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Sammanfattning: Title: It’s not about the money - A qualitative study about motivation within startups Seminar date: June 2nd, 2023 Course: FEKH49 - Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or ECTS‐ cr) Authors: Anna Liljedahl, Enesa Malagic & Rosanna Sköldin Supervisor: Olof Hallonsten Keywords: Startups, motivation, neo-normative control, autonomy, job security Research question: What motivates employees in innovative startups and how do they mobilize their motivation? Purpose of study: The purpose of this study is to examine what motivates employees in Swedish highly innovative startups and how this can be mobilized. Methodology: In order to answer the research question, a qualitative approach has been adapted along with semi-structured interviews of eight employees within startups. Four of these are founders and four are employees. An abductive approach has been used along with an interpretative and social constructionist perspective. Theoretical perspectives: This study applies frameworks and concepts within the current motivation research, among them are Maslow’s and Herzberg’s famous theories within this subject. In addition, theories within neo-normative control are used as a support for the examination of how motivation can be mobilized. Result: The results of the empirical work show that the affective motivation of employees in startups is strong, while the extrinsic motivation is weaker. More specifically, autonomous motivation in startups is particularly prominent. This is mobilized through neo-normative governance, where a meaningful bond to work is created through tasks and the social context of the workplace. Conclusion: The autonomous motivation in startups is strong, which makes employees in startups more self-driven. This is mobilized through neo-normative governance through the creation of a meaningful bond to the workplace, retaining employees within startups during times of economic uncertainty for startups.