
which enjoys good trade ties with the United States (Altenburg,
2019), and help raise its position as a trade partner.

9. Dear Dr. John Bennett,
It was a pleasure speaking with you on September 3, 2019 to
discuss your goals for exporting Negative Pressure Wound
Therapy (NPWT) devices into Nigeria. You will see below an
outline of the history of Devon International Group (no need to
recap history he would know) All company info should be for
Devon MD as the company, not Devon International, the
umbreall company Devon MD is under) and our strategy for
expanding NPWT device distribution into the Nigerian
healthcare system.
Background
In our first meeting, our team gained a better understanding of
your company’s operations and product, for the purpose of
determining the best strategy for fulfilling your business
expectations and goals abroad. You identified Nigeria as a
target market because it has a rapidly growing population base
and economy. To enter into this market, we must create a
distribution channel in the country which is cohesive with
Nigeria’s current healthcare distribution channel to appeal to as
many consumers as possible.
Our initial meeting has given the team an understanding of how
your product operates and how the company distributes and
prices to its current markets. Devon International GroupMD has
created medical devices that help heal wounds and prevent
debilitating amputation, using negative pressure; the average
wound healing period is two months. The company’s goal is to
decrease the effects of small vessel disease, resulting from
diabetes, by simulating normal blood flow around a wound. The
device applies negative pressure (by “sucking” through a tube)
to stimulate blood flow in the wound area to allow healing to

10. begin. It also sucks out infected liquid/puss in the wound; the
bacteria in the area prevents the wound from healing, and often
exacerbates its condition. Devon MDInternational Group is
based in King of Prussia, PA and is currently distributing in
X,Y, Z (state if you know them or say
“numerous”countries,numerous countries with efforts to expand
into Nigeria and Russia.
Based on the discussion, our team will first investigate the
economic and medical environment in Nigeria to determine how
to position this product in the company, largely based on
demand and distribution capability. By surveying the
macroenvironment in Nigeria, we will understand which
elements of the country’s microenvironment to further explore
and understand, and which national needs to address. Then, we
will create an in-depth country analysis into those
microelements to develop and cement our market entry strategy.
This analysis will address governmental and legislative
implications on future sales, and other factors that affect and
inform our market entry strategy. In our meeting, you discussed
previous sales on a business-to-consumer basis, but those were
specific cases, so we will explore business-to-business
distribution, to discover which method is more conducive to
growth.
Please see the following outline for our team’s strategy for
Devon International GroupMD’s market entry into Nigeria.
Research Strategy:
We will begin with extensive research into Nigeria’s healthcare
system, and the general health statuses of its population. This
will help us determine where the need is in Nigeria, and how we
can shape our strategy to address that need. Moreover,
researching the legal and regulatory environment of the country
will help us avoid costly obstacles when obtaining permits or
begin importing products. We will also reach out to Devon
International Group’sMD’s current distributor in Kenya to get
an understanding of the supply and sales chain in that country

11. from a direct source, with the intent of taking much of the
Kenyan strategy and applying it to the Nigerian market.
Industry Research:
We will analyze the current state of the health care distribution
system in Nigeria, paying special attention to political and
regulatory factors, and any challenges or opportunities those
systems present. Despite rapid population and economic growth,
the Nigerian healthcare system seems to drag, and we need to
evaluate the causes for this, and find any possible solutions
applicable to Devon MD. We will also look to similar countries,
economically, and evaluate strategies that have been successful
to inform our approach. Finally, we will examine the dynamic
between healthcare providers and consumers, including the
effect of prices, to determine the best method for getting Devon
MD products to the appropriate consumer group.
Market Research:
The largest market for Negative Pressure Wound Therapy
(NPWT) devices is in diabetics with small vessel disease, which
is a direct result of diabetes. This disease prevents the body
from healing properly, particularly in the feet and legs,
threatening total debilitation for those afflicted. Diabetes is a
growing concern worldwide, particularly in growing economies,
as access to food and luxuries increases. Approximately 2%, or
1.7 million, of Nigerian adults are afflicted with diabetes,
making this a prevalent concern. Researching to understand the
market for these devices, not just for diabetes, but other
afflictions will help us determine where the need lies in Nigeria.
While this is a good brief intro to the Nigerian market, state
more on what areas or segments you intend to research in the
market.We will also research the most effective distribution
methods for those who may benefit from this device. We will
research where the biggest opportunity lies, urban or rural
areas, and begin to segment those markets to create the most
effective entry strategy.

