Customer Strategic Insights Team at PepsiCo

This assignment examines the Customer Strategic Insights (CSI) team at PepsiCo, focusing on how Director Gorge Rubio's leadership style fostered a culture of intellectual stimulation and creativity. It explores the concept of transformational leadership and its influence on employee engagement, innovative idea generation, and ultimately, the success of the CSI team in collecting and utilizing consumer data to drive product development.

PRINCIPLES AND PRACTICES OF LEADERSHIP MANAGEMENT
PepsiCo Case Study
Introduction-
The oldest and the most relevant management and marketing mantra, that has been
and will always remain is ‘Consumer is the King’. When Director Jorge Rubio of
PepsiCo dynamically transformed the marketing and research unit at PepsiCo in to
a more innovative and creative Consumers Strategic Insight, the aforesaid
marketing mantra was the key to this transformation. The objective of the said
revolution is to get a detailed proactive insight into what the consumers really want
and convert them into foresights to prepare the organization to bring innovative
products to satisfy this want. The key element here is “sensing” which consumer
needs are under served both from a corporate and current perspective and
responding accordingly. This proactive and innovative approach of leadership is a
key to the out of box thinking and creative outcome of the team. Out of the
various theories of Leadership which is the most apt for a particular organization is
a matter of debate as the leadership has to be dynamic and responding to changes
proactively rather than following set path of any particular theory. Thus, what
PepsiCo has done in this case is a classic example of contingency and
contemporary theories of Leadership sailing in the same boat together powered by
the Traits of the leader and the intricacies of the situation.
Critical evaluation of the Leadership theory-
Collins (2010) has mentioned in his analysis of the Leadership style at Pepsi that
its hardcore rival Coca Cola has to spend enormous financial resources in order to
stay ahead in competition, whereas Pepsi’s effective leadership style often gains
competitive edge in many aspects with optimum use of its financial resources. The
Consumer Strategic Insight set up is a classic example of the innovative leadership
style. Leaders play an important role in the success of any organization and their
leadership flair takes the organization to greater heights. It not only has tangible
effects on in terms of financial gains and competitive edge but also intangible

optimistic effects within the organization such as energized environment and
motivated employees.
In this case, the Consumer Strategic insight team members have been given a free
hand for creative thinking, innovative approach to consumer demand analysis, data
collection, interpretation and usage and to keep on trying new ideas and not fear
failure. When looking up to Google’s corporate creativity center and having the
idea materialize at Pepsi, the Director Gorge Rubio has projected the contemporary
and transformational theory of leadership where the leader stimulates and inspires
the team members to achieve extraordinary outcomes by transforming their vision
and personality to change expectations, discernments and motivations for working
towards common goal of the organization. This has resulted in provided PepsiCo
the upper hand in competition and catering to its customers in a manner where the
others fail. PepsiCo has many insights teams — at least 22 across North American
beverages, corporate, the Frito-Lay group and so on. These teams comprise of
about 16 members each and are powered with urbane market research function that
uses focus groups, sales data and research to analyze who its customers are and
what they want. This data is then sent to other Business Units and groups within
the company — marketing or product, for example — so they can use it to
make better decisions.
Leadership Skills and Competencies required-
It is the work of the Leader to ensure that the followers are aptly motivated,
stimulated and enthusiastic in achieving the common goal of the organization. As
times and situations change, the leaders adapt to different leadership theories and
styles to overcome the challenges and tap the opportunities making the team the
key element of the organizations success alongwith the external factors. In this
case, there are no formal targets or set guidelines which would provide a roadmap
for the employees to follow and the leader to evaluate. Here, the style or theory of
leadership which the management is following is subject to loose controls rather
than monitored performance. Therefore, it is important to lead the team members
in a way that would foster greater creativity as well as help achieve the goal of
increased efficiency and innovation in Consumer Strategic insights.

The crucial competencies of leadership required in this type of open environment
as in this case are –
 Inspirational Motivation
 Consideration for individuals : Emotional Intelligence
 Intellectual Stimulation
Taking together these attributes are all about creating a productive and trusting
environment which would self-motivate the employees to work towards the
organizational success. The following paragraphs would discuss these skills and
competencies in greater details.
Inspirational Motivation –
Director Gorge Rubio, in this case of PepsiCo, aimed at creating an environment
promoting creative ideas, energizing and creating a sense of purpose for employees
and team members of the Customer Strategic insight team and motivating the
employees to think innovative with excitement and momentum for change. These
are the traits of inspirational motivation ensuring that all the members work
collaboratively towards a shared purpose in their own unique way. It includes
providing employees with the required resources needed to grow and empower
them as well as place accountability on them of their own success. This is an
important competency a Leader should possess in order to function in an open
environment like in this case. The following levels of benefits are prominent for
inspirational motivation
 It helps develop a culture of respect, equality and conviction and people feel
valued for their unique contribution.
 It helps the recognition of individual’s accomplishments, knowledge and
competences.
 It fosters an environment of openness to others ideas and learn, give and take
feedback.
 People feel free to suggest change paths and solutions when current
solutions or plans no longer apply.
 This facilitation of change empowers employees to grow.

