{"references": ["1. Baron, Robert A., and Greenberg, Jerald. Behavior in organizations \u2013 9th edition. Pearson Education Inc., New Jersey: 2008. p.248", "2. McGregor, D. M. (1960). The human side of enterprise. New York: McGraw-Hill.", "3. Ouchi, W. G., & Price, R. L., Hierarchies, clans and theory Z: A new perspective on organization development. Organizational Dynamics, Vol. 7, No. 2, pp. 25-44, 1978.", "4. Aithal P. S. and Suresh Kumar P. M., (2016) Organizational Behaviour in 21st Century \u2013 \u2018Theory A\u2019 for Managing People for Performance, Manegma -2016, Proceedings of National Conference, May 2016, Downloaded from https://mpra.ub.uni-muenchen.de/72393/1/MPRA_paper_72393.pdf.", "5. Rogers, E.M., (1995), \u2018Diffusion of Innovation\u2019, the Free Press, NY.", "6. Aithal P. S.. and Varambally K.V.M.(2006), Security Issues in Online Financial Transactions with Special Reference to Banking Industry. In Quality in Service Sector and Managerial Challenges \u2013 Allied Publisher Pvt. Ltd. 2006, ISBN: 81- 7764-992-2, pp 103- 114.", "7. K. V. M. Varambally, Aithal P. S., Technological Management and Mobile Business Services in India \u2013 A Futuristic Approach, Pages, 121-139.", "8. Aithal P. S., K.V.M. Varambally, Mobile Business Technology and Business Proliferation of Banks \u2013 A futuristic Approach, Amity Business Review \u2013 an Indian Journal, Vol. 10, No. 1, pp. 9 \u2013 25, Jan-June 2009.", "9. Aithal P. S., and Shubhrajyotsna Aithal, Ideal Technology Concept & its Realization Opportunity using Nanotechnology, International Journal of Application or Innovation in Engineering & Management (IJAIEM), Volume 4, Issue 2, pp. 153 - 164, 2015.", "10. Aithal P. S., and Shubhrajyotsna Aithal, Managing Anticipated Breakthrough Technologies of 21st Century - A Review, International Journal of Research & Development in Technology and Management Sciences, Vol. 21, Issue 6, pp. 112 \u2013 133, 2015.", "11. Aithal P. S., Concept of Ideal Business & Its Realization Using E-Business Model, International Journal of Science and Research (IJSR), Volume 4, Issue 3, pp. 1267 - 1274, March, 2015.", "12. Aithal P. S. & Shubhrajyotsna Aithal, An Innovative Education Model to realize Ideal Education System, International Journal of Scientific Research and Management (IJSRM),Vol. 3, Issue 3, pp. 2464 - 2469, March, 2015.", "13. Reshma, Aithal P S, Shailashree V T, Sridhar Acharya, P. An Empirical study on working from home \u2013 A popular E-business model, International Journal of Advance and Innovative Research, Vol. 2 Issue 2 (I), pp. 12-18, 2015.", "14. Reshma, P. S. Aithal and P. Sridhar Acharya, Relevance of On-line Office Administration through Working from Home in Future Education System, International Journal of Application or Innovation in Engineering & Management, Vol. 4, Issue 4, pp 44 \u2013 53, 2015.", "15. Aithal P. S. and Suresh Kumar P. M., Applying SWOC Analysis to an Institution of Higher Education. International Journal of Management, IT and Engineering (IJMIE), Vol. 5, Issue 7, pp. 231-247, July 2015.", "16. P. S. Aithal& P.M. Suresh Kumar, Black Ocean Strategy - A Probe into a New type of Strategy used for Organizational Success, GE International Journal of Management Research, Vol. 3, Issue 8, pp. 45 - 65. (August 2015).", "17. Aithal P. S., Shailashree V. T., & Suresh Kumar P. M., Application of ABCD Analysis Model for Black Ocean Strategy, International Journal of Applied Research (IJAR), Vol. 1, Issue 10, pp. 331 - 337, Sept. 2015.", "18. Aithal P. S., Shailashree V. T., & Suresh Kumar P. M., ABCD analysis of Stage Model in Higher Education, International Journal of Management, IT and Engineering (IJMIE), Vol. 6, Issue 1, pp. 11-24, January 2016.", "19. Aithal, P. S., Study on ABCD Analysis Technique for Business Models, Business strategies, Operating Concepts & Business Systems, International Journal in Management and Social Science, Vol. 4, Issue 1, pp. 98-115, 2016.", "20. P. Sreeramana Aithal, How to Increase Research Productivity in Higher Educational Institutions \u2013SIMS Model, International Journal of Scientific Research and Modern Education (IJSRME) ISSN (Online): 2455 \u2013 5630, Volume I, Issue I, 2016, pp.447-458.", "21. Aithal P. S., Mobile Business as an Optimum Model for Ideal Business. International Journal of Management, IT and Engineering (IJMIE), Volume 5, Issue 7, pp. 146-159, (July 2015).", "22. Aithal P. 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Organizational Behaviour in the context of people management consists of several theories in which Theory X, Theory Y,Theory Z are the newly introduced.Theory X and Y were created and developed by Douglas McGregor in the 1960s. Theory X says that the average human being is lazy and self-centred, lacks ambition, dislikes change, and longs to be told what to do. Theory Y maintains that human beings are active rather than passive shapers of themselves and of their environment. They long to grow and assume responsibility. The best way to manage them is to manage as little as possible. Theory Z of William Ouchi focused on increasing employee loyalty to the company by providing a job for life with a strong focus on the well-being of the employee, both on and off the job. The above three theories were developed based on research conducted in various production related organizations in 20th century. In 21st century, due to changes in business models, automation of production process, changes in technology & business environment, and changes in people perception, organizations are transforming into global entities - a new theory in organizational behaviour called Theory A (Theory of Accountability) has been developed. In this paper, we have made an attempt to compare these four human motivational theories.A model framework for implementation of theory A in an organization is also discussed. The paper also considers the impact of theory A on modern organizational performance.