12. Other Regulations
Nigeria requires that all medical devices register new medical
devices for approval before entering the market; this entails
submitting:
1. Application form
2. CFS
3. Quality system certification
4. Declaration of conformity
5. Description of device and intended use
6. Clinical and preclinical data
Medical devices are organized into four levels according to risk
level: A – Low; B – Low-Moderate; C - High-Moderate; D –
High.
Again, while this is a good brief intro to the Nigerian market,
state more on other areas or reguslations the team intends to
research in the market.We will also research production
regulations and specifications to determine any obstacles Devon
MD may experience when transferring an existing product into a
new market. It is very likely that Nigeria will have very
different materials production regulation, and we will explore
those and incorporate them into our strategy to begin making
necessary changes in the early stages of market entry. We will
also explore any differences in medical laws and regulations
which can inhibit the sale or use of the NPWT devices. Very
basic research helped us determine that Nigeria is currently
experiencing a “Brain Drain” of medical professionals, so we
will determine that there are enough medical professionals to
aid in the distribution and use of this product. Additionally, we
will identify any miscellaneous regulations that may affect the
use of this device including, but not limited to, electrical, waste
disposal, and environmental regulations.
Engagement
The International Business Student Research Team will:

13. ·
Evaluate the market potential for entry into Nigeria by:
·
·
Considering the regulatory and political environment of medical
device sales and
·
·
Analyzing the size and depth of consumer demand for this kind
of medical device;
·
·
Analyze and determine the best sales strategy for market entry
by:
·
4.
Evaluating the opportunities of business-to-business distribution
and
4.
4.
Evaluating the opportunities of direct-to-consumer distribution;
4.
·
Recommend a market entry strategy that capitalizes on Devon
International GroupMD’s differentiation and provides
significant opportunity for growth; and
·
·
Respect the strict confidentiality of the company information
that they obtain in person or in writing and of the research data
that they will find.
·
Client will:
● Provide specific information about their goals, and the
product’s features and advantages.

14. ● Participate in at least two (2) meetings/conference calls
throughout the duration of the project to discuss progress and
updates.
● Respond promptly (within 24 hours) to team requests for
information and feedback on findings.
● Encourage the team keeping in mind that this is an
academic engagement with the purpose of learning without any
compensation.
● Provide the team with feedback and suggestions on further
direction of research, as needed.
● Assume all the risks associated with any error and/or
omission that the students may have unintentionally made.
Conclusion
Our team would like to thank you for joining us to discuss the
potential opportunities for your company’s market entry into
Nigeria. If you have any questions or concerns, please do not
hesitate to contact us

15. Case Study 4 - Motivation
Amrinder Singh (1911160)
University Canada West
Professor: Mr. Sunmeet Lamba
MBAF 503 (FALL-VAN-01)
Running head: MOTIVATION 1
MOTIVATION 2
December 3rd, 2019
A thesis by Miliyon Gebre (May 2015) has said that “successful
companies consider their motivated employees as a trace of
their success. The most used rules for motivating employees are
to figure out what they want, and then making a way to give it
to them or encouraging them to earn it. The other way that the
study has mentioned is to create a set of values for employees
that they should follow. Values help in setting up a common
language to align the leadership and people of the company.
So, it becomes crucial that the leaders use a language that
people can understand and have faith in. At the same time, the
study has said that the values do no manage the business but
they help driving the people in the business” (Gebre, 2015). In
the case study, we have been given a few strong points that are
really helpful in the motivation of employees. Those strong
points are to offer ongoing feedback to employees, to emphasize
personal accountability, to involve people of the company in
decision-making, to be flexible, and to celebrate the company's
and employees' success. Going forward, we will discuss some
suggestions that will add to the above mentioned motivational
steps. After discussing the suggestions, we will move forward in
answering another two questions that have been asked in the
case study in separate paragraphs.

