ABSTRACT
Motivation is a psychological process through which individuals are driven to satisfy a need. It is also a dilemma because what motivates one individual or group may not motivate another, let alone that each individual can dynamically prioritize different motivators depending on particular contexts. However, successful international business means being able to attract and retain highly qualified personnel across many cultural groups. Much of this is tied to the motivational packages and strategies. In this chapter, we will learn the neurobiology of motivation and address the most fundamental strategies in business environment. More importantly, we will discuss the extent to which these motivational strategies are universal, cultural, and context-dependent.
