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COVER PAGE AND DECLARATION

Master of Business Administration (M.B.A.)

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Module Assignment: Leading Organization

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LEADERSHIP CRITIQUE

Module Assignment: Leading Organization

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Table of Contents

1. Introduction ............................................................................................................................ 3

2. Amazon’s leadership practices .............................................................................................. 3

3. Critique the leadership practice of Amazon........................................................................... 6

4. Leadership style and strategic plan of the company .............................................................. 7

5.Conclusion ............................................................................................................................ 14

References ................................................................................................................................ 15

Module Assignment: Leading Organization

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1. Introduction

The leadership style of Amazon has been listed as a pragmatist. The high standards were set

by the pragmatic leaders to influence employees for attaining the required objectives. The

organization's author and CEO, Jeff Bezos is an excellent leader. Bezos improves visionary

leadership techniques and accommodations along with outstanding consumer assistance which

is the essence of the marketing system. The Strengths-Based Leadership Theory has been

mentioned and correlated with Amazon which enhances the efficiency, the success of the

company by concentrating and constantly increasing the powers of support (Löwstedt and

Räisänen, 2018, p.697). It can be suggested that this style contoured the circumstance during

the onset of Amazon when it had to establish its condition as an immediately developing

enterprise.

2. Amazon’s leadership practices

Amazon, the giant e-commerce market leader follows a pragmatic style of leadership.

Furthermore, it has been seen that Jeff Bezos's management method is different in various

forms. For instance, it should be remarked that other forms related to internet marketing

focuses on relaxed and an easy atmosphere for all their workers but Bezos is the pioneer of

another model where the focus is on 164 million consumers and not limited to only to

privilege of 56,000 employees. His leadership characteristic can be explained through the

prism of possibility leadership theory. With regards to the contingency management theory,

an effectiveness of leader is quite unpredictable against the management style depending on

the situation. Bezos's leadership style has also been described as hard and demanding.

• The principles of leadership that Amazon follows are linked to many aspects that

make it to be such a successful company (Tou, et al 2019). Amazon practices these

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leadership patterns in its day-to-day activities. It helps the managers of Amazon to

lead the company towards betterment and to handle any newer projects or while

making decisions on conducting and implementing a newer approach to solve any

potential or active problem. This is why Amazon is rising in its industry standard.

Customers are treated with utmost priority and the company is known for its

obsession with its old and new customers. Leaders are at a constant pace to work

energetically to keep up with the trust of their consumers. Leaders of Amazon also

focus on the rivals and bring out newer strategies to help the company stand in such

an oligopoly market structure but their main obsession lies to maintain the customers.

The other principle that the company adheres is where the leaders are given the scope

of being an intrapreneur. Leaders of Amazon are the owners of the company (Ansell

and Boin, 2019).

• They are given the avenue to think on a long-term basis without the sacrifice of values

at a long-term value for earning short-term results. The leaders act for the internal and

external development of the company by putting their analysis beyond just mere team

play. They are coordinating with various departments that work together and never to

be said that it is not the profession of an individual. The leadership style of Amazon,

which is a pragmatic style where the leaders expect to innovate and invent from

effective team management where the work is to simplify the application. The leaders

are aware of the external affairs and look for novel ideas from every point possible

and it does not hold any limitation of not being invented there. As Amazon follows

the pragmatic style of leadership in the current market scenario the leaders are seen to

be practical researchers and think from a realistic point of view. The leadership style

focuses on the execution required behind any goal, task or initiative. The topmost

priority is to figure out effective team management to get the tasks done in a

Module Assignment: Leading Organization

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stipulated time. Amazon undergoes a practical and linear way of doing and thinking

which may be in contrast to how the idealist theorists or leaders practice thinking.

Amazon's style of leadership has been classified to be setting high standards and its

leaders without any apology with high standards that needs to meet either by

themselves or by the collaboration of the entire team. Amazon has planned to open up

its second headquarters in Northern America and has aimed to open up jobs for over

50,000 throughout the next few years. It has aimed to invest $5 billion and to boost in

a major way for the onset of corporate philanthropy.

• Amazon brings together the values of how to work collaboratively with a shared

vision along with its unique inclusivity and other responsibilities. Their action has

always been dynamic and does not follow the power of authority but instead implies

increasing pragmatism by empowering others in the process. The leadership

principles also state a quote by Jeff Bezos who has the philosophy of being in the

common ground to increase productivity. It is also found that Jeff Bezos comments on

the importance of putting the focus on a sustainable long-term goal when it is about

making the decisions in their business. He brings about the leadership approach which

has been put into action in the whole Amazon community.