16. Below are some suggestions that may add to the given list of
motivating employees.
Career Advancement: A study by Henstra & McGowan (2016)
on “Millennials and Public Service” has stated well about the
characteristics of Millennials that are different from previous
generations and has been studied to influence their attitude and
expectations towards work. The study says that Millennials are
inclined to self-serving behavior, they are less loyal to their
employers, and they seek for a casual work environment. The
studies by the authors Henstra & McGowan (2016) also said that
career advancement opportunities can help to motivate
Millennials. It says that if workers know that their efforts will
get them greater opportunities, they will give their best.
Companies can give more chances to their good performers to
advance their careers. The study has used a survey that has said
that private sectors that give more career advancement
opportunities to their employees have more employee turnover.
(Hensta, McGowan, 2016).
Job Enrichment: Some Millennial employees find it boring to
repeat the same task at work. Job enrichment in those
companies can work as a motivation. If tasks are redesigned, the
employees would feel satisfied. The study says that job
enrichment can drive several opportunities such as
responsibility, the advancement of employees, and personal
growth. The authors Norton, Massengill, & Schneider (1979)
have concluded by their study that if the job enrichment is
implemented in a proper way, it will bring positives results
because of a better relationship between management and
employees, and more interesting work environment. (Norton,
Massengill, and Schneider, 1979)
Benefits Packages: According to a different study, offering
employee benefits is also another way of motivating employees.
One of the benefits that a company can offer its employees is a
significant employee discount on the products of the company.
The study has also mentioned some other perks and benefits

17. such as health insurance, gym memberships, dance classes, paid
leaves, spa services, and some extra benefits for their dual-
career workers. If an employee has a higher position, a company
can look forward to some phone, car, and extra house
allowances. It should all depend on the budgets of companies
and the perks should be decided. (Naon, 2010)
Defining clear vision: Another study by Muir and Dornyei
(2013) has given another way of motivating employees’ by
defining a vision. This vision is about showing an imaginary
picture of how the achievement will appear, how the success
will be beneficial for everybody. According to the study, a
vision generates energy among people, boost them for self-start,
and results in taking initiatives in tasks. There is another
benefit of a clear vision that delivers collaborative work efforts.
(Muir & Dornyei, 2013)
Going forward, as the next question of the case study has asked
my opinion, and how my present supervisor has motivated me, I
would like to state some of the major points using some
personal experiences and research ideas, if in case needed to
support it.
To begin with, I currently work at a toy shop, located in
Downtown, Vancouver, BC. My immediate manager is my boss,
who looks after the store and paychecks. I would like to use
some point that how he has always motivated me. Motivation by
empowerment and decision-making: I have always had the
support of my manager to work in my own way that can help the
businesses to grow. The first thing he asked about my choice for
working hours and days. He allows me to give discounts or put
promotions if I feel there is a need for it. He clearly said that I
must just let the customer feel that I am the boss and decision-
maker. There have been instances when he trained me on many
things, including customer services, selling, and product
knowledge. However, it was never teaching but suggestions as
if we work as colleagues. A study by Chris Musselwhite that
uses a title as “Motivation = Empowerment: Motivation in the

18. workplace isn't about what you do for your employees; it's
about the work you empower your employees to do for you.”
The author writes that when managers let their employees
express their opinions, and appreciate their input in the work
process, they create buy-in and ownership or the work. It says
that if people own the work, they own the problems that occur
in their work, and tend to find solution with more enthusiasm.
(Musselwhite, 2007)Transparency and accuracy of paychecks
and bonuses: This is another thing that I always feel motivate
about. My salaries and bonuses on sales have been exact
amounts as I calculate and expect. As an employee, getting a
fair number of packages, and the right calculated salary matter.
Moreover, I get salary on the very next day of my 2 weeks work
period. This is also a motivation for me. Most of the time as
employees we do not expect high bonuses, but we expect to get
fair amount of salary and on time.Now, the next question has
asked us to apply above mentioned motivational steps on group
work, we will discuss how it will motivate a group to do
specific work in its best way. Motivating a group by defining a
clear vision: As we discussed above that defining clear vision of
success means that the employees are shown the expected
outcomes of completing a task, and how will the success look
like. For instance, if I talk about short term motivational way,
where I am working on a business plan in a group, we have been
given all the instructions and a timeline. Now, if our supervisor
or the person-in-charge tells us how the completion of the
project will appear. Like, this is our final group assignment and
we will be rewarded with grades that will help us in passing our
course, etc. Even though we know what the results could be, but
this gives more motivation. Then is the long-term motivation,
like if is our instructor tells us the future benefits of working on
a business plan. The business plan research will help us now to
pass the course and in future if we work as managers or even
open our own new business, we will have additional benefits of
this.Ongoing feedback: As the case study elaborated, feedback
is helpful in letting the staff know that how good or bad they

