The role of motivation in change management : an exploration of the not-for-profit context

Hall, John, Oppenheim, Peter, Binney, Wayne and Abubakar, Binta 2005, The role of motivation in change management : an exploration of the not-for-profit context, in Management Conference 2005 : Knowledge and culture - organisational intangibles and their tangible value : 5th International Conference on Knowledge, Culture and Change in Organisations, [Management Conference 2005], [Island of Rhodes, Greece].


Title The role of motivation in change management : an exploration of the not-for-profit context
Author(s) Hall, John
Oppenheim, Peter
Binney, Wayne
Abubakar, Binta
Conference name International Conference on Knowledge, Culture and Change in Organisations (5th. 2005 : Island of Rhodes, Greece)
Conference location Island of Rhodes, Greece
Conference dates 11-14 Jul. 2005
Title of proceedings Management Conference 2005 : Knowledge and culture - organisational intangibles and their tangible value : 5th International Conference on Knowledge, Culture and Change in Organisations
Editor(s) [unknown]
Publication date 2005
Publisher [Management Conference 2005]
Place of publication [Island of Rhodes, Greece]
Keyword(s) motivation
change management
not for profit
Summary While previous studies have highlighted the importance of knowledge enhancement in the social change process the motivation of key stakeholders has also been identified as playing a pivotal role. To gain a deeper understanding of this process a conceptual model, was operationalised to explore the mechanism where by knowledge enhancement might lead to behavioural change. In this paper we discuss the application of the social marketing framework MOA (motivation, opportunity and ability) with a particular focus on the motivation component of the model. Motivation is considered from the perspectives of intrinsic and extrinsic motivation. Although the degree or level of motivation has previously been used in the operationalisation of the construct for motivation, a deeper understanding of this construct is developed for an environmental program as an increasing number of environmental programs claim to have adopted a social marketing approach. The key objectives which are explored in this paper involve the development of MOA constructs, with a particular focus on Motivation, including Intrinsic and Extrinsic Motivation. An understanding of the factors that increase the likelihood of ineffective behaviour and the development of a model to understand the behaviour change process. Scales were developed to investigate the relationship between the MOA constructs, including intrinsic and extrinsic motivation, and the respondents control behaviour. Data were collected from a random sample of 566 respondents who were involved in a environmental land management program. Using ANOVA and MANOVA techniques, significant differences were found between compliant and non compliant stakeholders with regard to all MOA constructs. The paper concludes by discussing the implications of this study with particular reference to environmental programs have adopted the social marketing approach.
Language eng
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1.1 Full written paper - refereed
ERA Research output type X Not reportable
Persistent URL http://hdl.handle.net/10536/DRO/DU:30040108

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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