Master of Science in International Business

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Women’s inclusion in the Board of Directors A comparative analysis between the United Kingdom and Mexico.
(Griffith College, 2021) Zyanya Ramírez Tapia
Gender balance in companies and more specifically in the board of directors has slightly improved in the recent years. This research is motivated by the interest of achieving an understanding from companies about the scope of having a greater number of women on the board of directors. Mexico and the United Kingdom have a very huge difference in the rates of women on boards in each country. Thus, the research objective is to understand what are the factors that determine the differing participation rates of women in the board of directors in the United Kingdom and Mexico? The research question is answered through a review of studies that have already been carried out in each country and additionally through interviews with women who are leaders in companies in both countries. The findings show that it exist four factors that are the most influential in the number of women participating in the business world. Those factors are cultural, flexibility, the labour force that is the availability of suitably qualified member of the labour force, and family firms, in Mexico 83% of the companies belongs to Mexican families. (Encalada J., Martin Reyna J., 2017) These results indicate how cultural variation is a factor of great importance in each country, since the United Kingdom is more aware of the problems that happen in the world and questions what they need to do to change them. However, Mexico is a country with a “machismo” culture where men are still seen as those who are dedicated to work and women are still perceived as ‘the housewife’. This makes the country more inflexible to change due to its norms and culture. With this in mind, it is recommended to create an Institution in Mexico that regulates the number of women within companies in all positions and especially in the boards of directors. This institute should also help raise awareness in Mexican society of how important women are in the business world and to motivate them to continue developing their professional careers.
Customer Retention Strategies in Panda Retail Company at Saudi Arabia
(Griffith College, 2021) Deepak Mysore Srinivasa
Retention strategies or loyalty program is defined as systematic marketing initiatives that rewards and encourages loyal purchasing behavior among the consumers. Such purchasing behavior of the consumer ultimately benefits the company in the end. The present work focuses on studying various customer retention strategies in Panda Retail Company at Saudi Arabia. The research tries to assess the impact of customer retention strategies of panda retail stores on the purchasing behavior of their consumers. The proposed work is descriptive approach and applies sampling technique for selecting a sample of valid 205 respondents. Data is collected from secondary sources, and paired t-test was applied for analyzing the data by using SPSS software. The paper concludes that retention strategies are a good option for retail stores for retaining and attracting consumers and they should practice it regularly.
The Perils, Predicament of Giggers in the Food Delivery Sector in Dublin
(Griffith College, 2021) Somanathapura Veerabhadraiah, Sachin
This dissertation elucidates the various precarious work conditions inherent in platform-based work, particularly in last mile food delivery sector in the city of Dublin. It includes quantitative analysis of 95 food delivery riders’ responses towards the substandard, precarious working conditions, earning patterns, the existence and proportion of riders in the grey market where an individual leases a rider account for a weekly fee enabled by the platform providers by means of substitution, which causes decreased earnings of such gigger/delivery rider resulting or contributing as a factor for emotional distress, the impact of eased COVID-19 restrictions on their earning potential, work satisfaction and emotional wellbeing, what are their expectation in addressing the issue pertaining to their employment status. Working conditions in platform-based jobs through the eyes of delivery riders and the need to provide better working conditions, employment rights to provide a social safety net for their psychological wellbeing is depicted. It is also found that earnings of a delivery drivers/riders per hours of effort put in generating revenue for the platform providers are well below the national minimum wages as opposed to the claims made by the platform providers to be on par with the national minimum wage and (earnings claimed to be above during peaks hours) causing psychological distress to the delivery riders in addition to the physical exhaustion involved in the kind of work carried out. Bivariate analysis carried out to identify the relationship between the emotional precariousness /distress faced by the food delivery riders owing to the working conditions, earnings, and employment benefits is found statistically significant i.e., the food delivery riders in Dublin are exposed to emotional distress. However, given the financial and time constraints the study is limited to the city of Dublin. Therefore, the generalisation of the results is limited.
The Effects of Corporate Social Responsibility (CSR) on the Buying Intentions of Millennial Consumers of Fast Fashion in Ireland: A Case Study of International Millennial Students in Dublin Colleges.
