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Background to the Study

Organizations are run in a enormously immense competition today. Due to the immense competition in these organisation, organisations has to convey in and implement different schemes to last and every bit good as for enlargement.

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Apart from the competition a scope of outer and interior factors affects for the concern success. Those are the economical factors, political factors, environmental factors and every bit good societal factors. For an illustration an economic crisis in a society may modify the entire demand for a peculiar merchandise or service. Besides factors such as societal inclination can alter the demand for a merchandise. Likewise there is assortment of factors which can be critically affected for functionality or a demand for a merchandise.

Therefore runing a concern in a fiscal system is non merely a simple undertaking. So as a consequence organisations need to convey in several schemes for endurance and every bit good for the enlargement of the concern.

In presenting diverse strategies the human resource of the organisation is an of import factor which should be managed decently to guarantee the employee motive. Employee motive is extremely indispensable for an organisation for its success. Without motive of employees, they do non develop as dedicated squad where who works exceptionally to accomplish organisational ends while accomplishing personal ends and aims.

Consequently in this survey the deliberation was given to analyze the function of concern moralss in maintaining the staff motivated and to reexamine its impact for the Virgin Media.

This research proposal identifies the background to the job justification, range and restrictions, aims, methodological analysis and the literature reappraisal of the survey.

Research Problem and Justification

As mentioned antecedently better employee public presentation enhances organisational productiveness and it finally consequences for organisational success. In today ‘s competitory concern environment organisations are retained in the concern as a consequence of productiveness which comes through competitory advantage of the production. When the productiveness is lost, the organisation losingss its competitory advantage, market portion, trusts of clients etc. Therefore if an organisation is losing its productiveness, it ‘s equal to make the organisations demolish. So if we examine the ground for diminishing the productiveness of organisation one of the chief ground which base is that the employee public presentation are acquiring lower or it has gone down extended. Employee public presentation lessenings due to run of grounds.

So if we can place the grounds which decreased employee public presentation we can happen an reply to increase it and so to increase the productiveness and finally to make organisational success. Consequently this research survey is focused on employee motive which is a critical factor which enhances employee public presentation. The employee ‘s are motivated due to assorted factors, it may be fiscal incentives, non fiscal incentives etc. The motivational factors range in a diverse country. Consequently in this research study the consideration is given on a non fiscal incentive which is the ain concern moralss of the organisation. So it is analysed the function of concern moralss in maintaining the staff motivated and to increase the productiveness inA Virgin Media.

This subject will heighten the cognition base into an of import country in employee motive and finally to the well being of Human Resource Management.

Aims of the Study
To clearly specify what is employee motive

To understand what is meant by concern moralss

To happen out the impact of concern moralss on employee motive

Scope and Restrictions of the Study

Employee Motivation is non an result of one ground ; a scope of facts determines employee motive. For an illustration acknowledgment is a one factor which improve employee motive, likewise there are series of factors which affect for employee motive. Business moralss of the organisation where an employee plant is besides a important factor which extremely affects for employee motive. Therefore my purpose of this research survey is to analyze how the concern moralss of the working organisation motivates the employees. Consequently this research range is to analyze what are elements of the concern moralss which affect for employee motive and how those elements have been affected in the selected instance survey organisation which is Virgin Media.

Although this research examines an of import country which affects for employee motive, there are certain restrictions excessively. The chief restriction of this research is that this research focuses on merely one chief key factor which affect for employee motive which is the concern moralss, but as mentioned above there are many other factors which affect for employee motive, so here in this research it is considered or assumed that affect of all the other factors are nothing. Besides this survey has been done merely for one organisation, and its my ain proposal and thought to farther behavior this survey for more two or three organisations where it will give an thought to employers to see how they must develop their concern moralss to acquire motivated the employees.

Literature Review

This literature reappraisal is considered on facets. One is the survey has been identified the literature on specifying employee motive and so it has been found out the literature on concern moralss after that a literature survey has been done on Virgin media which provides a better thought about the concern and eventually the literature has been found about the Effect of Business moralss on Employee Motivation.

