Abstract:
Purpose – This paper aims to determine the effect of intrinsically motivating idiosyncratic deals (I-deals) on
innovative work behaviour (IWB) among tied life insurance agents in Kenya.
Design/methodology/approach – Standard multiple regression analysis was used to test the
hypotheses from data collected from a field study from 498 employees and 48 managers.
Findings – The study findings showed a positive relationship between both flexibility I-deals and IWB (ß =
0.461, p < 0.00) and between task and responsibilities I-deals and IWB (ß = 0.171, p < 0.01).
Research/limitations/implications – The cross-sectional collection of data weakens the author’s claim
of causality between the variables in focus. The study extends literature on the effects of flexibility as well as
tasks and responsibilities I-deals on IWB.
Practical implications – Organizations must grant their employees with intrinsically motivating I-deals
in order for display of IWB.
Social implications – These I-deals provided intrinsic motivation of the employees in displaying IWB in
the organizations. The exchange relationship with the employers got enhanced through their granting
motivating employees to look for new ways of doing their work.
Originality/value – This is the first study to investigate a linear relationship between intrinsically
motivating I-deals and IWB.
