Leadership and Management: A Case Study Analysis of Dyson's Strategies

This case study analyzes Dyson Limited, examining its organisational culture, Handy's model, and organisational structure. The analysis delves into the impact of these elements on the company's performance, employee motivation, and overall success. The study explores Dyson's flat organisational structure, highlighting its effects on operational costs and employee interaction. It also discusses various aspects of organisational culture, such as the importance of a positive work environment and its influence on employee productivity and team management. The case study further provides recommendations for improving the company's performance and achieving its objectives. The report covers key principles of management, organisational structure, and organisational culture, offering insights into Dyson's strategies and their implications.

Individual Case Study
Analysis

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Organisational Culture............................................................................................................3
Handy's Model of organisational culture................................................................................4
Impact of organisational culture on the company..................................................................5
Organisational Structure.........................................................................................................6
Impact of organisational structure on company.....................................................................7
Performance of the company..................................................................................................8
Motivation..............................................................................................................................9
RECOMMENDATIONS...............................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
Books and Journals...............................................................................................................12

INTRODUCTION
The mode which determines how the organisational structures are developed, and also it
tells how the group of individual member and management effecting the overall performance of
the company when they collaborates with each other, is termed as Organisational Theory (Wan
Norhayate and et. al., 2019). Mainly, the organisational theories are divided into three types –
Classical Theory, which is the oldest theory and concentrates more on achieving the
organisational motive and profit generation rather then the efforts made by the man power of the
organisation. Second theory is Neo – Classical Theory, which do not agree with the perception of
classical theory. It states that employees of the company are the most essential asset of any
administration. Both conventional and casual relationship should be their between the employees
and the organisation. Third and last theory – Modern Theory, states that the organisation should
be ready to accept the changes occurring in the environment whether at micro level or at macro
level. In context to Dyson limited, they design and manufactures household appliances, like
vacuum dry cleaners, air purifiers, hand dryers, heaters, hair dryer appliance, blade less fans and
lights. It's headquarter is in Harbourfront, Singapore, founded by James Dyson with the aim to
manufacture and deliver best quality technical home appliances products across the world and
incorporated on 8 July 1991. They had more than 12,000 employees across the world. This file
includes the most important principles of management, organisational structure of the company
and organisational culture of the organisation, also it includes the impact of organisational
structure on the company and impact of organisational culture on the managers (Alfian, 2021).
Further, it tells about the motivational level of the man power, are they feeling motivated or not
while working in the organisation and finally ended with measuring the execution of the
company and suggesting some important prospects which will help the governing body in
achieving it's objective smoothly, effectively and more efficiently.
MAIN BODY
Organisational Culture
Organisational culture described as group of values, behaviour, beliefs, policies, attitude
and principles that are formed for the organisation. It also includes expectation and practices that
guides the members of the company. Organisation culture is maintained by the leaders of the
organisation and implemented by the employees working in the organisation which makes the

company unique from others (Garengo and Betto, 2022). It defines the attitude of the employees
with the others. Their are different types of model which helps to understand the organisation's
culture. There is a 'Handy Model' which defines the culture of the organisation as follows:
Handy's Model of organisational culture
This model is first introduced by Harrison in the year of 1972, later on Charles Handy
popularised this model in the year of 1996. hence it is referred as Handy Model (Ogbu Edeh and
et. al., 2019). In this culture is basically categorised into four major parts as Power, Role, Task
and Person. This model helps to understand how employees feels good & bad in various
organisations.
 Role culture: Role culture is highly job oriented and can be seen in the bureaucratic type
of organisation where two way communication is adopted. It is well defined structure in
which each employees of the organisation know their roles and responsibilities within the
organisation. In this structure employees can take decision independently and can share
their views and ideas. They can suggest changes in the task as per their convenience that
what kind of approach is more suitable for them to achieve the organisational objectives.
Therefore, employees are individually accountable fro their work. This type of culture is
following by Dyson in which they are giving the rights to their employees to take
decisions and to share their opinions. They can take decisions freely and can enjoy the
democratic bureaucracy. It makes every individual employee to aware about their
responsibilities and their work towards the organisation.
 Task culture: It is defined as that the member of the organisation is divided into small
teams of member and then they are assigned with the project. Each team member put
their collaborative efforts in completing the project which helps the organisation to
achieve the objectives. This type of culture is mainly preferred where the control over
every employee in the organisation is not possible. This approach is also used where
employees unable to achieve the specified task assigned by their seniors (Semordzi,
2019). In this contribution made by the individuals are equal and more innovative which
helps in desired results. In this the performance of the employees are measured on the
basis of their task.
 Person culture: This kind of culture generally found in professional organisation in
which employees can work with their own expertise. It is actually people oriented culture

