Organisational behaviour Netflix Case Study

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Organisational behaviour Netflix Case Study

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As per McShane, S. and Glinow, ( 2017), organizational behavior refers to the study of different areas that can contribute to a large extent to the areas of organizational improvement. It interprets the study of analyzing the way people interact within an organizational atmosphere and also examines how the way of interaction can directly impact job satisfaction, performance, motivation, and people involvement. In this study, the two very crucial concepts of motivation and organizational justice will be described to get a clear understanding of the topic. Motivation among the employees plays a very important role in shaping organizational behavior because it increases the interest of the employees to work and get the desired result. At the same time, people involvement has also a strong influence on organizational behavior. People involvement refers to a systematic work process and structure that permits the people to give their best effort to get the positive outcome and provide development to the organization. Various models that can help in increasing motivation and people's involvement will also be discussed in this paper (Gagné, 2018).

Organizational background


Netflix is an American media service company that provides the facilities of programming production. The company offers videos based on subscription on the demand from television series and films (Jenner, 2018). This is a production-based company, the motivation of the employees plays a very crucial role. Therefore maintaining the motivation of the employees is the key fundamental aspect of the organizational leaders for maintaining a good organizational behavior to achieve desired success. Netflix has a huge contribution in distributing independent films and original programming that are produced in-house. The company has more than 209 million users which include more than 70 million users in the United States and Canada as well as approximately 5 million users watching this programming media in India. For maintaining the demands and requirements of these vast users, a good workforce and motivated employees, and good people engagement are the basics of maintaining good organizational behavior. The company has ranked 164th on the Fortune 500 and also occupied 284th rank on the Forbes Global 2000 (Jenner, M., 2018).

Netflix uses the organizational culture for developing a resilient system among the workers for supporting the development and growth in the industry. The leaders of Netflix tried to focus on maintaining a framework that supports the effective nurturing of the core principles, values, business philosophy, and behavior of the employees in the workforce. The company also focuses on maintaining a good communication system among the employees and the workers to help them share and connect various and unique ideas among one another in the work environment. It thereby helps in building the trust of the employees and keeping them motivated for organizational functions (Todorova, 2020)


As per Lakso, (2018), Apple, an American multinational technology-based company which is headquartered in California, USA, offers services related to computer software consumer electronics, and online services. Apple is considered to be one of the largest technology companies. The revenue collection of the company is approximately 274.5 billion dollars in 2020. The company has tremendously achieved its success globally by providing the best services and products to the customers by maintaining their satisfaction and needs. The company has also achieved a high level of brand value and brand loyalty that has helped the company to rank as the most valuable brand. Again for operating this worst service and maintaining the brand image and brand value the company has to maintain good organizational behavior to operate the workforce and maintained the motivation and satisfaction level of the employees.

As per Tasnim, (2018), the organizational behavior of Apple stimulates the policy of recruiting the best employees and skilled laborers for meeting the expectation of the organization. The company focuses on boosting the motivation of the employees by maintaining a good work culture and environment and reinforcing rewards, incentives, promotion, and appreciation approaches to maximize the motivation of the employees and increasing the chances of employee engagement. Apart from that the company also aims at providing various programs that include recognition and rewarding facilities among the workers who give their best efforts to achieve organizational success (Lakso, 2018).

Concept of motivation

Motivation plays a fundamental role in organizational behavior as it has the potential to drive the work procedures towards a systematic accomplishment of the work activities to attain the organizational goals. Motivation among the employees can drive them towards encouragement and getting rewards to accomplish the tasks for organizational success (Al-Madi at al., 2017).

Equity theory of motivation:

Equity theory defines the process of providing fairness and justice to the employees to build their confidence and boost their motivation. As per equity theory, the employees compare their efforts or tasks to what they receive in terms of recognition, remuneration, promotion, rewards, or payment in respect of their efforts (Hirano and Kasatani, 2017). These factors are very crucial to improve the motivation of the employees, as well as people engagement, which is also dependent on this. In getting fair and justified outcomes to the efforts of their input, the employees feel motivated and can give their best efforts for the further tasks and activities to attain the organizational goals and objectives. It thus helps in boosting people's engagement. Organizational justice has the most tremendous power to show the employee that their effort is equally measured in the organization. People's engagement and motivation come when the employees are treated with justice and fairness. When they get the same remuneration by doing the same tasks and get a timely and fair promotion, they get motivated and engaged in the organizational activities. Apart from that, when the organizational managers provide identification and recognition to the tasks of the employees, it helps them in building their motivation by maintaining their engagement with the organization. 



