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Validity of Maslow’s Hierarchy of Needs at Bisleri International*

CASELET, ORGANIZATIONAL BEHAVIOR
ET Cases - GSMC, 7 Pages
AUTHOR(S) : Teena Saharan, School of Management, JRE Group of Institutions, Sushil Pasricha, School of Management, JRE Group of Institutions and Deepak Changa, Bisleri International Pvt. Ltd.

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Validity of Maslow’s Hierarchy of Needs at Bisleri International

 

The General Manager, GopalKrishan (Bisleri Production Plant, Sahibabad) was pacing in his room nervously. From the corner of his eye, he saw the plaque on the wall, near the window, which read, “Education is what remains after one has forgotten what one learned in school”, immortal words of Albert Einstein. He was pensive  remembering his convocation day when Delhi University had conferred MBA degree on him. His favorite Professor’s words still echoed in his ears, “Real life is different. The theories we learn in management only help us develop our bent of mind. They cannot be applied as it is.” How true! The management executives are exposed to  several theories during their management program. However, many do not find applications in real life. Alternatively, many do not know how to apply the learned theories in real life. However, this is not the case at Bisleri International Pvt. Ltd. (Bisleri), Sahibabad, UP plant in India (Exhibit I)...........

Bisleri International Pvt. Ltd. (Bisleri), Sahibabad: An Overview

The production team at Sahibabad is one among the best of all the Bisleri production plants in the country. The employees work hard to adhere to the production schedules and quality standards (Exhibit II). Most of them are real eager beavers to meet customer demands. The attrition rate is very low across all functions in the organization despite being an average paymaster in comparison to its competitors.........

Work Culture at Sahibabad Plant

Approximately300 workers/employees perform various duties of production at Sahibabad plant like water purification, testing, bottling and dispatching. The production process adopted by Bisleri is one of batch production, a method used to produce any product in groups or batches. The products in the batch go through the entire production process together. The complete process at the plant is automated to maintain the world-class purified water standards (Exhibit III).............

HR Policies

Bisleri has developed a family-oriented culture over the years. To retain employees, the company provides both monetary and non-monetary benefits. To give a personal touch, the company celebrates birthdays of its workers, managers, etc. On the auspicious occasion of Diwali, the company announces annual bonus for the employees based on their performance (generally one-month salary).............

Major Challenges

The major challenge for such a plant is logistics and supply chain management (Exhibit IV). The company manages entire distribution in two modes: company-owned transport vehicles and outsourced vehicles (outside transportation service). Sahibabad plant has its 20 transport vehicles, which are used for catering to corporate buyers. Outsourced vehicles are used for supply to distributors.............

Distributor Relationship Management

Bisleri is a leading FMCG company and like any other FMCG company its success depends on its satisfied distributors. For any company having market-orientation, its satisfied customers are always the enduring assets for that company. The senior management holds forum with distributors once in six months to attend to their problems and iron out any differences. These meetings are generally held over lunches or dinners............

Exhibits

Exhibit I: Bisleri Plant, Sahibabad

Exhibit II: Bottling Operations

Exhibit III: Bottling Operations

Exhibit IV: Warehouse

Teaching Note Preview

Validity of Maslow’s Hierarchy of Needs at Bisleri International

 

Synopsis

The case study is on Bisleri International Pvt. Ltd.(Bisleri) and the attempt is to find relevance of Maslow’s hierarchy of needs model. Bisleri has advocated  applying this model in myriad of ways on several occasions and according to the company, the results have been astounding. The case study reveals that  Maslow’s Hierarchy of Needs theory can be applied in any situation and is applicable in all ways to motivate employees, inspire managers satisfy customers, et al; although there may be a few critiques and controversies for the case. This is a canvas of Bisleri where the authors have attempted to describe the anecdotes that have been collated from the repertoire, a potpourri, of the company’s rich culture, day-to-day routine and the history.

Prerequisite Conceptual Understanding

The prerequisite for readers before discussing this case is to familiarize with the Maslow’s Hierarchy of Needs theory.

Expected Learning Outcomes

  • • The importance of organizational and work culture management: Employee commitment, dispute management, employee engagement, ethics, values, vision, mission, etc.
  • • The importance of HR Policies: Relevance of monetary & non-monetary rewards/benefits, recreation practices & policies, employee rewards & recognitions and trust building at all levels, resolving the recurring problems of outsourced employees, etc.
  • • The requirement of logistic and supply chain management and distributor relationship management: Identification of logistic & supply chain management requirements, outsourcing issues, resolving the transportation issues, strategies and need for vendor and distributor relationship management, think of the supply chain as an extended enterprise, etc.
  • • Validate the applicability of Maslow’s hierarchy of needs for employee motivation
  • • Analyze how this theory is applicable in various situations at workplace

 

Case Positioning and Setting

This case study can be used in MBA program/corporate sectors for the following:

  • • Organizational Behavior Course – To discuss the concept of motivation and to gain insights into human relationships

 

The case can be shared with students or employees as a classroom discussion or can be converted into a roleplay or in-basket exercise to infuse out-of-box thinking..................................


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Product code: OB-2-0039, OB-2-0039A

Abstract

Maslow's hierarchy of needs, a pyramidal structure, is so commonly applied in business organizations today that it appears it still maintains its sheen. However, does it? The model places human needs in a hierarchical structure with the bottom about the physiological or basic needs and the top being self-actualization state. The needs at the base are instinctive, the survival needs. Once the basic needs are met, the second level is about the safety or security needs. Next level is about need for belonging, longing for love and acceptability in the society, in the community. Fourth level is about esteem, the needs for achievement, responsibility, et al. Last stage, the self-actualization level is about self-fulfillment when the urge to help others or the need to do something for the society arises in such a way that one is able to leave an indelible mark. Humans are by nature social animals. Human being gets motivated or aspires to move to the next level once the needs at that level are fulfilled. Through this case on Bisleri International Pvt. Ltd. (Bisleri), the attempt is to find the relevance of Maslow's Hierarchy of Needs model. Bisleri has applied this model in myriad of ways on several occasions whether it is motivating a worker on contract or the worker who had a great following in the union or a manager to tap the tremendous untapped potential. The results have been astounding.



Pedagogical Objectives

  • To understand the importance of organizational and work culture management
  • To understand the importance of HR Policies
  • To understand the requirement of logistic and supply chain management and distributor relationship management
  • To validate the applicability of Maslow’s hierarchy of needs for employee motivation
  • To analyze how this theory is applicable in various situations at workplace

Case Positioning and Setting
This case study can be used in MBA Program/Corporate Sector Trainings for the following:

  • Organizational Behavior Course – To discuss the concept of motivation and to gain insights into human relationships


* GSMC 2016, IIM Raipur

This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)

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