Effectuating change is difficult, particularly in academic environments where faculty members are used to pursuing individual goals as opposed to organizational objectives. The purpose of faculty reward systems at many universities is to reward research and teaching. Thus, getting faculty members to actively participate in service activities, including committee work, requires more than simply assigning them to a committee and by extension expecting results. Faculty members must feel motivated very much like volunteers must feel motivated. They must know and believe in the organization’s mission, and they should be challenged by the tasks. As Peter Drucker (1998) points out, the management of people—faculty in this ...
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