11.2.3 Motivation Model
This is the most important model to facilitate the process of change in the organisation.
The work of David McClelland on changing larger systems by changing basic motives of individuals is quite well-known, and has been widely used in India in the development of entrepreneurship.
The basic explanation is that individuals engage in certain activities because of their dominant motive or psychological need. A person with affiliation motive (the need to establish and enjoy close personal relations) will socialise more and enjoy meeting and being with people. Similarly, a person with achievement motive (the need to excel and do something unique) will be engaged in competitive activities, and is likely to spend more time in ...
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