The leaders are visionary and they share a common vision that is shared at all levels of the

organization. The leadership style that is practiced is both innovative and bold and the

thoughts among the employees are made to practice in an equal manner. It might be a bit

time-consuming but the approach is kept at a constant pace for the betterment to follow in the

future generation. (Andía, 2018) Amazon also follows that the leaders are never done

learning so they need to look into more sources of knowledge for gaining strategies so that it

can be applied in the same business as well. Amazon’s team members are always encouraged

to adapt to their leadership principles for learning novel theories and also having a curiosity

Module Assignment: Leading Organization

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to do better. The leaders of Amazon believe that there should be flow of improvement among

the set of leaders for newer possibilities and actions revolving around them.

3. Critique the leadership practice of Amazon

In Amazon, modelling involves being served to go ahead, continuing the actions individuals

need others to choose ere inviting them to embrace them. Employees shall consider not

something the leaders speak, but what the leaders subsequently do. (De SANTIS et.al 2018)

discussed that practices should describe the coveted ways of behaviour, encouraging the

values and implementing the same. Leaders need to encourage collaboration by enhancing

the co-relative purposes and creating trust among leaders and other members and Amazon is

a great example as it practices the same. (Denning, 2018) suggested the leadership is

practiced by strengthening the team by giving them proper information which encourages the

visibility power of lining. Leaders of this organization are committed to courteously examine

choices when they bother, even when preparing so is difficult or exhausting. Managers have

confidence and are determined. They do not settle for communal cohesion. Once a resolution

is prepared, they perform wholly.

• Leaders are also committed to courteously examine choices when they bother, even

when preparing so is difficult or exhausting. Managers have confidence and are

determined. They do not settle for communal cohesion (Simpson, 2017). Once a

resolution is prepared, they perform wholly. The leadership style of Amazon rises

with the consumer and business behind. They act quickly to collect and maintain

consumer trust. Although administrators pay heed to opponents, they possess over

consumers. Amazon, which is one of the best retail companies, serves its products to

the customers in an efficient way. This leadership theory helps the company to focus

Module Assignment: Leading Organization

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on their processing details of any task. It helps to create a structure of the plan which

will help the employees to finish the work.

• The most eminent or important priority of this theory is how employees are going to

finish the task in a better process in a short period. With the help of this leadership

theory, the company enhanced its customer base by more than 164 million and also,

they have more than 56,000 employees with them. Leaders are the most efficient

workers of the company. They can easily handle any situation to better the working

skills of the employees. This leadership theory named Pragmatic theory helps the

company to do its work systematically.

• Amazon companies serve their customers as their needs with the help of maintaining

perfect communication strategies and plans. The leaders of this company are so

efficient in doing their work that the employees of the company get influenced by

them and develop their working skills in such an effective way. That will help the

company to improve the working quality of the company (Waghid, 2020, p.58). The

leader of the company easily handles any situation where the situation is challenging.

The leader of this company reveals their authenticity when the situation becomes odd. The

authentic leader will understand every possible outcome of their work and try hard to learn

from their loss. The true leader always tries to share their experience with employees. By this,

the employees will learn from his mistake and try to develop the working skills that will help

the company to grow fast. In the Amazon company, the leader of the company tries hard to

serve the company.

4. Leadership style and strategic plan of the company

In this report, it is shown that the Amazon company, which is one of the biggest retail

companies, needs to better their leadership theory to improve the working skills of the

Module Assignment: Leading Organization

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company. Leaders can motivate and influence their employees the most. It is shown that

leaders are the crucial key of an Organization to better their working skills.

A. An evaluation of the current leadership style in the Organization and a revision of

the current leadership policy will help the company to move forward.

The company or Organization named Amazon follows a leadership theory named Pragmatic

theory. This theory helps the company to enhance the working skills of the company. This

leadership theory will help the company to focus on their processing details of any task. It

helps to create a structure of the plan which will help the employees to finish the work. The

most eminent or important priority of this theory is how employees are going to finish the

task in a better process in a short period. With the help of this leadership theory, the company

enhanced its customer base by more than 164 million and also, they have more than 56,000

employees with them (Frega, 2017). Leaders are the most efficient workers of the company.

They will easily handle any situation to better the working skills of the employees. This

leadership theory named Pragmatic theory helps the company to do its work systematically.