Job characteristics model of motivation:

As per Kamani, (2020), the job characteristics model is one of the most significant aspects that directly impact employee motivation by boosting a developed organizational behavior. It changes the work environment and motivates the employee to feel motivated and important within the organization. This model has the key aspect of increasing satisfaction level among the employees as this helps in creating job design and job strategies. The employees get the tasks that they can do and get the opportunities to improve their skills and knowledge which help them in developing their intention to involve and engage in the activities of the organization (Sever and Malbaši?, 2019). The way through which work or task is structured influences the motivation by affecting the efforts of the employee in the organization. This model describes the job in five key areas including:

Skill variety: It defines the primary skills and traits that are required for a specific job. This model helps in reducing monotony and boredom in work life by providing opportunities to the employee to enhance their skills and knowledge by engaging with different activities. Thus, it helps in increasing motivation and inters to work. 

  • Task identity:

The employees find the areas in which they are good and are allocated the work they have knowledge and skill. It helps in increasing the motivation of the employee by increasing their interest to provide the best effort (Sever and Malbaši?, 2019).

  • Task significance:

This is the degree that affects the work and lives of the employees. The people with high positions get much significance and importance than that of a low positioned person. It can motivate and demotivate employees and also impacts organizational behavior. When the managers treat the low positioned workers due to their position and power, it can affect the organizational behavior by decreasing the motivation of the workers (Kamani, 2020). 

  • Feedback:

Feedback is also another important factor for motivating an organization. When the employees provide their feedback positively, it helps the management to lead the organization towards improvement. 

Self-determination theory of motivation:

Self-determination theory implies that an employee wants to grow and flourish when the three aspects of his psychological needs and requirements are fulfilled by an organization. These three innate needs of the employees include competence, autonomy, and communication or connection. Employees also want to get an autonomous or intrinsic achievement or rewards that suggests the development of the skills and knowledge (Ntoumanis, 2021). Organizations can therefore implement those activities that can evolve the core intrinsic and psychological requirement so of the employees to increase their motivation and involve them in the organizational activities. The employees also want to make connections with the other employees to build their communication skills for achieving their innate needs. By connecting with others and sharing knowledge and ideas among one another can also help in boosting the competence of the employees which in terms can generate good organizational behavior. A healthy work environment is required for engaging people and developing their motivation that can be developed by the accomplishment of the three needs. 

Goal-setting theory of motivation:

According to Locke, E.A. and Latham, (2019), the theory of goal setting theory suggests that setting a goal and objective is interconnected to task or activity performance. Setting a goal to achieve a particular order of challenging tasks can provide positive motivation to the employees that can be very crucial for achieving good organizational behavior. Specific goal setting can provide good and great output and better task performance to the employees that can build motivation and confidence to the employees. It thereby brings success. On the other hand, a difficult goal setting can also be a motivating aspect is a factor as the employees can overcome the hurdles and difficulties by targeting difficult goals which provide good satisfaction and confidence too. Challenging and realistic goals an employee feeling of weaning and pride which also builds motivation and confidence and keeps the person going for further achievement. 

Apple can implement goal-setting theory by using effective tools and techniques to increase the rewards and incentives for the employees when they accomplish their tasks or goals effectively. It helps them in developing their motivation. It not only improves the motivation of the employees but also helps the organization in people engagement or involvement. As this theory helps in providing a good task performance the employees can enhance their motivation and develop their skills

Concept of employee engagement

As per Gigol, (2020), it is interconnected to people engagement as being motivated to work the employees can get reasons to be engaged to the core organizational functions. They even do not think of company switch if they are motivated and get proper recognition and importance from the company. Engaging people is the most difficult task as keeping the employees motivated and dedicated to their work needs to implement effective motivational functions for the employees (Singh, 2017). The Human resource manager in this respect plays a very critical role by organizing effective training, educational programs for the employees to improve their knowledge and skills. It encourages the employees to work with full dedication to the growth and development of the organization. It thereby helps in developing organizational behavior. 

