Background Of Organization
The GT Wonderland is a
leading distributor of cosmetics and personal care products. Brand portfolio
includes Revlon cosmetics, Revlon hair color, Avene skincare, Elancyl body care,
SILKYGIRL cosmetics, SILKYGIRL fragrances, SG Men fragrances, Silky Lips lip care,
Silky White face products and Silky Care feminine hygiene wash.
The GT Wonderland launched
SILKYGIRL in June 2005, adding new excitement to the landscape of color
cosmetics in the mass retail market. SILKYGIRL offers a complete range of high
quality color cosmetics that will meet the needs of discerning consumers in
both the urban and suburban markets. SILKYGIRL's brand personality is fun, young,
and colorful and exudes confidence. The core promise of the brand is delivered
through the latest color trend and high quality specifications of the products.
SILKYGIRL is now marketed
at over 1,000 cosmetics counters in Malaysia, Singapore, Brunei and Jakarta. In
Malaysia, it is available at Guardian, Watsons, Parkson, Jusco, Sasa, Apex and
other independent supermarkets and pharmacies.
Misson
·
Increase health
awareness and the harm of chemical-based products by the introduction of a
safer alternative of skin care
·
Strengthen the
brand image as the first organic certified brand in Malaysia
·
To achieve supreme
growth in terms of volume and profit to build a stable of global brands that
leverage on the strength
Visson
To become the major
player in the skin care market by selling organic personal care products, besides
enhancing its corporate values with the aim to encourage an
environmental-friendly and healthy beauty lifestyle among Malaysian individuals.
1. What
are the basic components of a compensation and reward system?
Employment is typically characterized as an exchange
relationship. Employees provide organizations with something of value (their
labour) and in return receive something of value. Work can offer many valuable
outcomes to employees, including the opportunity to use their abilities, to
make a contribution, are compensated and rewarded through this exchange
process. Compensation refers to all forms, returns and tangible services and
benefits employees receive as part of an employee relationship as discussed
above. On the other hand reward management system is concerned with the
formulation and implementation of strategies and policies, the purpose of which
are to reward people fairly, equitably and consistently in accordance with
their value to the organization and thus help the organization to achieve its
strategic goals.
Direct Financial Benefit. It focuses on two elements
of remuneration which are directly related to performance. These are the basic
pay rate and any additional bonus which is paid for individual or group performance
above this standard. Indirect Financial Benefit: Consists of those regular or
intermittent payments (not related directly to performance made for a variety
of contributions such as suggestion for improvement of production or employee
loyalty or commitment such as high base rates, pension schemes etc. Non –
Financial benefit schemes which will increase the morale of employees, such as
job enlargements, job enrichment. It is however, worthy to note that there are
often a variety of payment systems within one employing organization, each
system being appropriate to a particular group of employees which have come
into being as part of a conscious management strategy. In doing so, an
employing organization has to be aware of its objectives in relation to the use
of pay as a control mechanism, the constraints which apply to its choices, the
financial objectives of its employees and their representatives and the
relationship of the payment system or systems to the total personnel policy of
the organization.
What innovations have organizations introduced in each
of those components because of an increasingly competitive business
environment?
Globalization, new technologies, and greater
transparency have combined to upend the business environment and give many CEOs
a deep sense of unease. Just look at the numbers. Since 1980 the volatility of
business operating margins, largely static since the 1950s, has more than
doubled, as has the size of the gap between winners (companies with high
operating margins) and losers (those with low ones).
Market leadership is even more precarious. The
percentage of companies falling out of the top three rankings in their industry
increased from 2% in 1960 to 14% in 2008. What’s more, market leadership is
proving to be an increasingly dubious prize: The once strong correlation
between profitability and industry share is now almost nonexistent in some
sectors. According to our calculation, the probability that the market share
leader is also the profitability leader declined from 34% in 1950 to just 7% in
2007. And it has become virtually impossible for some executives even to
clearly identify in what industry and with which companies they’re competing.
All this uncertainty poses a tremendous challenge for
strategy making. That’s because traditional approaches to strategy though often
seen as the answer to change and uncertainty—actually assume a relatively
stable and predictable world.
Think about it. The goal of most strategies is to
build an enduring (and implicitly static) competitive advantage by establishing
clever market positioning (dominant scale or an attractive niche) or assembling
the right capabilities and competencies for making or delivering an offering (doing
what the company does well). Companies undertake periodic strategy reviews and
set direction and organizational structure on the basis of an analysis of their
industry and some forecast of how it will evolve.
Increasingly, industry structure is better characterized
as competing webs or ecosystems of codependent companies than as a handful of
competitors producing similar goods and services and working on a stable,
distant, and transactional basis with their suppliers and customers.
In such an environment advantage will flow to those
companies that can create effective strategies at the network or system level.
Adaptive companies are therefore learning how to push activities outside the
company without benefiting competitors and how to design and evolve strategies
for networks without necessarily being able to rely on strong control
mechanisms.
