The Concept of Power

Paper Summary:

This paper examines Amitai Etzioni's concept of power, defined as "an actor's ability to induce or influence another actor to carry out his directives or any other norms he supports" that exist within organizations and are designed to ensure that people in the organizations comply with organization needs. The author points out Etzioni's three power types: Coercive systems, which occur when non-compliance with organizational objectives result in restraint and force; calculative (remunerative) systems, which provide material and non-material rewards for complying with the organization and normative systems, also called manipulative, persuasive or suggestive power, which are based upon shared values. The paper contends that organizations, which are the most effective in creating successful organizational changes, tend to rely on the normative system of power, and to create a cooperative effort to service the organization's purpose and its values.

From the Paper:

"Microsoft demonstrates a strong and effective use of normative power within the organization. Writes Thielen (2000), "All Microsoft employees know in their gut what their primary goal is. And that is to win 100 percent of whatever market they are going after" (p. 10). Within Microsoft, both social and pure normative power is used to control employee behavior. The use of normative power in Microsoft is largely successful in creating cooperation within the company. Writes Thielen (2000), Microsoft managers know that "only by helping other groups as needed can the company achieve total domination.""

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