BULGARI - CASE STUDIES
Bulgari has always been a synonym for excellence and elegance. Since 1884 this prestigious luxury brand has transmitted the quality and magnificence of Italian style throughout the world through the refined taste of its jewellery, clocks and watches, accessories, fragrances and Hotels & Resorts.
The Group is made up of 29 companies in 18 countries, with a network of 297 stores.
At present Bulgari has around 4,000 employees, of 55 different nationalities, distributed around the world as follows: 28% in Italy, 24% in the rest of Europe, 14% in Japan, 18% in the rest of Asia and 16% in America. 65% of its staff are women and 35% are men.
They have an average age of 38.
In terms of professional profile 21% of its staff are managers/top professionals, and of these 57% are women.
This is the background for the MotivAction project, a development program focused on the theme of individual motivation. The project has a dual purpose: on the one hand it aims to increase awareness and responsibility among employees as regards their own personal motivation, while on the other it aims to develop the ability of managers to effectively manage the motivation of employees. The underlyin assumption is that a greater awareness of individual motivational drivers can become a fertile area of dialogue between managers and employees, and a starting point for identifying action to increase individual engagement.
GIUNTI Psychometrics led the first stage of the project, which involved the entirely online administration of the WOMI – Work Organizational Motivation Inventory questionnaire.
The WOMI, which explores intrinsic and extrinsic motivational factors, was implemented on this occasion on a multilingual web platform that included specific calibration and validation for all the geographical areas involved. Versions of WOMI were prepared in Italian, English, French, German, Spanish, Simplified Chinese (China), Traditional Chinese (Hong Kong and Taiwan), Japanese and Korean, using a system that enables the administration of the test and generation of the related profile in any language - even disjointedly (e.g. test in Italian and report in Chinese) - all with specific standardization and validation for each cultural group.
To date, 935 questionnaires have been completed by Bulgari employees.
When the managers and their teams had been involved in completing the WOMI questionnaires, the MotivAction project proceeded with a series of managerial workshops on the subject of motivation, followed by motivational discussions between managers and employees; each discussion led to the creation of an individual action plan, owned by the employee, in order to identify and agree (with the manager) ways of “tending to” and supporting individual motivation.
The project, which at first mainly involved Italy, the Middle East and Europe, was then also rolled out in the US, the South Pacific and Japan.
Quantitative feedback reveals a high level of satisfaction among managers with the usefulness of the project; in particular, 63% of managers said that the WOMI questionnaire had been extremely useful in achieving a better understanding of motivation among employees.