Date of Conferral

2018

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Jaime Klein

Abstract

The multigenerational workforce creates leadership challenges for business managers, and the members of each generational group have different factors that motivate them. Failure to motivate a multigenerational workforce can lead to decreased productivity, increased absenteeism, high turnover rates, and reduced profits. The purpose of this single case study was to explore the strategies that marketing managers in a Maryland-based marketing firm use to motivate a multigenerational workforce using Maslow's hierarchy of needs theory. The study comprised 7 marketing managers who have experience motivating a multigenerational workforce. The data collection process for this study consisted of semistructured interviews, observation, and member checking to explore successful strategies for motivating members of the multigenerational workforce. The data analysis used to examine the research for this study consisted of data coding, organizing, and making conclusions using methodical triangulation. In this study, methodical triangulation was used to confirm findings, increase validity, and enhance understanding. During the analysis, the 4 themes that emerged were communication and connecting, teamwork and collaboration, training and development, and rewards and recognition. By implementing the identified strategies, these marketing managers were able to motivate members of the multigenerational workforce. These findings indicate that there are specific strategies leaders can use to motivate a multigenerational workforce. The implications for positive social change include potential to foster better understanding, acceptance, and appreciation of the members of the multigenerational workforce as well as improved community relations.

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