Exploring Strategic Management and Leadership

This assignment delves into the realm of strategic management and leadership, providing a comprehensive overview of essential concepts and theories. The selected readings cover topics such as reframing organizations, disruptive innovation, consumer resistance to innovation, workplace culture, big data analytics, Uber's impact on transport systems, design for labor, leadership effectiveness, and corporate social responsibility. These articles and book excerpts offer valuable insights for students, researchers, and professionals seeking to enhance their understanding of strategic management and leadership in various contexts.

Running head: HR, LEADERSHIP AND STRATEGIC MANAGEMENT
HR, Leadership and Strategic Management
Name of the Student:
Name of the University:
Author Note:

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HR, LEADERSHIP AND STRATEGIC MANAGEMENT
Executive Summary
Some of the pronounced HR issues today faced by Uber, Google and Microsoft are sexual
discrimination discouraging from working, ideological domination, and other allegation of
discrimination that have made media speculate about the organizational culture of these well-
renowned firms. Over the years this has also resulted in the draining away of talent. The
report aims to deal with macro and micro-environmental analysis of these three globalized
firms as well as to identify the key changes in their HR and leadership functions that they
have accommodated for following a recent decline in their reputation at the global pane.

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HR, LEADERSHIP AND STRATEGIC MANAGEMENT
Introduction
The report takes into consideration three major companies namely Ube, Microsoft and
Google. Uber founded in 2009 has emerged as one of the most potential private startup and
has a higher esteem in market even more than Ford Motor Company. Uber is the brainchild
of Travis Kalamic and Garrett Camp with its headquarters set in California, the brand has
lived up to its name signifying the ‘topmost’. In terms of its growth, Uber has set a record in
2011 witnessed a breakthrough in terms of its growth (Davidson and Fischer 2015).
Microsoft Corporation is a pioneer in the field of personal computer software system which
was founded in 1975 by Bill Gates and Paul Allen. Its operating system the IBM PC has a
huge grip on the market of personal computers. Microsoft progressively incurred vast amount
of profit especially in 1995 following the launch of Windows 95. Google Inc was a result of
the collaboration of Sergey Brin and Larry Page and their interest in the complex
phenomenon of search engine which was on the PageRank algorithm. Presently Google
offers more than 50 quality products including g-mail, Google Hotel Finder and Google
Groups.
Task 1
Uber Google Microsoft
Political
Factors
In UK the political
factors are not favorable
for Uber as it is facing
lawsuits and employee
agitation. In Australia, its
growth has faced several
criticisms from taxi
In UK, the political
factors are not
favorable for Google
due to the rumor
round Google’s
monopolistic
In the countries like
UK and Australia
Microsoft has
enjoyed political
stability although it
needs to concentrate
on the growing rate

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HR, LEADERSHIP AND STRATEGIC MANAGEMENT
drivers whose business
has been affected the
most.
structure. of international trade
agreements where
foreign firms can
replace Microsoft.
Economic
Factors
In UK growth of Uber
has called for job creation
for hundreds of
unemployed people and
has helped citizens by
making the traditional
taxis lower down their
rates. In both USA and
Australia Uber is in an
advantageous position
since it offers cheaper
modes of transportation
to passengers especially
during periods of
recession. In both the
countries, Uber has
witnessed a steep growth
in the face of rival
competitors.
UK and Australia
being developed
nations it has
enjoyed huge
economic stability
Has received support
from developed
countries like UK
and Australia. The
economic stability
has attributed to its
growth.
Social Factors In UK growth of Uber is
accentuated by lifestyle
UK and Australia
has witnessed a
Microsoft has a good
understanding of

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HR, LEADERSHIP AND STRATEGIC MANAGEMENT
pattern, boon in the
corporate sector,
economic stability and its
operation in populated
areas. In Australia it has
gained a competitive
niche because of
ridesharing service by
Uber. This has given
Uber a steady growth in
the last 1 year. The price
differences between ride
sharing and traditional
taxis has also prompted
Uber’s growth.
growing dependency
on Facebook,
Twitter and
Whatsapp for
securing information
that was previously
done through
Google. This is a
challenge for
Google. In Australia,
Facebook has 15
million users posing
a direct threat to the
operation and
success of Google.
In UK Yahoo and
Mozilla are more
popular.
consumer
psychology and in
both of these
countries caters
aptly to their
leisurely attitudes
which is a huge
opportunity for its
growth.
Technological
Factors
In UK and Australia Uber
has provided advanced
features through the
development of Uber
Application. The
application is famous for
offering scheduled rides,
Growth of
proprietary search
engine in Apple
products has been a
direct threat to
Google’s success.in
UK Apple iOS has
Microsoft has a
competitive edge
due to Peak, Plateau
and Canyon. In UK
and Australia
Microsoft has
increased consumers