What is Employee Motivation

There are several definitions has been identified by several professionals on motive.

The Lecture notes of Amarasingha. D. For the Professional Qualification in Human Resource Management of Institute of Personnel Management Sri Lanka, informs that the term motive has been reproduction of the term from a Latin word ‘Movere ‘ and merely its significance is something that moves people to action. Further it is described this may be a physical or mantel thing which moves people for action, in the work environment there are physical and mental environment which can be given to employees to travel employees for action.

Harmonizing to AMTA-LIMRA ( USA ) employee motive is the lone tool which is available to do people to make what they have to make. This says that motive is the 1 and merely tool which can be exploited to acquire the upper limit from the employees.

Harmonizing to Jucius M.J. “ motive is the act of animating person or oneself to acquire a preferable way of action, to force the right button to acquire coveted action. ”

The significance of this is that motive is an accomplishment which should be carried out to acquire completed some work from set of employees or from people. And further it describes the motor factor for every individual will non be exact, it will be different individual to individual hence in actuating employees, and the employer should acknowledge the right incentive for that peculiar individual.

And besides there is a different definition of motive which speaks that “ Motivation is an interior province of head, which straits or directs behaviour towards the accomplishment of pre-determined ends. ”

This definition elaborates that for every people they have there ain provinces in there head where they want to accomplish, consequently in motive the incentive should clearly place the demands of that peculiar individual or group and act consequently to there demands.

The Lecture notes of Amarasingha D. For the Professional Qualification in Human Resource Management of Institute of Personnel Management Sri Lanka, farther discusses that motive is non merely agencies of money and it ‘s a mixture of finance and non fiscal motivates. Consequently when an employer needs to actuate his squad he should clearly specify what type of incentives will be the incentives for an exact group or group of people.

Consequently it can be concluded that employee motive is factor which enhances employees public presentations and every bit good as strike hard down under public presentation of employees, the motor factors of employees may be non fiscal incentives such as fillips, inducements etc, or non fiscal incentives such as wagess, acknowledgment, etc.

But as our research country is instead different from these actuating factors it is required study the consequence of concern moralss for the employee motive. So the following consideration was given to place what it means by concern moralss.

What is Business Ethic?

Harmonizing to the definition of Cheryl Cran ( 2010 ) , Business ethicsA is the actions that aA businessA clasps to in its day-to-day traffics with the universe. TheA ethicsA of a particularA concern can be varied. They apply non merely to how theA concern act together with the universe at big, but besides to their one-on-one traffics with a private client.

And besides as Gwendolyn Cuizon defined the Business moralss need that a company inspects its behavior in the way of the outside universe. It obtains into deliberation morality, right logical thinking and moralss application. For illustration, the concern director ‘s ethical doctrine of state of affairss does impact the director ‘s ethical beliefs. Moral beliefs are relevant to the overall guiding belief system at the back the person ‘s perceptual experience of right or incorrect.

Business moralss are applied in order to do certain that a positive needed degree of faith exists between clients and assorted signifiers of market participants with concerns. For illustration, a portfolio director must supply the same deliberation to the choice of household members and little single stockholder. Such patterns confidence that the populace is treated reasonably.

Effect of Business moralss on Employee Motivation

As the organisations accountable for maximal client satisfaction for their concern intents, organisations should maintain their liability of maintaining their employee dedication in their dedication in their field of work. In Business moralss, portion of this liability of the full organisation and their duty is enclosed in the nucleus values and rules. The concern moralss are besides guild the concern and their leaders to do determinations. It is because concern moralss consist with the rules in Torahs and ordinances, inner policy, and actions. Mostly organisations try to continue the concern moralss connected to merchandise quality, Healthy, safety, and competence and to accomplish these ends most organisations maintain up such moralss as being true, working with honestness, esteem, and justness and allied harmonizing to the rules and so on.

There are many issues in the concern moralss when involve in the practical degree.