19. are doing on a given work. It tells them if there are any areas of
improvement. This can be helpful in group work. Let’s suppose
our group has been given a sales target. Regular feedback would
motivate us to work in a group, for being equally goal-oriented,
and to work the best of our abilities. Sometimes, if there is no
feedback, group can be lenient and may not have a similar
improvement. The feedback also depends on leadership.
Involving everyone in decision making: The case study says that
involving workers in decision making motivates them. It is
often that they come up with great and creative ideas. If we are
working on a group, and we have been asked by our manager if
there are any changes that are necessary or can be helpful in
achieving our project. We will all be motivated. This way, we
as a group can work on even some creative ideas and will feel
empowered too.Being flexible: As per the case study, if
employees or workers are given some flexibility or opportunity
to spend some of their time in some critical and personal things,
and not being so strict all time, this would motivate them. This
applies to a group work too, as a group, different people may
have different ways of working or some personal issues, then
some flexibility can motivate the whole group to finish the work
in time.
References
Gebre, M. (2015). EFFECT OF COMPANY VALUES ON
WORKPLACE MOTIVATION: A CASE OF ABAY BANK
SHARE COMPANY (Doctoral dissertation, St. Mary's
University).
Henstra, D., & McGowan, R. A. (2016). Millennials and Public
Service: An Exploratory Analysis of Graduate Student Career
Motivations and Expectations. Public Administration Quarterly,
40(3), 490–516. Retrieved from https://search-ebscohost-
com.ezproxy.myucwest.ca/login.aspx?direct=true&db=bth&AN
=117346861&site=eds-live
Muir, C., & Dörnyei, Z. (2013). Directed Motivational Currents:
Using Vision to Create Effective Motivational Pathways.

20. Studies in Second Language Learning and Teaching, 3(3), 357–
375. Retrieved from https://search-ebscohost-
com.ezproxy.myucwest.ca/login.aspx?direct=true&db=eric&AN
=EJ1135840&site=eds-live
Musselwhite, C. (2007, August 01). Motivation =
Empowerment. Retrieved November 27, 2019, from Inc.:
https://www.inc.com/resources/leadership/articles/20070801/mu
sselwhite.html
Naon, C.R. (2010). Modalities of Non-Financial Motivation of
Employees within Organizations. Annals of the University of
Petrosani Economics, 10(4), 41–54. Retrieved from
https://search-ebscohost-
com.ezproxy.myucwest.ca/login.aspx?direct=true&db=bth&AN
=62651401&site=eds-live
Norton, S. D., Massengill, D., & Schneider, H. L. (1979). Is Job
Enrichment a Success or a Failure? Human Resource
Management, 18(4), 28–37. https://doi-
org.ezproxy.myucwest.ca/10.1002/hrm.3930180406
Case Study 4 - Motivation
Amrinder Singh (1911160)
University Canada West
Professor: Mr. Sunmeet Lamba
MBAF 503 (FALL-VAN-01)
Running head: MOTIVATION 1
MOTIVATION 2
December 3rd, 2019

21. A thesis by Miliyon Gebre (May 2015) has said that “successful
companies consider their motivated employees as a trace of
their success. The most used rules for motivating employees are
to figure out what they want, and then making a way to give it
to them or encouraging them to earn it. The other way that the
study has mentioned is to create a set of values for employees
that they should follow. Values help in setting up a common
language to align the leadership and people of the company.
So, it becomes crucial that the leaders use a language that
people can understand and have faith in. At the same time, the
study has said that the values do no manage the business but
they help driving the people in the business” (Gebre, 2015). In
the case study, we have been given a few strong points that are
really helpful in the motivation of employees. Those strong
points are to offer ongoing feedback to employees, to emphasize
personal accountability, to involve people of the company in
decision-making, to be flexible, and to celebrate the company's
and employees' success. Going forward, we will discuss some
suggestions that will add to the above mentioned motivational
steps. After discussing the suggestions, we will move forward in
answering another two questions that have been asked in the
case study in separate paragraphs.
Below are some suggestions that may add to the given list of
motivating employees.
Career Advancement: A study by Henstra & McGowan (2016)
on “Millennials and Public Service” has stated well about the
characteristics of Millennials that are different from previous
generations and has been studied to influence their attitude and
expectations towards work. The study says that Millennials are
inclined to self-serving behavior, they are less loyal to their
employers, and they seek for a casual work environment. The
studies by the authors Henstra & McGowan (2016) also said that
career advancement opportunities can help to motivate

