Motivation von Mitarbeitern eines Franchise-Unternehmens: Ein seminaristischer Ansatz unter besonderer Berücksichtigung der Corporate Identity
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Inhaltsangabe: Einleitung: Das stetige Wachstum des Franchisings ist über Jahrzehnte zu beobachten und wird wohl auch in Zukunft nicht an Bedeutung verlieren. Franchising ist ein vertikal" kooperatives Vertriebssystem, beim dem der Franchise-Geber dem Franchise-Nehmer das Recht einräumt, sein ausgebildetes Marketing- und Vertriebskonzept gegen Zahlung einer Lizenzgebühr zu nutzen. Dem Franchise-Geber und dem Franchise-Nehmer sind jeweils bestimmte Aufgabenbereiche zugeordnet, die eine ergänzende Wirkung haben, so dass eine Win-Win-Situation für alle Beteiligten entstehen soll. Ein besonderes Augenmerk ist dabei auf die Corporate Identity (CI), der nach au en und innen wirksamen Unternehmensidentität, zu richten. Ihr hoher Stellenwert in Franchiseunternehmen, wie auch ihre stetige Weiterentwicklung zur Anpassung an sich ändernden Umweltfaktoren, stellen an die Mitarbeiter hohe Anforderungen. Grob lassen sich die Ziele der CI wie folgt darstellen: die Setzung klarer Prioritäten über Vermittlung der Unternehmenswerte und die Schaffung einer Identifikations- und Vertrauensbasis gegenüber den Bezugsgruppen. Struktur und Erfolgsfaktoren der Franchise-Unternehmen sowie die komplexe Corporate Identity bedingen, neben den sachlichen Anforderungen an Führungskräfte, in hohem Ma e auch motivationale (soziale) Kompetenzen. Nach Erkenntnis der Personalpsychologie ist Motivierung eine komplexe Führungsaufgabe, die vor allem die Kenntnis der grundlegenden Prozesse der Motivation und ihre Übertragung auf die individuelle Persönlichkeit verlangt. Ein orientierender Blick entlang der Zeitachse (leistungs-) psychologischer Erkenntnisse (begrenzt auf Motivationspsychologie, Leistungsmotivation und Motivationsstruktur) zeigt, dass es zweck- und tätigkeitszentrierte (intrinsische versus extrinsische Motivation) Anreize gibt, die das Handeln von Menschen (Mitarbeitern) bestimmen. Wie diese Anreize wirken stellt das Erweiterte Kognitive Motivationsmodell" von Heckhausen dar. Der
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