Dedication to the environment

Keep the public assistance of the community

Enhancing the honestness in concern minutess and cut downing corruptness will assist the full organisation overcome the portion of development job.

Employee satisfaction means respond the demands of the people and importance of occupation design and occupation engagement.

( Info Abstracted by Baker G. [ 2001 ] . Motivation through demands, occupation design and satisfaction The Mc Graw – Hill )

This is a instance survey of American Xtal Technologies which can be recognized as an illustration for the result of concern moralss to hanker last Over 500 of employees were left unemployed.

In this instance American Xtal Technologies besides known as AXT was non able to percolate up the safety conditions of their workers. The mill itself functioned with less rigorous wellness ordinances in the on the job environment. This cause to do the organisational physical milieus creates potentially sick workers and diseases.

The deficiency of information, deficiency of risky preparation, and deficiency of doing safety steps to do certain that the air was non above toxic bounds are all rooted jobs which caused an ethical job for AXT and its old employees.

Even before begun observe the air quality in the works ; the company had carried out an internal air monitoring. The internal monitoring had been exposed that their employees had been exposed to over 21 times the tolerable bound for arsenic dust since 1999 and did small to inform, educate and better conditions for their employees. So consequently long last with the bad standing for the AXT direction, because that they have played the taking function in the misconduct for the organisation ‘s employees.

From this illustration we can clearly acknowledge that how the concern moralss can be affected non merely for the employee motive but even for the entire autumn down of the organisation. Because if they had an ethical attack on occupational wellness and safety they may can seize the position of that and consequence for even the success of the concern.

( Info Abstracted from: The Essay Paper of AXT Case Study And its Deadly Effects. hypertext transfer protocol: // )

An organisational civilization most likely to determine the high ethical criterions in one that ‘s high in hazard credence, low to chair in force, and focused on agencies every bit good as results. Directors in such a concern are supported for speaking hazard and innovating are dispirited from appealing in unchecked competition and will pay concentration to how ends are achieved every bit good as to what how ends are achieved.

If the civilization is strong and supports high ethical criterions, it should hold a really powerful and positive impact on employee behaviors.

For illustration Johnson and Johnson have a powerful civilization that has long stressed corporate duties to clients, employees, the community and stockholders in that way. When poisoned Tylenol ( a Johnson and Johnson merchandise ) was found in shop shelves, employees at Johnson and Johnson across the United States individually pulled the merchandise from these shops before the direction had even issued a declaration refering the meddling. No 1 had to state these persons what was morally right they knew what Johnson and Johnson would anticipate them to make.

( Info Abstracted from: Lecture notes, Silva J. [ 2007 ] . Organizational Culture, Professional Qualification in Human Resource Management of Institute of Personnel Management Sri Lanka )

Literature on the Virgin Media

Virgin Media ( officially Virgin Media Inc. ) is a British provider of Television, telephone and broadband cyberspace services to domestic and concern clients in the UK. The service is delivered chiefly through its fiber-optic overseas telegram web, headquartered on paper in New York City with maps based in Hook, North Hampshire, UK.

As the lone major overseas telegram company in the United Kingdom, it competes chiefly with the other major pay-TV operator, satellite-based British Sky Broadcasting which soon has more channels than any other supplier in the UK, and with free position, the free-to-air earthly service. While US-headquartered, Virgin Media merely operates in the United Kingdom, with central offices in Hook, Hampshire and its financial base in Bradford.

It is headquartered in New York City, and employs 17,000 people. The company recorded grosss of ?3,602.2 million during the financial twelvemonth ended December 2006, an addition of 85 % over 2005.


At the Centre, Virgin Management Ltd ( VML ) gives the consultative and managerial support to all of the different Virgin companies and their specializer Sector squad around the universe. Their employees in London, New York and Sydney offer regional support and between them and the Sector squads they manage Virgin ‘s involvements across the whole of the Virgin Group.

To assist pull off the growing and development of they have set up sector squads, each run by a Managing Partner. These of import functions look after involvements in air power, media & A ; telecom, fiscal services, wellness & A ; health, leisure, and Green ( clean engineering ) investings.