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HR, LEADERSHIP AND STRATEGIC MANAGEMENT
multiple drop off points
therefore providing its
passengers utmost
satisfaction. In Australia,
primarily the popularity
of Uber was low however
it has boomed due to the
increase in the number of
smartphone users from
15.94% to 17.35%. Uber
has maintained a smooth
system in bridging the
gap between the driver
and passenger.
increased to 52.89%.
Similarly in
Australia Apple
users have rose to
55.7%. Amazon and
Microsoft have
launched search
algorithms which are
reportedly more
popular than
Google.
due to mobile
technology
Environmental
Factors
Uber has thrived because
of its sustainable
development. uber’s pilot
project Uber Green has
encourage more number
of people to opt for a
environment friendly ride
in sharp contrast to fossil
fuel rides. In Australia
this has acted as a
marketing campaign as
Google is dominant
in internet
infrastructure that
primarily consumes
huge amount of
electricity. It has not
acted in favor of
Google
Microsoft focuses on
sustainable
development in both
UK and Australia
and strives to
achieve SDGs.

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HR, LEADERSHIP AND STRATEGIC MANAGEMENT
people are more
conscious of reducing
transportation industry’s
carbon emission.
Legal Factors Uber has faced legal
scenarios in Australia
especially after its launch
of driverless cars which
is a direct threat to 5.6%
unemployment rate in
Autralia. In UK, Uber has
landed itself in legal
troubles due to
cancellation of Uber
license which puts the
future of Uber in deep
uncertainity.
Google has faced
more regulation on
online privacy
policy in both UK
and Australia.
Microsoft has been
facing legal
challenges regarding
Energy
Consumption
regulation
Figure: PESTEL Analysis
Source: Author

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HR, LEADERSHIP AND STRATEGIC MANAGEMENT
Uber Google Microsoft
Bargaining
Power of
Suppliers
High. There are a
number of suppliers for
Uber because Uber does
not have its own
vehicles. Suppliers have
greater control over Uber
Weak. Google has
many suppliers at its
disposal and high
availability of
supply coupled with
large population of
suppliers
Moderate.
Suppliers’ size is
moderate with a
limited power on
Microsoft. Microsoft
should incur more
number of suppliers
since its business is
based on supply
conditions.
Threat of New
Entrants
High. The availability of
other choices like in
Australia GM cabs and
Yellow cabs and in UK
alternatives like Mytaxi
and Ola
Moderate. The new
ventures generally
are few due to rising
cost of brand
development to
compete with
google. Some
competitors are
Amazon and Mozilla
Moderate. New
entrants are
comparatively low
due to high expenses
required for brand
development and
moderate switching
costs resulting in
moderate force.
Bargaining
Power of Buyers
Medium as customers
have number of options
to choose from
Medium. Buyers
have only a limited
contribution to the
company
Moderate. The
buyers have limited
number of options to
choose from apart
from Microsoft. The

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HR, LEADERSHIP AND STRATEGIC MANAGEMENT
moderate switching
costs are
nevertheless a
concern for
Microsoft.
Rivalry among
Existing
Competitors
High. Uber faces stiff
competition from Lyft,
Ola, Grab due to lack of
innovation and
distinctiveness of
services.
High. Yahoo and
Microsoft search
engines are slowly
getting popular in
developed countries
like UK and
Australia. however
Google’s brand
image has positioned
it in an advantageous
position.
High. This is
because of the low to
moderate switching
costs, high variation
of firms and rate of
innovation that some
of these firms like
IBM and Oracle
employ. Microsoft
requires strategic
decision making in
order to compete in
the market.
Threat of
Substitute
Products
High. Other taxi
companies that provide
similar services like that
of Uber. Innovation
needs to be build up for
better faring of Uber
Medium.
Competition is low
since search engines
are rated according
to its accuracy, user-
friendliness and
speed
Weak. This is
attributed to poor to
low performance of
the substitutes.
Microsoft has better
speed,
administration and