(Griffith College, 2021) Chinedu Ifechukwude Ezegbu
The current study explores the effects of Corporate Social Responsibility (CSR) of fast fashion brands in Ireland on the buying intentions of millennial consumers. It involves international millennial students from three colleges in Dublin within the ages 24-30 who in 2021 are the youngest millennials based on Cone Communications’ research showing millennial variables. Millennials are perceived to be ethical and show the most awareness of business activities than other generations. However, despite this, they are consumers of fast fashion which is known for its sustainability issues. The research’s objectives are three-pronged: firstly; critically evaluating the CSR awareness level of millennial college students who are consumers of fast fashion. Secondly; the extent to which CSR activities of fast fashion firms affect these millennials’ buying intentions are determined and explored. Thirdly, factors that are most critical in influencing these millennials’ decisions to purchase from fast fashion brands are identified. To achieve these objectives and provide the study with the necessary structure, the under-listed research questions were put forward: What is the level of awareness of international millennial students in Dublin colleges regarding CSR initiatives of fast fashion brands in Ireland?; Does the social responsibility of fast fashion businesses have any real influence/effect on these millennial consumers’ intentions to purchase? and What factors are most critical in influencing the intentions of these millennial consumers to purchase from fast fashion brands? The research is exploratory and adopts a case study approach. It is qualitative in nature and the primary data collection method - semi-structured interviews were conducted for 9 participants from three colleges in Dublin. Also, the sampling method utilised for the sample selection is non-probability sampling– purposeful sampling. Qualitative Data Analysis was adopted to analyse the participants’ data and consumer buying behaviour theories such as Theory of Reasoned Action (TRA) and Perceived Consumer Effectiveness (PCE) and were used to shed more light on the behaviours of this cohort. The research findings illustrate a good level of CSR awareness of the respondents as they recognise that fast fashion brands should have social responsibility. However, they are predominantly unaware of CSR initiatives of fast fashion brands in Ireland and factors like product price, quality and design/style are shown to play much more prominent roles in guiding the international millennial students’ purchasing intentions and not CSR activities of these brands.
What drives adolescents’ performance: An explanatory research on motivation, aspiration and goals of high school students
(Griffith College, 2015) Matthias Bitdinger
This study showed that motivation did arise from specific situations and did depend on the distinct surroundings in the life of the high school graduates. Additionally, it showed that the ability of articulating motivation can be directly correlated with the level of motivation present in an adolescent. Furthermore, the outcome of this research was a diagram that links the type of motivation with performance and how different motivators can influence it. The objectives of this study were to find out whether high school participants are already able to articulate their motivation and what their main motivational drivers are regarding performance. In addition to this, this research also found out what influence the work environment, atmosphere and rewards have on the individuals. At last, a mismatch between the expectations of the future employees and employers is investigated. In order to gather the necessary data for this research, semi-structured, qualitative interviews with partly open-ended questions were used. Motivation is present in each and every individual, the only difference is that some are more able to articulate it and know exactly what motivates them, while others have not identified their motivational drivers yet. Hence, making it a very complex, diverse and especially individual subject that depends on a number of varies parameters. The interviewed individuals’ underlying motivational drivers were independence and freedom which subconsciously influenced their decision making. This was the result from their directive nurture and the organised educational school life.
The Impact of Financial Statement Analysis on Investing and Management Decision Making. A case of Allied Irish Bank Group Plc.
(Griffith College, 2019) Usoroh Idemete Akpan
This research work was carried out with the aim of analysing the impact of financial analysis on investing and management decision making: A case study of Allied Irish Bank Group Plc. The problem of financial reporting is not a recent issue; therefore, several committees were set up to mitigate on these loopholes especially after the collapse of Enron and WorldCom. The study was anchored on the asymmetric information theory. The research is purely empirical with both primary and secondary data for the study sourced from the management of Allied Irish Bank Group Plc and the 2018 audited annual report of the company respectively. Descriptive statistics was used in analysing descriptive data from the primary survey while chi-square was used in testing the hypotheses of the study by developing a contingency table which took into consideration different variables to support the research objectives. The result of the hypotheses showed that; financial analysis is the best yardstick for measuring management efficiency in the absence of new project, financial statement analysis arriving at previous dividend payment does not influence the choice of investors in Allied Irish Bank Group Plc, financial statement analysis does indicate the good performance of an organisation, that there is a positive correlation relationship between profit after tax and proposed dividend of Allied Irish Bank Group Plc and lastly there is a positive correlation in the price movement between Allied Irish Bank Group Plc and Bank of Ireland (Its peer) . The study among others recommended that the bank should continuously review its mid to long-term strategy as this will in turn create value for the company which will encourage investors and shareholders.
Archetypal branding of Wall’s ice-cream to Millennials in Ireland.
