Normative Control in Organisations

What is normative control? Normative control can be defined as the deep, subjective experience of employees that is claimed in the name of the corporate interest. According to Kunda: Normative control is the attempt to elicit and direct the required efforts of members by controlling their underlying experiences, thoughts and feelings that guide their actions. Under normative control, members act in the best interest of the company, not because they are physically coerced, nor purely from an instrumental concern with economic rewards and sanctions. It is not just their behaviours and activities that are specified, evaluated and rewarded or punished. Rather, they are driven by internal commitm

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