Are conventional motivation theories like Maslow’s ‘Need Hierarchy’ or Herzberg’s ‘Two Factor’ theory Applicable in a Pakistani Context?

Abstract

During the 1930’s and 40’s a “Third Force” was taking shape in the discipline of Psychology. Unlike its predecessors, Psychoanalysis and Behaviorism, this force focused on humans’ inherent goodness. It focused on “Self Actualization” concept; that if provided with right conditions a human being can be motivated intrinsically to achieve his goals in life. And if we link these goals to organizational goals it will help in achievement of organizational motto. Initially introduced by Carl Rogers it was actually the work of Abraham Maslow which provided the foundation for this third force, later to be christened as “Humanistic Psychology”. Taking forward Maslow’s ‘Hierarchy of Needs’ Frederick Herzberg presented his two factor theory of motivation. Since then his ideas have been extremely influential in the field of human resource management. Approximately the same time when Herzberg presented his theory, a huge social change had already started to take shape in the west. The industrial age was breathing its last and the knowledge economy was gaining traction. With it this new form of economy was changing the complete socio-cultural and political landscape of these countries. Alvin Toffler called it the “Third Wave” (Toffler, 1980). Apart from other notable changes the third wave forced the culture to become more individualistic and hence the needs and drives of the people became more focused with the “Self”. As the knowledge workers do not do manual or physical work, but are required to fulfill their duties by manipulating knowledge, the techniques required to motivate them had to be a huge leap forward from the contemporary scientific approach. (Taylor, 1911). Luckily the Humanistic revolution in psychology had provided the tools, ideas and theories for people managers to motivate their employees. Maslow’s hierarchy of needs and Herzberg’s two factor theory became somewhat ideas of choice for managers to motivate their 3 knowledge workers. It was somewhat easy to comprehend the satisfaction of people’s needs because they had reduced to a “Self” with new cultural shift. The main purpose of this report is to analyze the reasons behind the dissatisfaction of a group of employees belonging to Pakistan working for a multinational organization in the field of Telecommunications. The causes of dissatisfaction are determined keeping Herzberg’s two factor theory (Herzbrg, 1963), (Herzberg, 1966), (Frederick Herzberg, 1959) in context. Although it is important to note here that we cannot say with conviction that the ‘Third Wave’ and its social, economic and cultural impacts have fully taken over Pakistan, yet as the resources are working mainly as knowledge workers, the theory laying the foundations of humanistic psychology is used as a reference.