In a stable environment it is sufficient to improve
what already exists or to examine single change proposals. The simple step of
requiring that every change proposal be accompanied by several alternatives not
only surfaces a more varied and powerful set of moves, but also legitimizes and
fosters cognitive diversity and organizational flexibility.
2. ‘Recognition
is the most reliable of rewards.’ Critically examine this statement. Identify
three ways organizations commonly use to recognize and rewards employees
through non-financial means.
Popular
Rewards
Companies tend to rely on
non-financial rewards when budgetary constraints make it difficult to offer
raises or other monetary incentives. The importance of these issues to
employees suggests that non-financial rewards should be a part of any company's
plan regardless of the economic situation. Popular non-financial rewards
include flexibility in work hours, training opportunities and recognition by
management or co-workers. Employees in the Hay Group's study listed training
opportunities and career development as two of the most important factors in
job satisfaction.
Money
as a Motivator
In the past, many
companies relied on money almost exclusively to motivate their workforce, but
employees often rate other aspects, such as recognition and flexibility as more
important. The problem with relying too much on money as a motivator is that it
can encourage employees to focus on whatever will earn an immediate incentive
rather than on finding long-term solutions or creative new approaches. It can
also lead employees to see each other as opponents in a competition rather than
working together for mutual benefit.
Popular
Rewards
Companies tend to rely on
non-financial rewards when budgetary constraints make it difficult to offer
raises or other monetary incentives. The importance of these issues to
employees suggests that non-financial rewards should be a part of any company's
plan regardless of the economic situation. Popular non-financial rewards
include flexibility in work hours, training opportunities and recognition by
management or co-workers. Employees in the Hay Group's study listed training
opportunities and career development as two of the most important factors in
job satisfaction.
Recognition
and Respect
“Being treated with
respect” as the single most important factor in motivation. Recognition and
praise can send employees the message that the company respects them and values
their contribution. Financial rewards remain important they actually have less
importance for most employees than respectful treatment and recognition.
3. Do
you think that compensation and reward strategy of a high technology firm will
be different from that of an emerging fast growth firm? Why?
In this study, we attempt to advance the literature in
several ways. First, we draw upon the innovation literature by making a
distinction between two types of firm innovations: incremental innovation and
radical innovation. We add to the literature by simultaneously examining the
effects of both organizational rewards and controls on these two types of firm
innovations. Second, the literature has suggested that innovation can help
firms catch up with the opportunities in uncertain environments to
build/maintain their competitive advantage, and sequentially benefit their
long-term performance. Although some scholars have studied the relationships
between innovation and firm performance, it is still unclear whether radical
innovation and incremental innovation have the same effects on firm
performance.
Third, our focus on technology firms emerging market
also represents a contribution. Previous studies on the relationship between
organizational reward, control and innovation have mainly been done in the
developed markets which are characterized by individualism (that is people look
after their own interests rather than the interest of in-groups) and low
uncertainty avoidance (that is, people tolerate ambiguity and uncertainty).
Firm innovation and financial performance control over
others. However, the managers may control every sphere of life of their
employees. Thus, how firms reward and control employees has more far-reaching
implications for innovation. Therefore our focus on technology firms can enrich
our understanding of how the effects of organizational reward and control
mechanisms on innovation and further firm performance can be different in a
different national culture context.
We argue that material reward is negatively related to
radical innovations, but positively related to incremental innovations. Radical
innovations involve a high level of risks and uncertainties. It usually takes
more time and more resources to develop radical innovations but the outcomes
are uncertain. Suggests that, in situations involving a large amount of
uncertainties, the overemphasis on external and objective performance reduces
the intrinsic incentive and curiosity needed for innovation work. Indicate that
extrinsic rewards concrete tangible rewards such as bonuses, pay increases and
awards are detrimental to innovation. This is particularly true in where
employees in technology firms typically receive a higher salary than employees
in other industries. Therefore, for employees who have already enjoyed high
salaries, material rewards may be less effective in motivating them to engage
in radical innovations involving high risks. Further, in a country emphasizing
honor and reputation, employees’ confidence and feeling of achievement may be
harmed by organizations which only provide material rewards. In such
situations, employees may try to avoid radical innovation to reduce their
responsibilities in case the radical innovation fails.
In contrast, incremental innovations involve minor
adjustment and development of current products and processes, which have a low
degree of risk and high likelihood of success. Thus it is relatively fast and
easy to observe and evaluate the outcomes of incremental innovations. When
material reward is utilized and objective goals are set, employees consider not
only the possible economic gain from developing innovation but also the
potential loss if their innovations fail. Therefore the employment of material
rewards can prompt employees to focus on developing innovations that are easy
to accomplish, most of the time, incremental innovations.
Workforce stability and reliability is an important
factor in small business success for just about any entrepreneur, but its
importance may be particularly pronounced in one of the fast-paced high-tech
industries. Indeed, it is a far more serious matter to replace a software
programmer three months before a new product launch than it is to replace a
cashier or stockperson. For many small high-tech companies, workers are among
their most valuable assets; the smart entrepreneur will compensate them
accordingly, via salary, benefits, promotion, responsibility, or some
combination thereof, to best ensure a high degree of employee retention.
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