Introduction:

This case study discusses about the problem faced by a dentist Dr. Jack Perry and his
organization. Dr. Jack Perry is a sole practitioner dentist in Cromwell, Ontario. Perrys practice
has brought him great financial success. He had employed dental hygienists, dental assistants and
receptionists under him. He had an easy-going manner, gave a competitive salary to his
employees and the atmosphere in the workplace is very pleasant. This resulted in no staff
turnover.
This case mainly revolves around Dr. Jack Perry who later realized that the morale of his
employees is going down and the staff members are not trying much to increase the profit. This
case deals with how he manages to motivate his staff members and thus solve this people
management issue.

Objectives:
To discuss and apply different motivational methods and its repercussions on employee
motivation level.

Main Issues:
1. What should Jack Perry do to motivate his staff to help grow business.
2. In managing workforce diversity, how should Perry extract the best out of his employees to
ensure a win-win situation at both ends.
3. Which structure should he consider of the two for boosting the morale of employees.

Theoretical Concepts:
Motivation:
Motivation is a process that account for an individuals intensity, direction, and persistence of
effort toward attaining a goal. It can be seen that in the clinic of Dr. Jack Perry employee
motivation to work with intensity is going down. Dr. Jack Perry has to apply different
motivational techniques to motivate his employee to improve performance of his clinic.

Goal Setting Theory:

This theory asks a manager to set goal of employee, so that motivation levels can be
increased thus affecting productivity positively. The goals should be set at right levels so
that it challenges the employee to work hard. In the case, as Dr Jack Perry is very lenient,
his employee motivation level is going down. He need to use this theory and setup
challenging goals for his employees so that he can get best of the employee.

Management by Objective:
This is a part of goal setting theory. In this theory, each department in organisation set
goal for themselves. Each employee takes part in goal setting and thus motivation levels
in the employee increases. Dr. Jack Perry can also talk to his employee and let them take
part in setting up a target, so that as the employee gets involved in decision making, their
motivation levels escalate.

Distributive and Procedural Justice:

Distributive justice is the employees perceived fairness of the amount and allocation
of rewards among individuals. Dr. Perrys solution should achieve distributive justice
or else instead of increasing the employee motivation theory, the solution will
hamper it.
Procedural Justice is the perceived fairness of the process used to determine the
distribution of reward. To achieve procedural justice, Dr. Perry has to make his
employee take part in setting goals (Process control). He also has to convince his
employees the rationale behind the target setting and rewarding process (Explanation).

Recommended Solution

The best option before Perry is option no. 2 but with a little modification. The problem noticed
by Perry is that the morale is low amongst employees and there is not much motivation to grow
the business. One of the reasons was the growing gap between the profits of the clinic and the
salaries of the employees. Now Perry has got his organizational culture correct so any changes he
makes should take care that this is not disturbed. For the further growth of his business he needs
equal contribution from all his employees. He must talk to his team and brief them about the
situation upfront and then provide the solution as under:1. The team can decide on a goal / target that they feel is achievable based on their past
experiences.
2. Perry can calculate the numbers, and if feasible give them a profit share based on the margins
achieved.
What this move does is that the whole team becomes responsible for achieving the unified target,
now its upto them to figure out how they would go about achieving the target, this makes them
feel more involved in the organization and their productivity will indeed increase which in turn
would increase revenues and profits. This increases employee bonding and teamwork.

Managerial Learnings
1. A manager should always solve the issues as and when they appear. If the manager
lets the problem persist, then the situation might worsen.
2. A manager should implement a blend of financial and non-financial incentives to
maximize employee motivation.
3. Increase in the proportion of financial pay does not guarantee productivity and high
morale.
4. No staff turnover does not necessarily imply that the workforce is motivated to the
fullest.