 Assigning decision making authority to the employees who are responsible
for the outcomes gives a greater sense of responsibility and passion to
achieve the set objective.
 Supporting learning efforts that benefit self and others, thus creating a
culture of continuous learning throughout the organization is an integral part
of inspirational motivation.
 The Inspirational leader is deeply zealous about the both the mission and
vision of the organization. This zeal and passion drives the followers and
they feel important to the mission beyond the tasks they perform each day.
 Leader has to be listening to its followers as mere sharing the passion won’t
work. Ideas and thoughts of the team members should have a proper channel
of following to the leaders and of materializing in fulfilling the organizations
mission.
Inspirational leaders are thus, perceived as effective role models who establish
emotional connect with the employees, setting clear vision with effective
communication, foster group cohesion and enthusiasm and welcoming new and
creative ideas.
Consideration for Individuals: Emotional Intelligence -
Ideas and creativity foster in an environment of enthusiasm, passion and
openness and this was the reason why the entire concept of the Customer
Strategic Insight team and their office set ups had been unique and
unconventional. Each team member of the CSI alongwith the BU
representatives were involved in the market research and innovation by Director
Gorge Rubio. In such team setup’s where the hierarchy and management
controls are loose and not adhering to the general management and employee
review systems, it is further more critical for the leader to ensure that the team
members are aptly considered as equally important to the success of the whole
organization and its mission.
Here, the Leaders emotional intelligence plays a pivotal role in establishing a
creative and winning culture within the team and leading them in cohesion
towards the desired outcome. Emotional Intelligence is the ability or skill of the
Leader to effectively understand and manage his own emotions as well as of the

people around him. This makes them listen to their people, trust them, be
approachable and make careful informed decisions. The following five are the
main elements of emotional intelligence –
 Self-Awareness – Being at a leadership position means one has to be
fully aware of your own strengths as well as the weaknesses. This self-
awareness is the first step of emotional intelligence. It helps the leader to
behave with humility and make him an idol for others to follow. It is
important for the leaders to slow down when experiencing strong
emptions liked anger or anxiety. No matter what the situation is, one can
always chose how to react and this trait is prominent in the Leaders.
 Self- Regulation- Staying in control and maintaining a serene state of
mind is a virtue of leaders which the followers look upon. This is Self-
regulation which makes effective leaders who do not make rushed
decisions, stereotype people, verbally attack others or compromise their
values.
 Motivation - Motivated Leaders are always optimistic irrespective of the
situations or problems they face. This trait makes them successful and
also passes on the same motivation to their followers. Motivated teams
work wonders and this is critical for all businesses.
 Empathy – Considerations for individuals, listening to them without
preconceptions and being fair in responding to their feelings are the
competencies each leader should possess in order to be successful. Put
one’s self in other peoples place and understanding their body language
and feelings makes the Leader extraordinary.
 Social Skills – Effectively communicating in Social groups, Learning
effective conflict resolution and prompt and appropriate appreciation of
the team members form an integral part of the Social skills of a
successful Leader.

Intellectual Stimulation
The key element in the formation of the Customer Strategic insights team was the
intellectual stimulation of the team to come up with innovative and creative ideas
of reaching the customers and getting to know their needs and wants in a way to
directly help the intricacies of the future products. Intellectual stimulation in the
true sense involves the employees in developing groundbreaking solutions to
common problems and achieving the outcomes in new ways.
The idea of Director Gorge Rubio of creating a the CSI and maintaining a culture
of openness and creativity is a classic way of intellectually stimulating the front
end employees to come up with creative and more productive ideas of collecting,
organizing and putting to use the valuable consumer survey and research data and
presenting them in ways making enormous impact and helping the Business
largely. According to Northouse (2001) these type of leaders stimulate followers to
be more creative and innovative challenging their own values and beliefs as well as
of the leaders and the organization. It helps the team members to try new
approaches and develop inventive ways of dealing with the market and
organizational issues. The members are not dependent upon the leader for each and
every decision making and engage in careful problem solving on their own.
Conclusion –
According to Malloch (2004) honest and effective leadership, has been the key
factor of PepsiCo’s success and competitive edge in the Market. It aptly concludes
that an Organization which has leaders, who can bring out the best ideas from its
people and exemplify the organizational mission through its innovative leadership
competencies, is surely to take the organization to greater heights. The level of
achievement within the organization rises increasing the depth and breadth of the
impact when the followers and team members are appropriately motivated and
inspired to work in cohesion. Organizations with strong transformational Leaders
are more rooted in stimulating the performances of their employees. This leadersip
trait has been growing in its popularity and recognition because of its seemingly

pervasive application. This case of CSI of PepsiCo also makes it visibly clear that
the Leaders leading with empathy and openness are more likely to foster a culture
of innovation and creativity among the members.

References -
Koss, Johann Olav. "Interview with Johann Koss at Claremont McKenna College."
Interview by Kyle Weiss. Koss, Johann Olav. "Kravis Prize and Transformational
Leadership." Personal interview. 12 Mar. 2014.
Kristof, Nicholas D., and Naka Nathaniel. "Reader Responses to 'The Age of
Ambition'" Editorial. The New York Times. 28 Jan. 2008.
Web. 16 Oct. 2013. Meehan, William, and Kim Jonker. "Rural Development
Institute: Should It Tackle the Problem of the Landless Poor in India?" Stanford
Graduate School of Business (2007): n. pag.
Stanford University. Web. Neirbauer, Nickolas. "Kravis Prize and
Transformational Leadership." Personal interview. 11 Mar. 2014.
Northouse, Peter Guy. Leadership: Theory and Practice. Thousand Oaks, CA:
Sage, 2004. 6th Edition, 190.
"Johann Olav Koss | Ashoka - Innovators for the Public." Johann Olav Koss |
Ashoka - Innovators for the Public. N.p., n.d. Web. 23 Apr. 2014. "