in which employees of the organisation feels that they are the most important and
superior in the organisation. Therefore, it is sometime difficult to run the organisation due
to the self centric nature of employees.
 Power culture: This culture looks like spider web in structure, due to the authorities of
top level management sits at the centre of the company, and all the other employees are
surrounded like in the shape of circle. The person sitting at the more nearer of the centre
feels more motivated and influenced. The employees get responses quickly of the their
problem, but they are fully dependent on the people of top level management. There is
right to take decision is only in the hand of higher authority. In this type of culture
employees can not express their views and share their ideas, they only follow the
instructions mentioned by the top level managers.
Impact of organisational culture on the company
There are some factors of organisational culture which impact on the company as
follows:
 High performance of the employees: When the employees within the organisation feels
motivated and safe towards their future growth it leads to that the employee can produce
more output as compared to when the they feel demotivated (Chowdhury and et. al.,
2022). Hence, the friendly work culture of the organisation tends to produce more
number of top performers within the organisation.
 Team management: The employees are divided into teams and they perform the task
with team efforts. This helps to produce the output in more effective and innovative way.
It is due to that each individual helps each other and shares their suggestions to do the
task in more easier way. Team work also enhances the productivity by achieving the
targets in less period of time.
 Goodwill: The employees of the organisation represent the culture of the business in
outside environment. The company is motivating and taking care of their employees
which is helping the organisation that employees are creating the company's image in
outside environment. It is directly related to brand value and productivity.
 Increases interaction among employees: The friendly environmental condition of the
workplace always results in motivating, encouraging and increasing the interaction with
the organisation and with the other teammates. By having a strong connection with the

organisation the employees feel more free to share their ideas & views. A well managed
two way communication is their which helps to achieve the organisation goal easily.
 Increases profitability: The organisation is providing training & development session,
support and other facilities to handle employees complaints & queries which is helping
the organisation to make employees to feel motivated. It results in higher productivity
and profitability with available resources.
Organisational Structure
The way that determines how the work is performed and monitored, in such a manner
that the company is able to achieve its decided goals. Every and every organisation is following a
defined organisational structure which helps in knowing the functionality of the organisation and
its working condition (Devinney and Dowling, 2020). The organisation is only considered as a
successful organisation only when, each and every employees are assigned with their role and
responsibilities and the employees are aware about all their roles and duties. By following the
structure which is well defined will results in producing the desired output and saving a lot of
companies resources, time and efforts also this will help in increasing the performance of the
company. The organisational structure of any business enterprise will show the whole culture of
the organisation. It also affects the productivity, retention rate and satisfaction of the man power
and marketing strategies of the organisation. Organisational structure has dependency on the
size, nature and objectives of the business enterprise. Large sized organisations as well as small
sized companies follows the different organisational structure. Organisational structure helps in
determining the responsibilities of the employees at various levels that operates with in the
company. A unstructured organisational structure will affect the working performance of the
employees, as they are not aware to whom they have to report if some problem occurred. The
things which can affect the organisational structure are strategy made by the organisations,
objectives decided by the organisations, environment and working culture of the organisation,
technology used by the company and the size of the organisation. Some general organisational
structures are stated below -
 Matrix organisational structure – The organisational structure having balanced
decision making and flexibility approaches are termed under the matrix organisational
structure. By following the combination of divisional and functional structure it is
gaining benefits from both side. This approach includes two managers, whom the