22. Millennials. It says that if workers know that their efforts will
get them greater opportunities, they will give their best.
Companies can give more chances to their good performers to
advance their careers. The study has used a survey that has said
that private sectors that give more career advancement
opportunities to their employees have more employee turnover.
(Hensta, McGowan, 2016).
Job Enrichment: Some Millennial employees find it boring to
repeat the same task at work. Job enrichment in those
companies can work as a motivation. If tasks are redesigned, the
employees would feel satisfied. The study says that job
enrichment can drive several opportunities such as
responsibility, the advancement of employees, and personal
growth. The authors Norton, Massengill, & Schneider (1979)
have concluded by their study that if the job enrichment is
implemented in a proper way, it will bring positives results
because of a better relationship between management and
employees, and more interesting work environment. (Norton,
Massengill, and Schneider, 1979)
Benefits Packages: According to a different study, offering
employee benefits is also another way of motivating employees.
One of the benefits that a company can offer its employees is a
significant employee discount on the products of the company.
The study has also mentioned some other perks and benefits
such as health insurance, gym memberships, dance classes, paid
leaves, spa services, and some extra benefits for their dual-
career workers. If an employee has a higher position, a company
can look forward to some phone, car, and extra house
allowances. It should all depend on the budgets of companies
and the perks should be decided. (Naon, 2010)
Defining clear vision: Another study by Muir and Dornyei
(2013) has given another way of motivating employees’ by
defining a vision. This vision is about showing an imaginary
picture of how the achievement will appear, how the success
will be beneficial for everybody. According to the study, a
vision generates energy among people, boost them for self-start,

23. and results in taking initiatives in tasks. There is another
benefit of a clear vision that delivers collaborative work efforts.
(Muir & Dornyei, 2013)
Going forward, as the next question of the case study has asked
my opinion, and how my present supervisor has motivated me, I
would like to state some of the major points using some
personal experiences and research ideas, if in case needed to
support it.
To begin with, I currently work at a toy shop, located in
Downtown, Vancouver, BC. My immediate manager is my boss,
who looks after the store and paychecks. I would like to use
some point that how he has always motivated me. Motivation by
empowerment and decision-making: I have always had the
support of my manager to work in my own way that can help the
businesses to grow. The first thing he asked about my choice for
working hours and days. He allows me to give discounts or put
promotions if I feel there is a need for it. He clearly said that I
must just let the customer feel that I am the boss and decision-
maker. There have been instances when he trained me on many
things, including customer services, selling, and product
knowledge. However, it was never teaching but suggestions as
if we work as colleagues. A study by Chris Musselwhite that
uses a title as “Motivation = Empowerment: Motivation in the
workplace isn't about what you do for your employees; it's
about the work you empower your employees to do for you.”
The author writes that when managers let their employees
express their opinions, and appreciate their input in the work
process, they create buy-in and ownership or the work. It says
that if people own the work, they own the problems that occur
in their work, and tend to find solution with more enthusiasm.
(Musselwhite, 2007)Transparency and accuracy of paychecks
and bonuses: This is another thing that I always feel motivate
about. My salaries and bonuses on sales have been exact
amounts as I calculate and expect. As an employee, getting a
fair number of packages, and the right calculated salary matter.