(Griffith College, 2015) Gráinne Mellett
Modern-day marketers are operating in a global, twenty-four hour market place, inundated with similar offerings. To succeed is to differentiate oneself from the competition, and in order to do so a company needs to become a brand; they need to go beyond the logo and develop a meaning system – a personality. One approach to the personification of brands is archetypal theory which helps a company develop a consistent brand around an archetype that acts as a “guiding star” or “true north” for all communications and enables a deeper emotional connection with consumers. This research explores how a suitable archetype for a brand is identified as applied to Unilever’s Heartbrand ice-creams in Ireland. This was achieved with a multi method approach that examined the brand the company had built alongside the brand they hoped to become, as well as consumers’ perceptions of the brand. This research discovered that the company had built a consistent brand in their previous communications to consumers prior to focusing their marketing efforts on branding, but that since turning their focus towards brand era marketing they had diluted their meaning system. The implications of this research were twofold. Firstly, that archetypal branding would serve to bring the company back on brand for all current and future campaigns; and that the archetype that their “true north” should be built around was a combination of the Trickster and the Enthusiast. And secondly, that there is sufficient potential for this approach to play a role in the creation and management of brands.
The influence of subjective norms on Bretons’ attitudes: The case of AB fresh foods.
(Griffith College, 2015) Lucie Le Goff
The aim of this study was to identify subjective norms that shape individuals’ decisionmaking processes, and analyse their power of influence, especially concerning organic fresh foods purchases. In order to understand this social influence, fifteen Breton organic food buyers have been interviewed with intent to collect their personal opinions. Data on their buying habits also have been collected and strongly supported the fact that fresh foods are the most popular products. Three main consumer profiles could have been reached from this qualitative survey, which could be defined as regular consumers, irregular consumers and consumers in conflict, according to their shopping habits and the perceived pressure over their purchases that modify their behaviour. Social status was not deemed to play an important role, but the presence of children could be considered as a crucial factor. While external factors related to product characteristics, such as price, taste, origin or label, have an impact on consumers’ perception of organic products, family members and friends could reinforce or, on the contrary, mitigate individuals’ beliefs. Peers from furthest referent groups, colleagues, fellow members in associations or sports clubs for instance, did not have the same power on individuals, because their opinion seemed to be less legitimate. However, within the circle of friends and family, a two-way influence was possible, since some individuals were aware of their own power of influence. Generally, this research showed that these consumers have positive beliefs and attitudes toward organic foods as well as the AB label, but their knowledge level about what it implies was not widespread. Only the cluster of consumers in conflict demonstrated distrust and scepticism, as they had to face divergent views from different sources of information. These new consumption patterns are difficult to analyse, as there are lots of different .opinions and ways to behave, which are inherent to accessibility issues. Thus, the main issues resulting from this research was the lack of information easily at the disposal of individuals, and their lack of deeper research on this subject. Besides, financial and geographical accesses also restrain the popularisation of such products.
Exploring generational perceptions of pro-environmental packaging advantages: A case study of the packaging innovation of ‘compressed’ deodorants in Germany
(Griffith College, 2015) Susanna Besier
Over the past decades, public concerns about the environment have kept increasing. Conscious consumption has therefor become more and more important to consumers. Progressively, sustainable product advantages have become the decisive reason for buying a good. However, the actual influence of sustainable packaging innovation on consumers’ buyer’s decision has hardly been studied so far. Therefore, this study aims to find out, if the pro-environmental advantage of a sustainably packaged personal care product can be the distinctive factor in a consumer’s buying decision. The special case of Unilever’s ‘compressed’ deodorants was used in order to examine consumers’ motivators and barriers when buying a pro-environmental good. An additional key aim of the study was to explore, whether this newly packaged deodorant is seen as a trustworthy measure to promote sustainability or as being a greenwashing ‘portion-shrink’. A single case study design with two embedded units of different age generations were used to conduct 22 qualitative interviews. The respondents belonged either to the Babyboomer generation or the Generation Y, also known as Millennials. The data revealed that the main influencing factors in selecting a sustainable packaged deodorant were not pro-environmental advantages of the product’s packaging, but aspects such as quality, convenience and price. Relating to the sub-question, whether the ‘compressed’ deodorant could be seen as a credible measure to promote sustainability, it was found out that consumers needed additional information in order to be able to evaluate the correctness of the statement claimed ‘same effect – smaller size’. If sufficient information is not provided, the smaller packaging cannot function as a more reliable measure to promote sustainability. It seems that although the packaging innovation of ‘compressed’ deodorants could be seen as a proper measure to support sustainable consumption, consumers seem not yet ready to choose pro-environmental product advantages in favour of convenience or quality aspects.
