CASE: AMAZON AS AN EMPLOYER

SITUATION ANALYSIS:
Charles Dickens in his novel `Hard Times`, one of the most critical novel of the
industrialisation , wrote `‘It was a town of red brick, or of brick that would have been red if the
smoke and ashes had allowed it; but as matters stood it was a town of unnatural red and black
like the painted face of a savage. It was a town of machinery and tall chimneys, out of which
interminable serpents of smoke trailed themselves for ever and ever, and never got uncoiled`.
This phrase may have been written in 19th century but it can easily be used to summarize 21st
century corporate world where tall chimney can be put analogous to tall targets that are being
set for the workers and smoke could be made analogous to the burning and churning employees
physiological and psychological health.
Work environment which includes long working hours, reprimand of employees on not
meeting targets and no perks for extra efforts indicates that Amazon the biggest internet-based
retailer in United States seemed to be use challenging stressors too much, which has actually
increased the demands (obligations, responsibilities and pressures ) for the employer beyond
what most of them can cope up with their resources . Further organization is engulfed in
conservative ideology which is clearly indicated by their believe that raising by the women
hinders advancement of their career.
However, there is section of people who actually finds this pressurized work environment in
the organization as exciting and motivating. Such people have need for achievement which
drives them to excel in their field. However, being small in number they don’t truly reflect the
true picture of the voice of the employees.
This however be attributed to individualistic culture that united states of America have.
Americans care increasingly about themselves and less about larger collectives.

Problem statement:
1) How to prevent dent to the brand image which has occurred due to the publication of
the article against amazon`s work culture in the New York Times?
2) How to improve work culture without affecting the innovation and productivity of the
organization?

Criteria:
1) Repair & Maintain its public image which has got a hit after the publication of article.
2) Follow inverted u-shape pattern between performance and stress which was given by
Rim Yerkes and J.D Dodson.

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Objective: To maintain innovation and productivity of the organization by keeping the
motivation of employees up and stress under check.

Alternative:
1) Publishing interviews of the present employees to change the narrative and showcase
the positive work culture that company has. This must be followed up by actually
reducing work load off the employees.
2) Invite The New York times and let it spend one day in the company and let it publish
another article.
3) Introduce some stress busting activities within the organisation so that employees are
able to cope up with the work load

Evaluation:
1) It solves the real problem for the company by mending its public image which is at
stake. Further company must work towards having some reduction in work loads that
employee are facing.
2) It is feasible but can backfire if narrative changed that Amazon has bribed media to
show positive publicity. Further, it doesn’t solve the problem of stress that workers are
facing.
3) This can be done through redesigning of jobs, sabbaticals and wellness programs.
However, it doesn’t solve the real problem of dent in the company`s image in minds of
the people

Alternative chosen:
Publishing interviews of the present employees to change the narrative and showcase the
positive work culture that company has. This must be followed up by actually reducing work
load off the employees.

Implementation: Foremost priority of the Amazon company is to repair the public image
which has got a hit after the publication of the article. This must be addressed first by the
company and this could be done by showcasing the interviews of the present employees of the
company by some other media both print and digital. this would send a positive signal mong
the public and business fraternity about the positive work culture. In the interview workers
could tell about how amazon is the best place to work for and how work is allotted in such a
way that they feel motivated while doing it.
This must actually be followed by actually reducing the work load of the employees and plan
management of the stress because as according to a pattern found out by Rim Yerkes and J.D
Dodson in their journal of comparative neurology and psychology between performance and
stress which came out to be of inverted u-shape where performance increases up to a level with
increase in stress but after that performance reduces. Thus, Amazon must maintain the stress

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within optimum level to get maximum feasible performance and this could be done by planning
the work for the employees, job rotation, providing sabbaticals or leaves.
However, company should continue to focus on innovation if it needs to stay on the rise.

Contingency plan:
However, if plan doesn’t work to solve the public image problem, then Jeff Bezos may himself
come up with some sort of interview with some media channel and tell what all company do to
keep innovations and motivation of the employee high. he must tell about the stress busters that
company provide to the employees. he can further tell about the scheme where employees may
directly email him in case of any issue that they may have.

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