employees has to report. Out of which first manager works for business portion and the
second manager pays attention towards administration work. While working with the
various departments of the organisation the employees learns to work by making team
efforts and it also helps in developing the new skills within the employees.
 Hierarchical Structure: The most general and commonly used organisational structure
is hierarchical structure, in which series of command flows from up to down. The
existence of this structure is linear & pyramid shaped. A group of people are assigned to
one manager in order to make a proper control over the employees and work can be done
smoothly, in a clear manner. The manger is only liable to decide work and allot that work
to the employees. The authority is only on the just senior manger who is deciding the
work. The outputs produced from this structure is very productive, for attaining the
organisational goal.
 Functional Structure – The structure under which all the departments of the
organisations are differentiated under different departments and specified roles and
responsibilities are defined for the employees of that department is considered as
functional structure. The senior mangers of the organisation provides the great pace of
teamwork and helps the employees at each and every point of time. A platform to each
and every employee is provided their they can showcase their talent and skills and can
share their view. It helps in improving their knowledge and understanding the work more
clearly.
 Flat organisational structure - This structure is generally followed in the small
organisations, as there is no middle level management in this type of organisation
between top level management and lower level management (Arora, 2019). Dyson
follows this type of organisational structure. The top level authorities do not even have
their own offices, but the employees of the organisations enjoys working at a large space.
The employees of the company are also busy in performing their work and achieving the
organisational targets.
Impact of organisational structure on company
From the above part it is clear that Dyson is using the flat organisational structure. Some
important factors of the flat organisational structure that affects the performance of the company
are as follows -

 Lower operational cost – The flat organisational structure do not have the middle level
authority. The authorities are in the hand of employees so the so take decisions on its own
which is beneficial for the organisation (Truant and Broccardo, 2020). So, the
organisation do not have to spend much on the hiring the middle level staff. Also, the
decision making power is in the hands of employees, so quick decisions are made and
cost of taking decisions also decreases. The cost saved in these activities can be used at
some other curial areas.
 Communication improvement – Due to large and tall sized organisations the frequency
of communication is very slow, it takes a lot of time in delivering messages. But, in flat
structure organisation due to absence of middle level management and powers in the
hand the employees, the speed of communication is very fast and time consumed while
taking decision is also very slow.
 Increases motivation – Having power in the hands of the employees and decision
making rights boots the motivation of the employees. The start feeling confident and feels
more happier. It also improves their job satisfaction experience. They have the decision
making power and are responsible for all the activities happening under it, so the
employees will make sure that they will not perform and activity which is not in the
favour of the organisation.
 Innovative – When powers and authorities are in the hand of the employees, the
employees will bring out the best possible output in the favour of the organisation. They
use their all the skills and talents towards their work and make the organisation feels
proud on them. The authority is in the hand of employees, so the decisions will always
aim to achieve the organisational goal.
Performance of the company
The performance of the business depends on various factors like organisational structure,
working culture of the organisation. Some of the important factors which helps in improving the
performance of Dyson are as follows -
 Innovative products – Their is a numerous substitutes available in the market for each
and every product. So, to encourage the focus of the customers toward your product in
spite of the competitors product their should be some uniqueness in the product, which
makes the product looks different among the customers. are different market segment to

target that specifies where the products can outperform (Pfeffer, 2018). It can be achieved
by lead generation process in which company target those customer who has shown some
interest in their offering. The technology and innovation technique used by the Dyson is
highly complex and this is giving them a competitive advantage.
 Setting goals – A well defined organisational structure helps in defining the
organisational structure. When each and every employee of the organisation knows there
roles and responsibilities to be performed by them then this is the perfect example of well
defined organisational structure.
 Customer satisfaction – When the benefits that the customer is getting is more than the
value they are paying on the product then the customer feels satisfied and is called
customer delighted. When the companies start making the products as per the customers
need then the company will acquire a large and happy customer base (Kato, 2021). With
this Dyson, is involved in performing proper research and keeps an eye on the market
trend. When ever the customer makes a complain its a key indicator for the company that
the customer don't want to change you and will remain your loyal customer, but just
listen to the problem that the customer is saying and find out the solution of their
problem.
Motivation
Organisational theories and practices employs impact on the performance of the
workforce. It involves that a poorly organised structure defines the reduced productivity, no
incentives given to the employee, lack of cooperation and barriers in communication which leads
to demotivation of the employees (Karácsony and et. al., 2022). In context to Dyson, it is
encouraging their employees using following ways as:
 Set objectives & encourage achievement: Organisation can set the objectives for the
workforce due to that they prefer challenges. If there is same kind of task given to the
employee with no objective makes them to feel demotivated. The company is providing
specific targets to their employees which also used to analyse the performance of
employees. They also recognises the work of their employees to encourage them.
motivation can also be done by providing rewards to their employees when they achieve
the specified target.