The influence of brand image on Generation Y consumers at electronic dance music festivals by creating a sensory and relational experiential environment linked to global brands.
(Griffith College, 2015) Lauren E. Hudson
This study shows that global brands can enhance their overall brand image by becoming involved in the sensory and relational EDM experience, depending on the type of brand, its personality and whether the Generation Y festivalgoer enjoyed consuming the brand within the festival experience. The dissertation focused on exploring a global brand’s involvement in the sensory (visual and sound) and relational (social) experiential environment of an electronic dance music festival in relation to enhancing brand image among Generation Y. The approach was taken from a social constructivist point of view that is exploratory and interpretivist in nature. The inductive research was conducted through a triangulation method, combining qualitative and quantitative data. The participant observational qualitative data was conducted through the experience of the researcher, by observing two global beverage brands, Red Bull and Heineken, at the EDM festival, Ultra Europe. Quantitative studies were explored through conducted surveys based on the research objective and conceptual framework. The surveys were completed using a non-probability purposive sampling method with 20 participants for the Heineken survey and 46 for the Red Bull survey, which was distributed via social media. The research uncovered the positive relationships and themes between the EDM experience, brand involvement and brand image based on the investigative studies of Red Bull and Heineken at Ultra Europe. Limitations to this research were evident due to the small sample size and bias of the researcher. Suggestions are made that in order to enhance the overall brand image in the sensory and relational experiential environment of an EDM festival, the global brand must already be seen as youth-conscious or energetic among Generation Y. If this is not the case, assumptions are made that the brand should consider taking an active involvement within the experience. Although this study lacks firm conclusions as the research is exploratory and interpretivist in nature, the data presents and analyses each factor of the created conceptual framework in relation to the research objective. This conceptual framework can be used for future studies, as assumptions are made that the framework is insightful in measuring how global brands should become involved in the sensory and relational experiential environment of an electronic dance music festival.
Cultural Branding and Storytelling : In the context of the skiing industry
(Griffith College, 2015) John Ward
In this dissertation the concept explored was the use of cultural branding in conjunction with storytelling in the marketing of destinations, with ski destination acting as the main context for discussion. This dissertation also examines how storytelling is used in the marketing within the ski industry. This paper explored which storytelling practices and brand theories could be best suited to the field of tourism marketing, with a focus on ski destinations. It is identified within this paper how storytelling can be used in the marketing of destinations, and how it can be used to connect brands to a wider audience. The process data of collecting data for this paper was through a series of open-ended interviews with experts with professional backgrounds from branding, national tourism, storytelling, and the ski industry. The results indicate that there are doubts over whether the principals of cultural branding are best suited to the marketing of destinations, although there is a scope for more research to be conducted. This research also found that storytelling is an effective tool for the marketing of destinations and for brands to communicate and emotionally connect with mass markets by triggering subconscious motivations through the use of storytelling. Marketers working within the ski industry are recommended to identify their strongest brand assets in order to understand the motivations on their customers and to encourage their customers to create their own user generated content in order to promote their brand story.
The Naming Right Deal – Assessment of the European Market and the Fans’ Attitudes
(Griffith College, 2016) Dorian Misser
The dissertation purpose was to establish an overview of the actual situation on the Naming Right market in the European market and to provide insights about the different elements that compose the reaction of the fan. This a new practice in Europe, only massively developed before the 2006 World Cup hosted by Germany. The methodology was to understand the current situation in Europe through different countries and different sports and to analyse the different reactions posted by the fans on the forums related to the clubs news. It was obvious that there is real differences between the North American and the European market in terms of market development. The European countries can be divided in two subparts within which France, Italy and Spain are the most backward countries and United Kingdom and especially Germany that are really forward. The fans attitudes has been divided upon three themes: Culture related, Finance related and Globalisation related. This research has pointed out two main element in relation to the fans attitudes towards the Naming rights deals, this was that the culture is an essential part of the club and that they could have negative reactions if they understand that this practice may distort the club history. The second important matter concerns the branding from the naming right owner, the communication needs to be thought carefully by the brand.
