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This is known as the frustration-regression principle.
Thus, while the ERG theory presents a model of progressive needs, the hierarchical aspect is not rigid. This flexibility allows the ERG theory to account for a wider range of observed behaviors. For example, it can explain the “starving artist” who may place growth needs above existence ones.
1.2 Implications of ERG Theory for Management
If the ERG theory holds, then, managers must recognize that an employee has multiple needs to satisfy simultaneously. Furthermore, if growth opportunities are not provided to employees, they may regress to relatedness needs...
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