Therefore because of all this, Diamond Manufacturing didn’t accept the contract to

manufacture this new shoe.

Now I am going to study this case and do some research to find out that what is the reason
labour didn’t want to produce that new shoe? Why the labour just want to stuck with the old
die-cut work? What is the drawback in the Management because of which their labour
criticises and not agreed?

Considering the dilemma faced by Diamond Manufacturing it is clear that a lack of employee
motivation is at the centre of their problem. As we know that employees are the central
resource around which any company operates and are central to determining the overall
success and profitability of the organisation. Often employee motivation is the line which
separates good companies from great companies. It is important that the management at
Diamond Manufacturing should understand the motivational profiles of their workers and
implement a new strategy that will increase employee satisfaction along with optimising
productivity. Over the centuries a new subject has been receiving huge attention that is
motivation or what drives people to perform in their work settings. By the definition of
motivation we come know that “motivation is a set of forces that causes people to work
towards attainment of an organisation’s objectives and specific goals, while sustaining the
effort expended in reaching those goals” (Moore S. & Gunnigle P., 1998). Today is the
world of competition of competition and both domestic and foreign companies have led to
increased levels of competition in modern industry, meaning that high levels of efficiency
and consistency are vital to the success of any business. The importance of motivation should
not be underestimated by the management of any company as it is a vital tool in ensuring the
highest levels of productivity and quality. According to the views of (Herzberg et al, 1993)
It is the only from the performance of a task that the individual can get the rewards which
will strengthen his desires factors in the job environment meet the needs of the individual for
keeping away from unpleasant situations. In this contrast to this motivation by meeting
avoidance needs, the job factors reward the needs of the individual so that it can reach his
aspirations. All these effects on the individual can de conceptualized as actuating approach to
a certain extent than avoidance behaviour. Since it is in the approach sense that the term
motivation is most commonly used, we assigned the job factors as the motivators, as opposed
to the extra job factors, which we have labelled the factors of hygiene. It should be
understood that both kinds of factors meet the needs of the employee; but it is primarily the
motivators that serve to bring about the kind of job satisfaction…the kind of improvement in
performance that industry is seeking from its workforce.