Making people act the way oneself wishes is a challenging task in private and professional life. Scientific literature proposes two basic approaches to make people comply with one's interests in this context. One way is to foster the persons' intrinsic motivation or to offer extrinsic rewards. The other method is to punish misbehaviour by removing something pleasant or presenting something aversive to a person. Regardless which approach is chosen, the measures taken have to be oriented towards the persons’ characters and the existing circumstances to be effective. This work answers the question of how problems resulting from a constellation in which someone acts on behalf of another person can be reduced or even solved. This type of interaction between two parties is referred to as 'Principal-Agent Theory' in literature and represents the theoretical basis of the work. As a practical example, the case of football referees in the district of Guetersloh, Germany, is consulted. In order to back up the findings from the Principal-Agent Theory, an empirical analysis delivers further solution mechanisms. Basing on this case, the author shows which motivational aspects influence human behaviour and provides practical recommendations to make people act in accordance with one’s own interests. In this regard, the role of punishment is also evaluated and it is shown how this form of negative enforcement has to be set up to be effective. The work therefore offers guidance and tools for people who have to manage others and helps to understand why people act the way they do.

Text Sample: Chapter 6.4, Bribery and Game Manipulation: The last problem area resulting from Principal-Agent relationship is the agent`s ‘Hidden Intention’. Even if the KSA could monitor every match in the district, the referees` intention would remain latent. The KSA puts itself in dependence on the referees by qualifying and assigning them to matches. This is, because the motive of maintaining the competition by assigning an official referee to each match can only be reached with a sufficient quantity and quality of referees. What this exactly means becomes obvious when considering the problems regarding game manipulation and bribery. Not only is the current manipulation affair in the professional football in Europe object to ‘Hidden Intention’ of players and referees, but also in non-professional football. In the past, more and more irregularities in the matches were discovered. Especially in the lower divisions that face little presence in the newspapers, games are manipulated. Clubs that find themselves in the relegation or promotion battle offer their opponents incentives in form of money or beer for a deliberate loss at the end of a season. This trend surely may not be stopped by the interference of referees. However, what concerns the KSA most is that the referees play an increasingly important role in this constellation. The questionnaire study revealed that 18% of 30 referees have been offered money by club representatives for conscious decisions to the benefit of the respective team. The maximum amount offered is 300 Euros. The actual number of referees who have been approached in this regard might even be higher even though the questionnaire was filled out anonymously. As the referees cannot be perfectly monitored, other ways to limit the potential of game manipulation must be found. The analysis of the referees` motives shows that their reasons for choosing this activity often refer to personality issues. The referees obviously like to take over responsibility (average score 4.2) and feel happy and relieved after matches (average score 4.1). Additionally, there is no significant score for the statement: 'I am a referee to earn money' (average score 2.6). Concluding from these empirical results, it can be said that the referees basically do not seem to be open to bribery and manipulation. However, this tendency still is prevailing. Effective counter measures therefore have to appeal to issues that are of importance for the referee. Thus it seems to be promising to set up a ‘Code of Conduct’ for the referees. The intention of this document shall be to appeal to the referees` morale and sportsmanship. The contract therefore shall contain promises referring to the honor and morale of referees and their responsibility for a fair competition. The referees shall additionally sign this contract to create a binding, ‘legal’ character. This contract is to be understood as a tool to foster the common culture among the referees. Concluding, it can be said that the problem of bribery can only hardly be solved due to the given constraints. A formal and binding document might help to appeal to the referees` morale and thus to decrease their openness to game manipulation. Nonetheless, this issue is not only of interest for the KSA, but also for the entire football. After having analyzed the various problems explicitly, motivational aspects and the role of punishment will now be addressed as separate topics. Motivation: So far, the prevalent problems were elaborated on with the help of the Principal-Agent Theory. The focus will now be set on the contribution of the motivational theories that were introduced. As the activity represents an honorary office, it seems to be promising to learn more about the referees` motivation. This view is also supported by Farrell/Johnston/Twynam who figured out that sport organizations must understand their employees` motivation to let them perform efficiently. In order to do so, Maslow`s Needs Hierarchy will be regarded in a first step. Victor Vroom`s Expectancy Theory will then be used subsequently to find further approaches for the case solution. Application of the Needs Hierarchy: Maslow systematically illustrates the hierarchy of human needs that range from basic needs such as shelter and salary to ‘Self-Actualization Needs’ such as a challenging job. Applying this theoretical approach to the referees might help to learn more about their basic motivation to take over this position. In doing so, the Needs Hierarchy shall be regarded with a bottom-up approach. According to Maslow, the most basic needs are of physiological nature. These comprise money and shelter, for example. In the presented case, this level of needs is not the decisive factor to become a referee. As German citizens, the arbitrators are part of the welfare state and neither suffer from extreme poverty nor from homelessness. Although it may be remarked that they receive a monetary reward for their activity, this remuneration does not represent a significant factor to ensure financial stability, but rather a small income source. The second level refers to the safety of oneself, the family and other important objects. Again, the referee activity cannot be reasoned by this needs level as it does not provide any form of safety. In contrast, being a referee is directly linked with conflicts during the matches and thus does not satisfy ‘Safety Needs’. ‘Love Needs’ as the third layer of needs cannot be the decisive factor for a person to become a referee for the same reason. As already pointed out, the referee function rather leads to the task of facing conflicts with players and officials of the teams. The next step in the Needs Hierarchy is referred to as ‘Esteem Needs’. When fulfilling ‘Esteem Needs’, an individual wants to be unique with self-respect and to gain the esteem from other individuals. Exactly this seems to be the most common reason to become a referee. By taking over this task, the individuals are responsible for the adequate adherence to the rules. This is directly linked with reaching a certain status in the local sports scene. Especially for the young referees, promotion can be an important reason to become a referee and thus to achieve personal aims. All these aspects have an immediate impact on the person`s esteem as a consequence. According to Maslow, the most abstract need is to self-actualize oneself. This can be reached by experiencing and realizing all inner potentials. Considering the referee activity, it is questionable if this activity suffices to satisfy the needs of self-actualization. It may be argued that this ‘hobby’ cannot help to self-actualize oneself. However, being a referee at the same time means to cope with criticism, stress and other challenging situations. The empirical analysis shows that many referees see an opportunity for personal growth in this honorary task. Concluding, it can be said that the motives for being a referee typically are not to be found in the basic needs. With reference to Maslow, ‘Physiological’, ‘Safety’ and ‘Love Needs’ are no crucial factors in the decision process to become a referee. ‘Esteem Needs’ in a first place, but also ‘Self-Actualization Needs’ represent the determinants to be a referee to a much greater degree. This is, because the aforementioned needs are fulfilled to a satisfactory extent. Surely, the individual aspiration might differ among the referees. However, what they have in common is that the basic needs are fulfilled due to the given circumstances in Germany and the social system that the citizens are in. Consequently, the people strive to fulfill further, more abstract needs. This apparently can be reached with the referee activity.

• Motivation

• Punishment

• Strafe

• Football

• Principal-Agent

• Management

• Fußball

Michael Negri, born 1983 in Verl, took his A-levels in 2003 and started an integrated degree program at Bertelsmann AG which he graduated from as an industrial clerk and Bachelor of International Management (B.A.). Subsequent to his graduation, the author started his professional career at arvato AG, Bertelsmann's service providing subsidiary. In this position, the author was responsible for various national and international projects. In October 2007, Michael Negri took up his sports management studies at Bielefeld University which he completed successfully as Master of Arts (M.A.). In January 2010, the author began his employment as research assistant at the University of Applied Sciences, FOM.