 Providing Space: It defines that there should be proper working time in the organisation
which is essential to make balance between work & give space for personal life of the
employees in the company. It helps employees where they can spent quality time with
family and friends. The company recognises each employees as an individual and value
their personal life as well.
 Use friendly work culture: As it is known that employees spent their most of time in the
office therefore companies are using friendly work culture in the office to motivate them.
This is helping the employees to work more passionately. It also helps to create a
comfortable space in the employee's mind.
RECOMMENDATIONS
The most essential asset which every organisation requires is its man power or
workforce. Therefore, providing the right set of training & development program to the
employee of the company in order to increase the productivity and profitability is crucial. The
company should focus on the customers preferences such as their interests and needs during
manufacturing and designing the products or services for the customers. When the company
starts developing customizable products or services it will attract many other customer in the
market which will creates the demand of the products or services automatically. There is also
quality of product that company needs to take care. It is due to that quality of product related to
customer satisfaction that is another advantage for the company to enhance the brand image.
Now days, technology is rapidly growing, organisation should adopt the latest technology in the
various departments such as product manufacturing process, distribution channel, marketing of
the product and online product selling etc. The company can use various social media platforms
to make product visible and in promotion of the products or services. Organisation's vision,
mission and values should be clear and understandable. Organisation needs to define the safety
and security of the employees. The company needs to focus on various environmental concerns
and move towards the green energy.
CONCLUSION
From the above research it can be concluded that the organisational theories and practices
plays a significant role to ensuring the benefits defined by the organisation. This report defines
the proper management of the company with the help of the hierarchical organisational structure

that is following by the company and how it is helping the employees to know whom to report as
well as their roles and responsibilities. This research also contains how organisational culture
helps in enhancing the brand image as the employees represent the company. There is 'Handy
Model' is used which helps in describing the organisation culture. Later on, it explains the impact
of organisational structure & organisational culture on the company. In addition with employee's
motivation factor and the motivation and evaluating the performance of the organisation that
derives how to achieve the organisational objectives. At the end, there is some recommendation
discussed for the organisation that how it can achieve it's objectives more easily.

REFERENCES
Books and Journals
Alfian, A.F., 2021. Technology Entrepreneurship Project (ENT 600): Dyson Ltd.
Arora, M.R., 2019. Key elements of organisational structure and design.
Chowdhury, S. and et. al., 2022. Impact of Organisational Factors on the Circular Economy
Practices and Sustainable Performance of Small and Medium-sized Enterprises in
Vietnam. Journal of Business Research, 147, pp.362-378.
Devinney, T. and Dowling, G., 2020. What Are the Strategies of Australia’s Universities?
Organisational Structure. In The Strategies of Australia’s Universities (pp. 183-190).
Palgrave Macmillan, Singapore.
Garengo, P. and Betto, F., 2022. The role of organisational culture and leadership style in
performance measurement and management: a longitudinal case study. Production
Planning & Control, pp.1-19.
Karácsony, P. and et. al., 2022. A Study of the Motivation of Employees Working in the
Financial Sector in Slovakia. Transylvanian Review, 30(1).
Kato, T., 2021. Contribution of concept recall to brand loyalty: An empirical analysis of design
and performance. Journal of Consumer Behaviour.
Ogbu Edeh PhD, F. and et. al., 2019. Organisational Culture Dimensions And Employee
Performance In Nigerian Fast Food Restaurants. Gabriel, Organisational Culture
Dimensions and Employee Performance in Nigerian Fast Food Restaurants.
Pfeffer, J., 2018. Dying for a paycheck: How modern management harms employee health and
company performance—and what we can do about it.
Semordzi, D.K., Role of Leadership Behaviour in Organizational Culture and Job Satisfaction.
Truant, E. and Broccardo, L., 2020. Innovation strategy and organisational structure: insights
from an Italian family firm. International Journal of Entrepreneurship and Innovation
Management, 24(2-3), pp.172-188.
Wan Norhayate, W.D. and et. al., 2019. Mediating role of knowledge management effectiveness
on HRM practices and organisation performance relationship. Trends in Social
Sciences, 1(1), pp.42-56.