An exploration of the determinants of the Irish dairy sector’s performance over the next ten years in the post milk quota era
(Griffith College, 2015) Colin Fogarty
The removal of the EU milk quotas on April 1, 2015 after more than 30 years since their establishment is viewed as a significant growth opportunity for Ireland and the EU overall. The primary reason for deciding to end milk quotas is due to the considerable increase in consumption of dairy products in recent years, especially on the world market. With this trend projected to continue into the future, the previous quota regime is viewed as a measure that prevented Irish producers from responding to growing world demand. The objective of this thesis is to develop a ten year forecast for Ireland in a post EU milk quota era. The central question that this dissertation leads from is establishing the impact that the abolishment of EU milk quotas is having on the current milk price in Ireland. From there, a short to medium assessment of how Irish dairy production is likely to evolve in the next one to four years is projected, followed by a forecast of Irelands long-term prospects up to and including 2025. The target markets of Irish dairy produce are then assessed including Ireland’s production strategy. Finally, an in-depth assessment of how farming structures will change as a result of EU milk quota removal is then forecasted.
Implementation of female leadership characteristics within the German football industry – Illusion or possible option?
(Griffith College, 2015) Michaela Christine Jackwerth
In this study, it was shown that female leadership traits are of use within a male dominated industry but in combination with male leadership skills only, a socalled androgynous leadership style. These findings were related to the time this thesis was written. The dissertation examined the use of female leadership characteristics within the German football industry, differences between male and female leadership styles in general as well as within the chosen male domain. Furthermore, situations in which female characteristics are of benefit were identified. In order to identify stereotypical way of thinking related to gender in leadership positions within the football industry in Germany an experiment was being conducted, followed by an in-depth face-to-face interview with persons from different departments of one football club. Half of the participants were female to create a fair and equal unit of analysis. The majority of the participants, women as well as men, were of the opinion that the female leadership style, as one, cannot be used within the football industry but in comparison with masculine traits. This special form of leadership style is the so-called androgynous leadership style. Referring to the research findings, the German football industry will not be prepared to have the female leadership style only within the near future but evidence for the acceptance could be identified.
A Study of the Impact of Employability Criteria on the Employment Level of Minority Ethnic Groups in Small and Medium Scale Enterprises in Dublin.
(Griffith College, 2020) Sopiriala Tekena-Lawson
Studies carried out by previous authors suggested a perceived labour market inequality towards minority ethnic groups (persons from outside the EU) within the Irish labour market which was deemed to be caused by different forms of taste-based discrimination and prejudicial views against minority ethnic individuals. My research was aimed primarily at identifying the particular employment criteria that have impacted the employment level of minority ethnic groups and test if the same situation argued by previous researchers still exist today. The review of the available literature built the base from which the conceptual framework was built which served as a guide in carrying out my primary research. The study was based built around specific concepts like how cultural differences influence recruitment, the effectiveness of employment equality policies and factors that influence decision making in the recruitment process. The data was collected through semi-structured telephone interviews with recruiters and HR officers on what goes on during the recruitment process and how various employability criteria impacted their decision making. The findings showed that the major employability criteria that has impacted the employment level of minority ethnic nationals are societal culture in terms of communication, legal right to work in terms of legal right to work in many SME’s and the rating of educational qualifications based on countries where they were obtained. The findings also contrasted with the views of previous researchers in that the cause of perceived labour market inequality is not due to prejudice but rather difficulties in cultural assimilation and factors outside the scope of employment equality policies available in Dublin based SME’s. I have therefore recommended additional primary research be done from the job seekers point of view and a need divide minority ethnic groups into smaller distinctive groups based on culture and nationality as they each have different characteristics.
Understanding Organisational Development and Change Management Plan in the public sector. A case study within a Brazilian semi-state organisation.
(Griffith College, 2014) Gabriel de A. Mascarenhas
In turbulent times, organisations should adapt, reconstruct, evolve, or even revolutionise their business processes or models. Consequently, the ways by which organisations manage their planned changes aid achieving those objectives. Actually, 60 to 70 percent of organisational changes fail for many reasons. Nonetheless, the implementation stage is recognised as the highest failed-state. Semi-state organisations have meaningful role for country's economic and social development. And in turbulent times as well, they need to perform changes. This study evaluates how semi-state organisations perform changes, which are the main barriers for change management and how they seek their future. This study assesses a Brazilian semi-state organisation in order to come up with the answers. Firm's organisational climate survey is assessed to figure out whether this firm has an ingrained culture for change matching with interviews with line managers and employees. At the end a suggested CM model is built up fostering the studies about change management within semi-state organisations. Gabriel de A. Mascarenhas Key Words: Change initiatives, Change Management, ADKAR model, Positive model, readiness, organisational capabilities, change efforts, context, culture
Implementation of female leadership characteristics within the German football industry – Illusion or possible option?
