Motivated to sell : What motivates women in leading sales positions in tech organizations

Sammanfattning: This thesis explores what motivates women in a leadership position, in a sales role and in the technology industry. The field lacks previous research on this specific subject. Using one need-based and one process-based work motivation theory, the study aims to identify and map motivational factors that are regarded by women. A holistic conceptualization of work motivation and prominent research is presented. Implications for motivation are researched with a theoretical approach that integrates Herzberg’s hygiene-motivator factor theory and Vroom’s expectancy theory. The study uses abductive reasoning with a qualitative research strategy. Empirical evidence is primarily gathered by semi-structured interviews. 10 women in tech sales working for Nordic branches of various companies were interviewed. Pattern matching and thematic analysis generated a number of aggregated themes consistent in having a contribution to motivation: the role and work tasks, inner motivation, the organization and lastly, the people and relationships. The study both conforms to and adds new layers to the theoretical framework, and further concludes a number of important motivational factors for the women. The result shows that both hygiene and motivator-factors have the potential to impact the rational process leading to motivation, thus the components in the expectancy theory.