1. The Times 100 Business Case Studies Edition 16
Building a better workplace
through motivation

2. Introduction to Kellogg’s
The world’s leading producer of breakfast cereals
Manufacturing in 18 countries; sales in over 180 countries
Promoting health and nutrition for more than 100 years
Kellogg’s focuses on keeping its people motivated
Creates of culture of ownership
Drives continuous improvement
Increases loyalty and reduces absenteeism
Supports the Kellogg’s (K)-values
Makes Kellogg’s a positive place to work
Offers financial and non-financial motivators

3. Frederick Taylor Theory of ‘scientific management’
Breaks down jobs into small components (e.g. production line)
People focus only on one element of whole process
Monetary reward is primary motivator
People paid per unit or volume of work produced – ‘piece work’
Incentive to produce more
Limited relevance to Kellogg’s
Focus on output only increases productivity but may affect quality levels
Does not allow people to develop ownership or use creativity

4. Abraham Maslow Motivating factors may be different at each level
Financial - e.g. Kellogg’s offers competitive pay and secure working conditions for Basic and Safety needs
Non-financial – Kellogg’s positively recognises achievement and offers challenging opportunities for Esteem needs
Hierarchy of needs
Individuals satisfy needs at each level before progressing to next
Kellogg’s provides motivation at every level
Strong communication helps to support sense of belonging

5. Elton Mayo Key elements to improve motivation include:
Team working
Manager’s level of interest in and care for team members
Clear communication and consultation
Kellogg’s team programmes include:
WK Kellogg Values Awards – recognises performance
Suggestion box scheme – generates improvement ideas
Personal development planning – reinforces individuals’ commitment and sense of well-being

6. Frederick Herzberg Two-factor theory: Kellogg’s satisfiers include:
Satisfiers (Motivators)
Give job satisfaction and improve productivity
Dissatisfiers (Hygiene factors)
Need to be minimised in workplace to allow satisfiers to have effect
Kellogg’s satisfiers include:
Fit for Life programme demonstrates care for employees
Flexible working offers a work/life balance
Sharing/rewarding success demonstrates K-Values