SWOT Analysis

To hold a comprehensive apprehension on the organisation of Virgin Media it was focused on state of affairs analysis of the Virgin Media and the method which was used to analyze the state of affairs of the organisation is that the SWOT Analysis. Consequently the SWOT analysis of the Virgin Media is as follows.

The prestigiousness of the trade name name and the invention that the name Virgin offers.

Virgin Media is the lone company in the United Kingdom that offers all four of the chief media services merchandises together, i.e. digital telecasting, broadband, fixed line telephone and nomadic phone bundles.

As they are offering all the services together, the company has obtained advantages of economic systems of graduated table as it is able to unite many of its general functions such as disposal and finance, therefore leting the company to monetary value more competitively for the benefit of its clients.

Technical ability and substructure are besides two of the cardinal internal strengths of the company, which have been browbeaten to build a market taking place

The merger between NTL and Telewest is still comparatively consequence for the organisation and there are cultural struggles between the two manners and the emerging Virgin manner.

In recent old ages, with their effort to be film editing of the organisation have effected to several redundancies and outsourcing of client services. This has caused for unsettled behavior and deficiency of trueness from staff

Because of the size and complexness of the administration, there are likely to be ongoing struggles which will necessitate to be managed if this cultural displacement is non to floor on the client experience.

The bank does non be after to pay dividends on its portions until the 2nd half of 2009 and this brand less attractive to investors in the twelvemonth.

The media sector is developing an outstandingly rapid mode, ensuing to giving infinite to turn the concern more over in the hereafter.
Ability to offer value auxiliary services such as on-line gambling or more foolproof broadband connexions
Technical inventions may available for companies can follow.

Rivals from other similar media companies such as Orange or BT who remain as big participants in the market.

Virgin Media is alleged to hold troubles with its substructure dependability, which could potentially allow rivals such as BT to increase market portion

The media sector as a whole is highly fast moving ; hence, the chief menace is that Virgin Media may neglect to stay velocity, accordingly losing its client base to another more advanced company

Methodology of the Study
The methodological analysis of this research survey can be divided into several subdivisions.

The first subdivision of the research survey trades with the literature reappraisal on several facets, foremost it finds out assorted articles, definitions, different surveies to precisely specify what employee motive is.

After clarify above from the literature, another wide reappraisal of literature has been carried out to place what is meant by concern moralss.

The following section of the survey trades with placing how concern moralss affects on employee motive and consequently a literature survey has been conducted about the Virgin media in order to acquire an overall thought about the organisation.

After that a complete inquirer study will be conducted with the employees ‘ of Virgin Media which will precisely happen out the impact of concern for employee motive. Apart from the inquirer study a direct interview will be conducted with selected relevant troughs of the Virgin media to farther analyze the findings and come to a decision.

Ultimately the survey will be concluded with successful findings on employee motive in footings of concern moralss of Virgin Media.


This thesis proposal is focused on the subject of “ Title: What is the function of concern moralss in maintaining the staff motivated and to increase the productiveness in Virgin Media ” . It means survey on placing How Does concern moralss of Virgin Media affects for the employee public presentation of the organisation.

Virgin Media ( officially Virgin Media Inc. ) is a British provider of Television, telephone and broadband cyberspace services to domestic and concern clients in the UK.

Main Aims of the survey is that to clearly specify the construct of employee motive, to understand what is meant by concern moralss and to happen out the impact of concern moralss on employee motive. Consequently this proposal study is focused on supplying background to the survey including research aims, research job, and range and restriction of the research, methodological analysis of survey.

Apart from that the chief focal point of this proposal was given on the literature reappraisal. Consequently in the first subdivision of the literature reappraisal was focused on the organisational background has been provided and so a comprehensive literature survey has been carried out to place what is employee motive and every bit good to deeply place what is concern moralss. Accordingly it was found out how important of the concern moralss in order to employee motive.

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