Resumen

ELSTEIN, Daniela. La importancia de la motivación económica. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2013, n.45, pp.189-202. ISSN 1853-3523.

Motivation is considered one of the most important factors both for the directors of companies, such as those responsible for Marketing. The importance of motivation will not be questioned in the following lines, but making use of the ideas of two great thinkers of the stature of Herzberg and Maslow, seek an answer to how, when and to what motivate our staff. Using three categories of motivation and a special segmentation of these categories, we will answer the above questions. Another important point we will discuss it is the frequent discussion on the dichotomy represented by homo economicus, the one that streamlines all its decisions based primarily on a cost-benefit equation, versus homo - socialist, who will make their decisions based on their sense of belonging, recognition and power. This analysis, like the aforementioned theories, is part of the conceptual basis of this proposal. The central idea of this article is based on the analysis of these concepts and theories, to establish a hierarchy of needs and motivations applied only to Human Resources. Also will try to hold a "segmentation" of personnel from different organizations. The best results can not be achieved through training and benefits, but by establishing a genuine program of Talented Staff Strategic Development, the leading intangible asset in present organizations. Our goal then is to provide a tool to help to achieve this.

Palabras clave : Employees; Motivating attraction; Motivational belonging; Needs; Retention motivators; Segmentation; Strategic development; Talent.

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