24. Moreover, I get salary on the very next day of my 2 weeks work
period. This is also a motivation for me. Most of the time as
employees we do not expect high bonuses, but we expect to get
fair amount of salary and on time.Now, the next question has
asked us to apply above mentioned motivational steps on group
work, we will discuss how it will motivate a group to do
specific work in its best way. Motivating a group by defining a
clear vision: As we discussed above that defining clear vision of
success means that the employees are shown the expected
outcomes of completing a task, and how will the success look
like. For instance, if I talk about short term motivational way,
where I am working on a business plan in a group, we have been
given all the instructions and a timeline. Now, if our supervisor
or the person-in-charge tells us how the completion of the
project will appear. Like, this is our final group assignment and
we will be rewarded with grades that will help us in passing our
course, etc. Even though we know what the results could be, but
this gives more motivation. Then is the long-term motivation,
like if is our instructor tells us the future benefits of working on
a business plan. The business plan research will help us now to
pass the course and in future if we work as managers or even
open our own new business, we will have additional benefits of
this.Ongoing feedback: As the case study elaborated, feedback
is helpful in letting the staff know that how good or bad they
are doing on a given work. It tells them if there are any areas of
improvement. This can be helpful in group work. Let’s suppose
our group has been given a sales target. Regular feedback would
motivate us to work in a group, for being equally goal-oriented,
and to work the best of our abilities. Sometimes, if there is no
feedback, group can be lenient and may not have a similar
improvement. The feedback also depends on leadership.
Involving everyone in decision making: The case study says that
involving workers in decision making motivates them. It is
often that they come up with great and creative ideas. If we are
working on a group, and we have been asked by our manager if
there are any changes that are necessary or can be helpful in

25. achieving our project. We will all be motivated. This way, we
as a group can work on even some creative ideas and will feel
empowered too.Being flexible: As per the case study, if
employees or workers are given some flexibility or opportunity
to spend some of their time in some critical and personal things,
and not being so strict all time, this would motivate them. This
applies to a group work too, as a group, different people may
have different ways of working or some personal issues, then
some flexibility can motivate the whole group to finish the work
in time.
References
Gebre, M. (2015). EFFECT OF COMPANY VALUES ON
WORKPLACE MOTIVATION: A CASE OF ABAY BANK
SHARE COMPANY (Doctoral dissertation, St. Mary's
University).
Henstra, D., & McGowan, R. A. (2016). Millennials and Public
Service: An Exploratory Analysis of Graduate Student Career
Motivations and Expectations. Public Administration Quarterly,
40(3), 490–516. Retrieved from https://search-ebscohost-
com.ezproxy.myucwest.ca/login.aspx?direct=true&db=bth&AN
=117346861&site=eds-live
Muir, C., & Dörnyei, Z. (2013). Directed Motivational Currents:
Using Vision to Create Effective Motivational Pathways.
Studies in Second Language Learning and Teaching, 3(3), 357–
375. Retrieved from https://search-ebscohost-
com.ezproxy.myucwest.ca/login.aspx?direct=true&db=eric&AN
=EJ1135840&site=eds-live
Musselwhite, C. (2007, August 01). Motivation =
Empowerment. Retrieved November 27, 2019, from Inc.:
https://www.inc.com/resources/leadership/articles/20070801/mu
sselwhite.html
Naon, C.R. (2010). Modalities of Non-Financial Motivation of
Employees within Organizations. Annals of the University of
Petrosani Economics, 10(4), 41–54. Retrieved from
https://search-ebscohost-

26. com.ezproxy.myucwest.ca/login.aspx?direct=true&db=bth&AN
=62651401&site=eds-live
Norton, S. D., Massengill, D., & Schneider, H. L. (1979). Is Job
Enrichment a Success or a Failure? Human Resource
Management, 18(4), 28–37. https://doi-
org.ezproxy.myucwest.ca/10.1002/hrm.3930180406
Running Head: EMPLOYEES MOTIVATION 1
EMPLOYEES MOTIVATION 4
Employees motivation
As the paper presents, it is important for organizations to
develop methods of motivating their human resources,

