Gamification as an Element of Non-financial Motivation

Student: Bazhenova Anastasiya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Final Grade: 9

Year of Graduation: 2017

Recently, the attention of business practitioners and academic communities is aimed at a fairly new phenomenon - gamification. Despite the active study of this concept, gamification as a business concept was not standardized yet. Often, the process depends on the companies in which the game is played. The main purpose of work was to create gamimification process for GK "Line 7". The survey includes questionnaires in order to understand the main non-financial incentives. The activities of the organization and stuff were analyzed using such methods as observation, fieldwork and documentation analysis. According to the results, a legend was worked out. The developed process of gamification for GK "Line 7" will help to increase motivation for sales representatives.

Full text (added May 21, 2017)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses