Academy of Entrepreneurship Journal (Print ISSN: 1087-9595; Online ISSN: 1528-2686)


Employee Motivation in Crisis Situations: The Case of A Selected Organization in the Food and Retail Sector in Cape Town

Author(s): Nteboheng Patricia Mefi and Samson Nambei Asoba

This study considered employee motivation in crisis situations with specific reference to the Covid-19 pandemic. A case study approach was adopted to investigate the employee motivation techniques implemented by a selected organization to ensure continued productivity. The case organization was selected following the convenience sampling technique and data was collected through telephone interviews with the human resource manager of the organization. Telephone interviews were appropriate following the restrictions implemented to prevent the spread of the virus. The results of the study indicate that the crisis situation required an adaptation of historical or old employee motivation techniques in order to suit the crisis situation. Employee motivation strategies such as employee recognition and goal setting took a changed direction involving both digitalization and significant decentralization. It was found that structural hierarchies had to be removed to effectively give autonomy to employees and empower them in order to remain productive. Following the evidence gathered in this study, organizations were recommended to be agile and be able to adapt all dimensions of employee productivity during crisis situations.

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