27. especially in these strenuous economic moments. I concur with
the paper presentation on Make Your Workplace Great: the 7
Keys to an Emotionally Intelligent Organization. As the paper
presents, the organization should seek to know what works for
its employees and work towards improving on such areas. The
paper also points out the importance of effective communication
between the management and the employees while focusing on
the formal and informal feedback which is essential in obtaining
the response of the human resource towards the management
decisions. At the same point, the paper also puts emphasis on
the employees’ engagement in the decision-making process and
in self- management which are key aspects of the employees’
motivation (Stein 2007). Acknowledging the employees and the
organization overall performance and engaging flexible methods
of operations have been explored in the paper as major
contributors to the employees’ motivation that organizations can
adopt.
(why you talk about this paper: the 7 Keys to an Emotionally
Intelligent Organization????? ) in my opinion, you should start
your paper by some definition and a quote, then write about
what do you want to do in your paper.
The human resource, being the live factor of production, plays a
very essential role in the achievement of the organization's
goals and their morale at the workplace can be reflected in the
organizational outcomes. It is important for the organization to
make a research for the motivation factors which influence the
human resource in their performance of their duties. As outlined
by Abraham Maslow's hierarchy of needs, various human
resource is at varying levels of needs which the organization
needs to put into consideration in determining the effective
ways of motivating their employees (Collings et, al., 2018). The
organizations, therefore, should seek to establish the needs
definitions of the human resource they intend to carry out
motivation techniques before implementing them and predicting
the most outcomes. (example)
In addition to daily routines, it is important for the organization

28. to create a career path for its workforce. The daily activities
should seek to establish the organization employees in their
various career endeavors by arranging their operations that
ensure that the human resource is able to maximally utilize their
working time in improving their skills and knowledge in the
course of execution of their duties (Shields et, al., 2015). This
motivates the employees as they seek to attain self-actualization
in their various areas of operation and thereby performing well
in their duties. The organization can conduct regular training
and engagement in career opportunities that are aimed to attain
more knowledge in the area of specialization. (I don’t get your
point about motivation, how they motivate people?)
The rewarding system is the other aspect which is key in
employees’ motivation. Everyone has a need to be appreciated
for the work well done. It is therefore for the managerial team
to seek ways of rewarding their employees through salaries and
wages and other forms of incentives that the employees perceive
as substantial acknowledgment for their support (Malik et, al.,
2015). Organizations that have surpassed their operation goals
may decide to honor their employees through bonuses beyond
the salaries and wages. Other non-monetary rewards are also
effective such as improving corporate welfare or departmental
promotions.
In my previous interim workplace, the supervisor motivated us
through the creative quest. She strived to see that all the work
floors were able to accomplish their roles by exploring various
creative methods of approach. She encouraged us to pursue
research and innovation in the line of production an aspect that
has seen the organization attain more efficiency in operation
through improved methods. To encourage this virtue in the
operation, the management incorporated positive competition,
where various groups were given different tasks to inform of a
puzzle to work out. Through group work, we were able to learn
much more from group work and also attained more cohesion at
the workplace. Through teamwork, the bureaucratic nature of
the organization was broken and there was more sharing of

29. ideas that improved efficiency and motivation of the employees.
(example is not clear) what is the group work relation with
motivation? How it motivate people?
In the group work setting, the highlighted points are important
in the completion of a given assignment. Through creativity,
everyone’s idea is brought into the table to help in the improved
performance. The reward system encourages the group members
to hit their target or even surpass it when the reward is informed
by the outcome. Self-actualization is also an important driver of
performance as the members seek to attain the highest rank in
their careers. The acknowledgment of the members’
contribution keeps them motivated in developing new ideas and
seeking helpful information. Through healthy competitions,
group unity is achieved which result in more sharing of idea.
These tips attain a friendly working environment that the
members are committed to which leads to improved overall
performance and harmonious working experience.
Conclusion?
References
Stein, S. J. (2007). Make your workplace great: The 7 keys to
an emotionally intelligent organization. John Wiley & Sons.
Shields, J., Brown, M., Kaine, S., Dolle-Samuel, C., North-
Samardzic, A., McLean, P., ... & Plimmer, G. (2015). Managing
employee performance & reward: Concepts, practices,
strategies. Cambridge University Press.

30. Malik, M. A. R., Butt, A. N., & Choi, J. N. (2015). Rewards and
employee creative performance: Moderating effects of creative
self‐efficacy, reward importance, and locus of control. Journal
of Organizational Behavior, 36(1), 59-74.
Collings, D. G., Wood, G. T., & Szamosi, L. T. (2018). Human
resource management: A critical approach. In Human Resource
Management (pp. 1-23). Routledge.
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