This week, you are assuming the role of a human resources consultant, hired by Patagonia to analyze their employees’ level of motivation.

Your Assignment

Read the Case Application 1: Passion for the Outdoors and for People (end of Chapter 17).

After reading the case details, prepare your report for Patagonia managers by answering the following questions:

1. According to Maslow’s hierarchy, which basic needs does the Patagonia culture meet? What would it be like to work at Patagonia? (Hint: Go to Patagonia’s website and find the section on jobs.) What’s your assessment of the company’s work environment? (20 points)
2. Use the expectancy theory and/or the equity theory of motivation to explain how feeling underpaid might affect the work of a Patagonia associate and what a manager can do to increase the employee’s motivation. (20 points)
3. What do you think might be Patagonia’s biggest challenge in keeping employees motivated? If you were managing a team of Patagonia employees in the retail stores, how would you keep them motivated? (20 points)