A Study And Overview Of Vodafone Commerce Essay


The researcher should write the outline for research proposal; researcher is keen to the HRM practices, due to which the current research is based on, “how to increase employee commitment to the organization, what type of HRM policy improves employee participation in the company”. (By looking Vodafone )the researcher will include research topic, research aim, objectives, and research questions.

The fast growing competition in the retail market the employee commitment and performance is important for every organization. Guest's (2000) model implies that HRM practices affect organizational performance via the impact that they have on the intervening variable of employee commitment. Any assessment of this intervening variable has been absent in the vast majority of the statistical literature (Patterson et al 1991, is notable exception, as is Guest et al, 2000,to some extant).thus the another practice of HRM is to play the significance role in employee commitment is empowerment. Gandz(1990) writes, “empowerment means that management vests decision making or approval authority in employees where,traditionally,such authority was a managerial prerogative”.This leads to improve the performance of employee gradually. “Performance is major multidimensional construct aimed to achieve results and has a strong link to strategic goals of an organization”. (Mwita, 2002)

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Employee participation will be affected by the use of empowerment theories and practices in the organization. This will discuss in this research some key facts of empowerment and its impact on employee commitment. Employee empowerment is very important issue for organization producing services. Empowerment, to divide the considerable responsibility for management to individuals or teams (Rather than keeping the decision-making at the managerial level). “Empowerment is construct that links individual strengths and competencies, natural helping system, and proactive behaviors to social policy and social change” (Rappaport, 1981, 1984).

To gain the competitive advantage employee performance and employee commitment with the organization is very crucial. Employee commitment is a salient characteristic because it facilitates organizational goals and values into a system of personal goals and values (wiener, 1982).Past many researchers suggest that the participation can influence the employee performance. Participation, i.e“involving employees in the decision making process can increase employee job performance and job satisfaction which broadly contribute to organizational performance and strategy process.”(Kim, 2002).by this there is positive attitude occurs in the employee and then they feel that they are capable and potential at higher level leads to greater independence. However “increased work load can also lead to dissatisfaction” (Ladd et al., 2004).

The telecommunication industry is characterized by the rapid technological and economical advancement. This technological change is like joining of telecom technology with IT such as satellite; according by (Beard and Heartmann, 1999) teleconferencing etc has created very intense competitive environment for the organization and also threat for the survival.


During these rapidly growing telecommunication industry those organization can enjoy the competitive advantage that enters the market first with innovative products (Kurtinaitiene,2005).Vodafone stands high in this criterion because it has always provided market with new development and this is the main reason for this success worldwide. Vodafone is the largest 3G mobile operator in the world with revenue growth rate increased to 14.4% between 2001-2006,where all of above the industry revenue average of 5.6%(company spotlight: Vodafone group PLC2006)the group is operates in about 33 countries the major market are U.K.Europe,and U.S.

By the turn of the century, almost every second UK citizen had a mobile-and a third of them were connected to Vodafone. The Vodafone is one of investment, innovation and award -winning customer service. Above all, it's one of growth and ability to deliver the tremendous benefits of mobile communications, not just in UK but worldwide.

To gain the competitive advantage and sustain the position in the telecom market the company needs some best HR practices, the front line force plays important role for company performance.

Research Aim

To explore and evaluate the impact of empowerment on employee motivation.

The researcher is intended to study the impact of employee commitment on organization by considering Vodafone. The research is going on the deductive approach that will allow the researcher to go through the literature first and on the basis of this literature collect the data Saunders (2003).the current growth of Vodafone leading them in the best position in telecom market and it would be interesting to analyze that how the company would perform its HRM practices in terms of employee participation, and empowerment. These are the key success area to sustain the competitive advantage. For this purpose the researcher divided into the following specific objectives.

Research objective

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These are the main objective of this study:

1. The main factors affecting the participation of the employees in the organization.

Reason; the employees are not satisfied and don't want to accept the change because of their behaviors and ethical issues. The researcher will develop the tools to pin out the techniques by which these problems are tackled effectively.

2. To explore the working system of empowerment in the retail organization

Reason, The author will closely examine and understand the ways and techniques uses by mangers to enhance the employee's performance.

Research questions

1. What are the key facts of empowerment?

2. The role of empowerment in employee performance?

Most of the organizations have significance effect on job satisfaction, less effect on employee commitment and least effect on job involvement.

3. The employees are satisfied with the current HR strategies/practices?

The employee who prospect is higher advancement will display higher level of work involvement in the hope of seeking reward.

4. What are employees think about how improvement can be made in the current management approach?

Empowerment is not an easy value process,it is long dense process that's need to be agreed of all parties involved in it .both management and employees contribute effectively responsible for making it work. Employee empowerment practices will enable Vodafone to influence customer and perception of service by controlling the service delivery process.


Rappaport,j.(1981). In praise of paradox: A social policy of empowerment over prevention.american journal of community Psychology, 1-25.

Rappapori,J.(1984).studies in empowerment:introduction to the issues.prevention in human services, 1-7.

Mwita, J. I. (2000), Performance management model: A system-based Approach to system quality. The International Journal of Public Sector Management, Volume 13, No. 1, pp. 19-37.

Gandz, J. (1990). The employee empowerment era. Business Quarterly, 55-2, p. 74.

Kim, S. (2002), Participative management and job satisfaction: Lessons for management leadership. Public Administration Review, Volume 62, No.2, pp. 231-241.

Ladd, B. S. and V. Marshall (2004), Participation in decision making: A matter of context? The Leadership and Organizational Development Journal, Volume 25, No. 8, pp. 646-662.

Beard and Heartmann (1999), European and Asian telecoms - their role in global sustainable development, European Business Review, Volume 99, Number 1, pp. 42-54.

Kurtinaitiene, J. (2005), Marketing orientation in the European Union mobile telecommunication market, Marketing Intelligence and Planning, Vol. 23 No. 1, pp. 104 - 113.

Wiener,Y. (1982). Commitment in organizations: A normative view. Academy of Management Review, 7(3), 418-428.

Vodafone Group 2006 [online], Product and services, (cited 1st Dec 2006), Available from <URL: http://online.vodafone.co.uk/dispatch/Portal/appmanager/vodafone/wrp?_nfpb=true&_pageLabel=template03&pageID=BS_0001> [accessed 4th Dec 2006].