Motivational Strategies at Costco.com

Paper Summary:

This paper discusses the motivational theories behind Costco's adoption of several electronic initiatives including online catalogs and a re-vamped and multifunctional website. The author describes the strengths and weaknesses of five motivational strategies that Costco's management could potentially use to motivate key personnel to create a new Costco.com, and suggests which strategies are likely to provide the best foundation for Costco's changes. The author explains the importance of change management in some of these strategies, and concludes that strong leadership is critical in motivating employees and setting changes in motion.

Outline

Overview of the DICE Model
Business Process Reengineering
Exploring Lewin's Model
Exploring the Speed of Change Model
Theories E and O of Motivation
Motivational Theories with the Greatest Potential to Motivate Costco Employees
Success Factors in managing Motivation at Costco
For Costco.com to succeed, Customers' Needs Must Dominate IT Strategies'
Conclusion

From the Paper:

"In the context of Coscto.com, their efforts to significantly re-vamp their electronic initiatives will need to include some element business process re-engineering and management, as the underlying processes within the company will need to change to better serve online customers. While Michael Hammer claims that for change to be significant it has to be severe, for Costco.com the change needs to be gradual and focused more on streamlining the customer experience online through better integration of systems."

Sample of Sources Used:

• Daryl R. Conner (1993) - Managing at the Speed of Change. Villard Books, 1993.
• Davenport (1992) - Process Innovation: Reengineering Work through Information Technology. Harvard Business School Press. October 1992.
• Dyche (2002) - The CRM Handbook. Jill Dyche. Addison-Wesley Pearson Education. ISBN 780201 730623.
• IT Managers Have Become Adept At Cost-Cutting (2004) - From the article of the same name. Computer Weekly Magazine. Page 42. October 26, 2004.
• Managing Change is IT Directors' Toughest Job (2002) - Computer Weekly Magazine. Page 8. June 27, 2002

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