The zinger model:

This model focuses on the core requirements and needs of the employees to help them be engaged and involved in organizational activities. It suggests a pyramid structure that depicts the need and importance of people's engagement in the organization. The pyramid in this model interprets three levels including the needs of the employee in terms of health and well-being, good work, and rewards.These three core elements can enhance people's engagement by influencing organizational behavior. When the employee gets whatever their expectation is, they feel engaged with the organization. Thus, it helps in developing good organizational behavior. These three blocks of the model focus on employee engagement by providing a healthy workforce. The three-building block of the pyramid includes the necessities, harmony or uniting the organization and the third and last row is developing performance. 

The bottom level, needs, and necessities

This includes the key actions of taking care of the health and well-being of the employees. The organizational managers need to provide basic amenities to the employees for cheering them up to work. Their mental and physical health needs to be taken care of to boost people's engagement. For maintaining the well-being of the employees, the managers of Netflix and Apple can also provide vacations, holidays, and sick leave so that the employee can feel their importance to the organization. It thereby develops their motivation and interests. (Singh, 2017). 

Middle row, harmony:

It is important to maintain unity in the company to maintain a good relationship in the work environment. The work atmosphere can be improved by maintaining a free and good relationship between the manager and employee. The leaders of Apple need to provide opportunities to the employees to create connections at the workplace. The leaders can also provide additional incentives, rewards, and promotions to the employees to make them feel that they are important. It thus helps in developing people engagement.

The third level, developing performance:

The leaders here need to provide various challenges in the tasks to improve their skills and knowledge which to the extent can develop the performance rate of the employees. When their performance develops, the organization wants to engage them in the organizational functions. Thus it helps in developing healthy organizational behavior. By maximizing the performance and progress, the organizational leaders of Apple can provide opportunities to the employees to grow and evolve. 



The Deloitte model 

This model suggests the importance of generating a culture where the employees are engaged, involved, and respected. It also focuses on creating and work a work environment that is culturally evolved and provides opportunities to the employees to get involved in the organizational functions (Ali et al., 2019). The leaders need to provide effective awards and accolades to the employees to encourage their work. It thereby helps in developing the feeling among the employees that their work is valuable for organizational success. The leaders can also form small teams that can encourage the employees to participate in decision making which is also another important factor for developing people engagement. The main factors of this model include meaningful work, hands-on management, positive work culture and environment, providing growth and development opportunities, and good and trustable leadership. With these features, Netflix can make people feel their importance for the growth and development of the organization.


The entire discussion of the concept of motivation and people engagement with the help of different models and theories related to these concepts highlights the area of maintaining the motivation of the employees and keeping them engaged in the organizational activities can only help in creating organizational behaviour. Therefore, it can be recommended that since, Netflix and Apple both have a huge market and of users that a dependent on the organizational leaders need to implement effective strategies that can help grow motivation of the employees to work and provide their best efforts. These programming-based services include resilience and patience among the employees therefore providing them appreciation rewards and timely incentives and remuneration can be the best option for the organization to keep them motivated (Tzineret al., 2020).  Some other recommendations are as follows:

  • Equality in payment remuneration and promotion in the position of the employees can also help in implementing an effective organizational behavior Apple and Netflix. 
  • It is also important to maintain a good communication system and harmony among the workers and the managers so that the employees feel important for the organizational growth and development. Providing them opportunities and chances to participate in the organizational meeting can also be an effective option for maintaining organizational behavior and motivating the employees (Prabasariet al ,2018).
  • Good work culture is also important for boosting the motivation of the employees. The leaders need to implement effective training and programs for developing the skills and competence of the employees for engaging them towards the organizational functions. 
  • Another important part is to maintain the health and wellbeing of the employees. As Apple is a technology giant company, the mental and physical health of the employees in this organization plays a very critical role. The managers of Apple should implement some Health insurance health-related schemes to maintain the well-being of the employees


It can be concluded that organizational behavior depends on various aspects. Motivation and employee engagement at the most crucial factors for maintaining organizational behavior because without the motivation to work the employees cannot provide their best inputs to get the most desired output for organizational success. From that without engaging the employees towards organizational functions no organization can be able to flourish and prosper. Motivating the employees should follow all the activities including maintaining health and well-being, keeping a harmonious work environment, and providing opportunities to develop the skills and knowledge of the employees.




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