(2015) Jackwerth, Michaela Christine
In this study, it was shown that female leadership traits are of use within a male dominated industry but in combination with male leadership skills only, a socalled androgynous leadership style. These findings were related to the time this thesis was written. The dissertation examined the use of female leadership characteristics within the German football industry, differences between male and female leadership styles in general as well as within the chosen male domain. Furthermore, situations in which female characteristics are of benefit were identified. In order to identify stereotypical way of thinking related to gender in leadership positions within the football industry in Germany an experiment was being conducted, followed by an in-depth face-to-face interview with persons from different departments of one football club. Half of the participants were female to create a fair and equal unit of analysis. The majority of the participants, women as well as men, were of the opinion that the female leadership style, as one, cannot be used within the football industry but in comparison with masculine traits. This special form of leadership style is the so-called androgynous leadership style. Referring to the research findings, the German football industry will not be prepared to have the female leadership style only within the near future but evidence for the acceptance could be identified.
An exploration of the determinants of the Irish dairy sector’s performance over the next ten years in the post milk quota era
(Griffith College, 2015) Fogarty, Colin
The removal of the EU milk quotas on April 1, 2015 after more than 30 years since their establishment is viewed as a significant growth opportunity for Ireland and the EU overall. The primary reason for deciding to end milk quotas is due to the considerable increase in consumption of dairy products in recent years, especially on the world market. With this trend projected to continue into the future, the previous quota regime is viewed as a measure that prevented Irish producers from responding to growing world demand. The objective of this thesis is to develop a ten year forecast for Ireland in a post EU milk quota era. The central question that this dissertation leads from is establishing the impact that the abolishment of EU milk quotas is having on the current milk price in Ireland. From there, a short to medium assessment of how Irish dairy production is likely to evolve in the next one to four years is projected, followed by a forecast of Irelands long-term prospects up to and including 2025. The target markets of Irish dairy produce are then assessed including Ireland’s production strategy. Finally, an in-depth assessment of how farming structures will change as a result of EU milk quota removal is then forecasted.
What drives adolescents’ performance: An explanatory research on motivation, aspiration and goals of high school students
(2015) Bitdinger, Matthias
This study showed that motivation did arise from specific situations and did depend on the distinct surroundings in the life of the high school graduates. Additionally, it showed that the ability of articulating motivation can be directly correlated with the level of motivation present in an adolescent. Furthermore, the outcome of this research was a diagram that links the type of motivation with performance and how different motivators can influence it. The objectives of this study were to find out whether high school participants are already able to articulate their motivation and what their main motivational drivers are regarding performance. In addition to this, this research also found out what influence the work environment, atmosphere and rewards have on the individuals. At last, a mismatch between the expectations of the future employees and employers is investigated. In order to gather the necessary data for this research, semi-structured, qualitative interviews with partly open-ended questions were used. Motivation is present in each and every individual, the only difference is that some are more able to articulate it and know exactly what motivates them, while others have not identified their motivational drivers yet. Hence, making it a very complex, diverse and especially individual subject that depends on a number of varies parameters. The interviewed individuals’ underlying motivational drivers were independence and freedom which subconsciously influenced their decision making. This was the result from their directive nurture and the organised educational school life.
What drives adolescents’ performance: An explanatory research on motivation, aspiration and goals of high school students.
(Griffith College, 2015) Bitdinger, Matthias
This study showed that motivation did arise from specific situations and did depend on the distinct surroundings in the life of the high school graduates. Additionally, it showed that the ability of articulating motivation can be directly correlated with the level of motivation present in an adolescent. Furthermore, the outcome of this research was a diagram that links the type of motivation with performance and how different motivators can influence it. The objectives of this study were to find out whether high school participants are already able to articulate their motivation and what their main motivational drivers are regarding performance. In addition to this, this research also found out what influence the work environment, atmosphere and rewards have on the individuals. At last, a mismatch between the expectations of the future employees and employers is investigated. In order to gather the necessary data for this research, semi-structured, qualitative interviews with partly open-ended questions were used. Motivation is present in each and every individual, the only difference is that some are more able to articulate it and know exactly what motivates them, while others have not identified their motivational drivers yet. Hence, making it a very complex, diverse and especially individual subject that depends on a number of varies parameters. The interviewed individuals’ underlying motivational drivers were independence and freedom which subconsciously influenced their decision making. This was the result from their directive nurture and the organised educational school life.

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