Abstract: “The objective of this research work is to generate a strategy that has a positive impact on the motivation of workers in a tertiary sector company located in the state of Colima. A deductive approach was used to carry out the work, employing a documentary and field strategy, because of the period it is considered transversal, because of the manipulation of variables it is non-experimental, it is also an exploratory work with an analysis of qualitative data. A Likert scale type survey was designed as a data recovery instrument, which was applied to a sample of 163 operative employees of the company object of the case study. As a result, elements that motivate and demotivate workers were identified, a relationship that served as input for the generation of the strateThe objective of this research work is to generate a strategy that has a positive impact on the motivation of workers in a tertiary sector company located in the state of Colima. A deductive approach was used to carry out gy”

Keywords: Incentives, labor motivation, human resources, medium-sized enterprises