Dansko Case assignment

Dansko Case assignment - Dansko Case assignment...

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Dansko Case assignment Organisational behaviour SECTION1 : 260259199 260258960 260134062 260279279
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Situation A Synopsis of the situation During the period between 1992 and 1996, the Dansko Company was in the early stages of its growth. Cabot and her husband ran the shoe business in parallel with the Five Star Farm. As time went on, they could observe the shoe business growing and could see the potential of an even bigger growth. Cabot quickly came up with a mission for the Dansko Company which was to be everyone’s favourite shoe. This mission was their driving force as opposed to a profit-driven or sales targetted goal. Consequently, the “little shoe business” grew steadily at 10-15% per year with no debt reguardless of the fact that most of the employees knew little or nothing about the footware industry. Cabot seeked advice from more experienced parties outside the company whenever she was unsure of their strategies. Such advice and self education helped Cabot formulate ideas on how to run her company effectively. While striving to reach their goal of makign Dansko their customers’ “favourite shoe”, Cabot and Kjellerup were also concerned with the satisfaction of their employees and considered them to be part of a big family. Choice of theory Motivation is defined as an internal state that directs individuals toward certain goals. One theory of motivation that we find most appropriate to apply to the early days of the Dansko Company is the “Theory of Needs” developed by McClelland. This is a content theory of motivation as it focusses on individual needs (a.k.a. physiological or 2
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psychological deficiencies that we feel compelled to reduce or eliminate/satisfy) and examines what needs energize and initiate individuals’ behaviour. As such, we feel that motivation has played an important role in the development of the company from the start. Clearly, Cabot and her staff were motivated by their mission. As stated by the CEO herself, the mission of the company was to be “everyone’s favourite shoe; surely not the only shoe our customers ever wore, but their favourite”. Many aspects of the content theories of motivation apply in this particular situation. Specifically, the McClelland theory of needs is most appropriate here, as all three different motives described in the theory can be clearly observed and described in the situation. The motives are the need for achievement, the need for power and the need for affiliation. The need for achievement applies well since the entire team strived to reach the goal of accomplishing the company’s mission. The need for power is observed in the CEO’s behaviour. Cabot worked very hard to be able to run her company as well as she possibly could. Finally, the need for affiliation is present among the company staff itself. They consider themselves as part of a big family.
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This note was uploaded on 04/18/2008 for the course MGCR 222 taught by Professor Jaeger during the Spring '08 term at McGill.

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Dansko Case assignment - Dansko Case assignment...

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