To better the working skills of the company leaders of the company Amazon follows several

principles such as,

1. Authentic: leaders have to be true to themselves to better or to improve their

responsibilities. One authentic leader will execute their work in a very positive way with the

help of this theory. With this, the leaders can easily build honest responsibilities with their

employees and co-workers (Dresen et al. 2019). The leaders can easily influence any

employee with their honest and transparent actions. These leaders are so self-controlled that

they know about their limitations, strength and emotions this will help the leader to

Module Assignment: Leading Organization

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understand the employees. The company named Amazon practices this Pragmatic leadership

theory by which the leaders of the company easily influence the employees in such an

effective way. The leaders will easily understand the employee's state of mind as they interact

with employees daily or frequently it will help the employees to open up in front of the

leaders. The leader of the company easily handles any situation where the situation is

challenging. The leader of this company reveals their authenticity when the situation becomes

odd (Shah et al. 2019). The authentic leader will understand every possible outcome of their

work and try hard to learn from their loss. The true leader always tries to share their

experience with employees. By this, the employees will learn from his mistake and try to

develop the working skills that will help the company to grow fast. In the Amazon company,

the leader of the company tries hard to serve the company. The leader of the company easily

enhances their authenticity with the help of this theory.

2. Socialise ideas: The leaders of the company understand that change is not comfortable for

many people. By this, the leaders try to avoid the anxiety of handling new things and always

try to socialise with others. This will help the company to build up acceptance to improve the

working skills. The leaders of this company try hard to practice to improve the skills of new

things. This will help to enhance the growth of the company. The leaders of this company are

responsible for creating a working environment. The leader of this company frequently

listens to the feedback of the employees and the customers that will help the company to

better its working skills.

B. An explanation of how your chosen leadership style will influence the company’s

culture

Module Assignment: Leading Organization

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It is shown that the company named Amazon is practicing the Pragmatic theory of leadership

to run their company so effectively but to enhance or to grow their company in a greater

manner the company needs to adopt or practice Strengths-Based Leadership Theory.

This leadership theory helps the leaders to focus on the organisational resources of the

company such as the computer system, tools, employees and the customers of the company.

In the Strengths-Based Leadership Theory, it is notified that the leaders of the company grow

or develop their strengths rather than fixing their weaknesses (Ding and Yu, 2020). The

leaders of this Strengths-Based Leadership Theory invest in their followers' strength. To

enhance the company's strength the leaders, have to adopt this Strengths-Based Leadership

Theory and understand the importance of the employees to strengthen their working skills.

The company named Amazon needs to better their working skills by practicing this

Strengths-Based Leadership Theory.

This Strengths-Based Leadership Theory is practiced to develop eternal positive activities. It

will help the leaders to understand the employees of the company in an effective way that the

leader easily understands the state of mind of the employees and also to influence them in

terms of better the growth of the company (Soria et al. 2019, p.18). In this Strengths-Based

Leadership Theory, it is discussed to separate various responsibilities. With the help of

separating responsibilities, the employees easily do their work with more innovation and

creativity. It will help the company to better the growth of the company. The help of knowing

the strength of the employees of the company will help the leaders to better the company's

strength to better the working skills of the company. Employee's job satisfaction is crucial to

better the growth of the company. It is described that the employees who are satisfied with

their job do better performance. The company named Amazon needs to adopt this Strengths-

Based Leadership Theory to better the job satisfaction of the company.

Module Assignment: Leading Organization

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C. A better departmental communication plan that utilise 21st-century technologies

Any company can enhance working skills by developing better departmental communication

plans. The company named Amazon is rising in its industry standard. Customers are treated

with utmost priority and the company is known for its obsession with its old and new

customers. Leaders are at a constant pace to work energetically to keep up with the trust of

their consumers. The leaders of the company need to develop or practice departmental

communication plans using digital plans and feedback.

1. Digital technologies: The most important communication plan is digital technologies. The

leaders of the company need to promote their company's services. It will help the company to

grab the attention of the customers. The leader of the company needs to promote their several

offers to any digital platform to grab the attention of the customers. The leader of the

company of Amazon needs to use various social media such as Facebook, Instagram, Twitter

and also different websites to give a proper structure and the products of the company that

will help the company to reach thousands of customers in a short period (Rosson and Weeks,

2018). The company needs to promote a detailed overview to balance the transparency of the

company. This will develop the trust of the customers towards the company. The leader of

the company needs to improve their digital technologies in terms of promoting their

company. The leaders of the company need to take the initiative to promote various digital

technologies.

