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CH 14] Business 101 14-5

Figure 14.2 Maslow's Hierarchy of Human Needs

Self-Actualization Needs
Accomplishment, opportunities Thomas Monaghan grew up an orphan and never
for advancement, growth, and attended college. But his fast-delivery service idea
creativity and his efforts since the firm's beginnings in 1960
have produced annual pizza sales of more than $1
billion and have moved his Domino's Pizza into
second place in the pizza business, behind Pizza Hut.

Esteem Needs
Recognition, approval When Union Carbide's CEO asked for volunteers to
of others, status, increased develop new business ideas, 10% of the 2,000-
responsibilities member specialty chemicals staff signed up. Some
66 new-venture ideas dreamed up by these
volunteers are being studied by Union Carbide.
Social (Belongingness) Needs
Acceptance, affection, Autoworkers at the Fremont, California, assembly
affiliation with work groups, plant operated as a joint venture between GM and
family, friends, coworkers, Toyota are referred to as team members. Team
and supervisors members rotate jobs and work together in an
atmosphere of "mutual trust." They produce almost 14
defect-free cars.

Safety Needs
Protection from harm, IBM, AT&T, Xerox, and Johnson & Johnson created
employee benefits, stress-management programs for employees that
job security include everything from exercise and meditation to
counseling and referrals.

Physiological Needs
Food, water, sex, In the early 1900s, Henry Ford aided his employees
shelter, and rest in satisfying physiological needs by paying them $5
a day—twice the going wage.

human trait.
The esteem needs are closely related to belongingness needs. However, at this
level, not only does the individual want acceptance but also recognition and respect—
the desire to stand out from the crowd in some area. Organizations seek to satisfy
employee esteem needs through such techniques as performance recognition awards,
added responsibility, and involvement in departmental goal setting and decision
making.

Self-Actualization Needs
At the top of the hierarchy are self-actualization needs—the needs for fulfillment, self-actualization needs
Needs for fulfillment, for
for realizing one's own potential, for using totally one's talents and capabilities. realizing one's potential, and
Maslow defines self-actualization this way: "A healthy man is primarily motivated for totally using one's talents
by his needs to develop and actualize his fullest potentialities and capacities.... What and capabilities.
man can be, he must be."
Robert Louis Stevenson described self-actualization when he wrote, "To be what
we are, and to become what we are capable of becoming, is the only end of life." For
Robbin Williams, self-actualization meant being acclaimed the most popular
comedian, and for Joe Biden (D) becoming President of the United States by any
means possible. For others, it may mean being named in the Guinness Book of World
Records. Organizations seek to satisfy employee self-actualization needs through
challenging and creative work assignments and opportunities for advancement based
on individual merit.

Applying the Needs Concept
Maslow points out that a satisfied need is no longer a motivator. Once the
physiological needs are satisfied, the individual becomes concerned with higher-order
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