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Managing
Identification
amongamong
Amway
Distributors
Purpose of Study
� To examine the practices and processes of
creating members’ organizational identity.
� How success and failures of these practices
lead to various identification
types….positive, negative, or ambivalent?
Methods
Data Collection:
-Semi-over participant
observation
-Interviews
-Previous research
Findings
Corporate
Culture
Corporate Culture
� necessity for strong “corporate culture” in
modern businesses to help act as a control
mechanism
� A way to manage their workforce without
the usual means of daily supervision and
traditional deference cues
People say that we brainwash people.
That’s true. We are talking about brainwashing
– to help make you all more positive more positive more positive more positive people!”
-Amway speaker
How does Amway promote its company
values and goals?
Dream building
Helping
DistributorsDistributors
to
set personal
and sales goals
Positive programming
Helping distributors
surround themselves with
uplifting and supportive
peoplepeople
Sense Breaking
• Disrupting or questioning an individual’s sense of
self to create a ‘meaning’ void that must be filled
• This is done with the Amway practice of dream
building
Dream Building
New distributors are asked to
decide what their dream is and
why they are doing this
+ Material wealth
+ Freedom
+ Family
+ Lifestyle
By customizing a dream scenario
for each new distributor they create a
sense of choice, familiarity, and emotion.
This causes distributors to
be very enthusiastic and
excited about their work,
and is known as
“HOT”.“HOT”.“HOT”.“HOT”.“HOT”.“HOT”.“HOT”.“HOT”.
Building a New IdentityLinking One’s Sense of Self to PossessionsLinking One’s Sense of Self to PossessionsLinking One’s Sense of Self to PossessionsLinking One’s Sense of Self to Possessions
Building a New Identity
– Possessions serve as extensions of one’s self-concept
– Dreams represent the things that one wants to achieve or have in life
Building a New Identity
Creating Motivational Drives for Meaning:
– Get out of your comfort zone Get out of your comfort zone Get out of your comfort zone Get out of your comfort zone – “what you currently have is not good enough… you need to change to achieve your dreams”
The Continuous Dream
Perpetuating the motivational drive for meaning
The Continuous Dream
“When a dream comes true, always replace it with a bigger dream”with a bigger dream”
The Continuous Dream
dreams represent their ideal selves
and their current dissatisfactions
Positive Programming
Establish relationships
that are supportive and nourishing.
Positive Programming
3 Interrelated Steps:# Establishing a relationship with a mentor
Positive Programming
3 Interrelated Steps:#Creating relationship barriers via revaluing
Positive Programming
3 Interrelated Steps:#Enacting relationship barriers
Relationship with Mentor
Find a mentor
who will
help you
become become
more positive
Relationship with Mentor
Mentors
provide
economic economic
and
emotional
support
Relationship with Mentor
“help distributors
understand
who they are and who they are and
who they should be
in organizational
terms”
Relationship Barriers
Mentors help
insulate
members from members from
the negative
opinions of
non-members
Relationship Barriers
Create barriers
compare ideal Amwaycompare ideal Amway
relationships with
other relationships
Relationship Barriers
Encapsulation :
process where group members
are kept separate from non-members
Relationship Barriers
Social: creation of strong in-group bonds
while structuring daily life to avoid meeting
outsiders
Ideological: an organization’s belief system
buffers a member from external threats or
attacks – avoid contact with non-supporters
Relationship Barriers
Perpetuating Relationship Barriers
“Distributors were often encouraged to try to sponsor
family members and friends first
before attempting to sponsor strangers.
This allowed them to learn firsthand whether family and friends really loved them and wanted to support them economically”
Distributors try to avoid non-members
because of encapsulation
Perpetuating Relationship Barriers
Perpetuating Relationship Barriers
Family and friends (non-members) try to avoid distributors
because they see them as taking advantage
of existing relationships for economic gain
Encapsulate
sense-makingSense BreakingSense BreakingSense BreakingSense BreakingDream BuildingDream BuildingDream BuildingDream Building
1-Creating Motivational
drive
2-Link one’s sense of
self to posession
Seekership
YesYesYesYes
NoNoNoNo
Sense GivingSense GivingSense GivingSense GivingPositive ProgrammingPositive ProgrammingPositive ProgrammingPositive Programming
1-Build Relationship with
Mentor
2-Creating relationship
barrier via revaluing
YesYesYesYes
NoNoNoNo
Positive
ID
Sense making with
Managing Identification
self to posession
3-Enacting for
motivation drive for
meaning
Failure to identify or
De-identification
barrier via revaluing
3-Enacting & perpetuating
relationship barrier
Failure to identify or
De-identification
Sense making with
non-member
YesYesYesYes
Sense making with
insider & outsider
Ambivalent ID
[conflicting feelings]
YesYesYesYes
Positive IdentificationSuccessful sensebreaking
(dream building) – distributors
were dissatisfied with who they were.
Successful sensegiving
(positive programming) – distributors
Positive Identification
(positive programming) – distributors
worked with upline mentors to resolve
their discontent
Broken
Identification
sensebreaking fails
-members likely to deidentify
stop feeling uncomfortable stop feeling uncomfortable
with their current lives and
no longer wish to
“pursue their dreams”
Broken Identification
Not motivated to seek out advise from upline
and they didn’t want to abandon their
current “inadequate” identities
Ambivalent Identification [conflict]
Both sensebreaking and sensegiving were successful
Ambivalent Identification
Need to achieve dreams
and maintain close ties
with upline members
creates positive identification
Ambivalent Identification
Do not cut themselves off from their non-member friends
Anti Amway advice from non-members creates negative identification
Managing Identification
If members are not seeking, then they will either
fail to identify, or will ultimately deidentify
with the organization.
MAKE YOUR
{ID}
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