2. Feedback: Feedback is the only key to grow or improve the trust of the customers towards

the company. It also helps the company to find loyal and trustworthy customers. The leaders

of the company need to create a feedback section to interact with the customers and also the

employees. The customer of the company can communicate with the leaders directly. The

leader of the company needs to answer all the quotations of the customers that can help the

company to trust the customer's trust and also helps the customer to understand their

Module Assignment: Leading Organization

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importance. The leader of the company frequently interacts with the customers to understand

the exact needs of the customers, which will help the company to provide the exact products

to the customers. Feedbacks will help the company to grow the communication segment of

any company. The other beneficial segment of this feedback is that it will help to build the

relationship between the employees and leaders of the company (Ding et al. 2020). The

leaders of the company must build better communication strategies using feedback to

understand the employee's needs. Employees are the main element to grow any company. To

better the importance of the employees, the leaders of the company need to better their

feedback segment for the employees also.

D. A detailed summary of the networks that exist within the organisation and how they

may be better utilized by the leadership in the future.

Amazon has emphasized core competencies through online market development for customer

needs and uses internet technology widely. The strategic initiative of Amazon has been

classified into multiple categories with the help of technology and information. The

organization has gained benefits and position for being the first company of its kind in the

world for providing service through the internet. Amazon serves customers its retail website

with a deep concentration on a fair price and convenience (Swesha and Dubey, 2018). The

organization has provided a user-friendly program enhancing quick and reliable service with

prompt attendance to customer's requirements. The programs that are offered enable the

traders to sell goods and services through websites accessible through devices as well.

Amazon has been one of the biggest organizations presently and people have started

shopping and selling. The organization is recognized as the biggest international e-commerce

organization and has taken out organizations or businesses because of popularity and success

(Zulu et al.2018). An organization like Amazon strives to have outstanding leadership for

Module Assignment: Leading Organization

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being successful at such a level. For any organization, it is important to have proper

leadership to attain success in their business. The organization could not attain success if it

does not pay attention to its client and does not earn trust. Leaders at Amazon are expected to

come up with an innovation that helps conduct business. A leader should be able to bring the

right individual to their team. Amazon’s innovative approach to online marketing has put it

within cost leadership. The organization requires looking for another way to obtain

competitive advantages too. The competitors have also found ways to attain cost optimization

with it.

The technology is not defendable for long tenure seeing adoption of advanced technology

through various competitors. Amazon has established unprecedented client support within a

span of 15years with a unique business strategy of online business. It allows organizations to

have a cutting-edge advantage over competitors and make cost leaders within the business.

The process overpasses the supply chain for reaching customers through an innovative

network approach. In an organization, the customer and design structure with the flow of

network management varies. In this process reviewing constantly at different stages allows

companies to differ various processes within the supply chain.

Amazon has always strived to keep wholesalers and publishers on the side that allow them to

keep truncated inventory or low inventory holding value. Such ties of wholesalers and

publishing houses not just allowed the organization to reduce warehousing costs but also get

heavy discounts. The adequate or needful detail is enough to get objects of consumer choice

(Swesha and Dubey, 2018). The other issue of making products is tackled through

organization efficiently making the product available enhancing trust and loyalty of

consumers towards the organization. The networking site might be down for complex IT set

up and such an issue occurred during 2008 for complicated computing infrastructure. The

Module Assignment: Leading Organization

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company has to upgrade and innovate a new way to motivate employees. Amazon requires

keeping focus upon research and development of improved ways for its client. Amazon has

been a huge retail giant with outstanding service as its key function. The impact that has been

made on the organization is a great advantage.

5.Conclusion

It is concluded that one of the biggest retail companies, Amazon, uses Pragmatist leadership

theory. The organization's author and CEO, Jeff Bezos is an excellent leader. Bezos improves

visionary leadership techniques and accommodations along with outstanding consumer

assistance which is the essence of the marketing system. The Strengths-Based Leadership

Theory has been mentioned and correlated with Amazon which enhances the efficiency, the

success of the company by concentrating and constantly increasing the powers of support.

With the help of this theory, the leaders of the company develop the growth of the company.

The principles of leadership that Amazon follows are linked to many aspects that make it to

be such a successful company. Amazon practices these leadership patterns in its day-to-day

activities. It helps the managers of Amazon to lead the company towards betterment and to

handle any newer projects or while making decisions on conducting and implementing a

newer approach to solve any potential or active problem. It is shown that the company named

Amazon is practicing the Pragmatic theory of leadership to run their company so effectively

but to enhance or to grow their company in a greater manner the company needs to adopt or

practice Strengths-Based Leadership Theory. This leadership theory helps the leaders to focus

on the organisational resources of the company such as the computer system, tools,

employees and the customers of the company.

Module Assignment: Leading Organization

15

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