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HR, LEADERSHIP AND STRATEGIC MANAGEMENT
management when
compared to its
competitor Oracle.
Figure: Porter Five Forces’ Analysis
Source: Author

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HR, LEADERSHIP AND STRATEGIC MANAGEMENT
Task 2
Leadership strategies of Satya Nadella:
Introducing a Culture of Diversity: Including a team of diversified workforce has been one of
the main target of Microsoft’s CEO. He believes in individual potentiality irrespective of
cultural or ethnic diversity (Lymberopoulos et al. 2015). He believes that it plays a key role in
increasing productivity and reputation of company at a global level. Over the years he has
encouraged employees to come out of their stereotypes and shell to enhance a culture of
learning and growth beneficial for both Microsoft and the employees (Berson, Waldman and
Pearce 2016).
Building an Atmosphere of Trust- a leader should be able to inspire and encourage
employees to deliver superior quality work. Nadella’s strategy has helped the employees to
grow and align their long-term goals with Microsoft’s (Claudy, Garcia and O’Driscoll 2015).
He has created an organizational culture where strategic thinking is one of the key
components for implementation during a crisis or to develop the competitiveness of
Microsoft.
Ingratiating Democratic Leadership Style- Nadella has encouraged the employees to take
important decisions for Microsoft (Lymberopoulos et al. 2015). This behavior has induced
workers to function in a manner consistent with hard work, self-determination and
enthusiasm without making the employees feel burdened or subjugated by power.
Leadership Style of Sundar Pichai
Setting a Clear Vision: Sundar Pinchai had set a clear vision for Google in order to motivate
employees for working towards that goal with strategic planning. Google has therefore stayed
the most competitive and popular, stretching its usability even in the poorer countries. As a

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HR, LEADERSHIP AND STRATEGIC MANAGEMENT
leader Pichai has ensured that the employees are not in possession of vague and ambiguous
vision and values regarding Google. This has helped Google to recruit some of the
meritorious and talented employees irrespective of gender from all around the globe.
Effective Communication: he has introduced an organizational culture that promotes
transparency to initiate a positive work environment. This has furthermore helped Google in
effective planning, organizing, managing and motivating employers to maintain their
competitive edge in the market with the help of innovation and creativity (Fong 2017).
Training for Unbiased workplace: as a CEO in his leadership style, Pichai had sought the
importance of including training that discourages workplace bully, gender discrimination to
promote the growth of inventive ideas and recognizing individual potentials (Cross 2016).
Pichai has always believed in the importance of an organization where people worked as a
team with good faith and respect for each other.
Leadership Style of Dara Khosrowshahi
Fostering an Atmosphere of Innovation: Khosrowshahi believes innovation as the key to
make Uber the first choice of its customers. He believes in facilitating an environment that
would lead employees to keep up a fast pace in the market. Uber uses technology to provide
reliable rides in an eco-friendly manner (Johnson 2016).
Fostering Workplace Diversity: Khosrowshahi has fostered for a cultural diversity at Uber
which reflects the diversity of cities where Uber operates ((Davidson and Fischer 2015). This
has resulted in higher morale of the employees and work as a team marching towards growth
and success. Owing to the leadership strategy of Khosrowshahi, Uber has witnessed a number
of talented employeed bringing forth creativity and innovation in the organization. (Claudy,
Garcia and O’Driscoll, 2015).

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HR, LEADERSHIP AND STRATEGIC MANAGEMENT
Flexible Work Schedule: this has generated productivity as employees could make the best
possible use of their core competencies. Khosrowshahi had always insisted his workers for
learning to cope up with endless demands of market in order to ensure growth and prosperity.
Khosrowshahi has introduced this system predicting the complex mechanisms of the
upcoming market where the workers would be methodical in approaching crisis with
innovation and flexibility.
From the above discussion it is apparent that the CEOs of Uber, Google and
Microsoft values employee motivation and workplace diversity more than an autocratic
leadership strategy (Cross 2016). The measures implemented to promote female employees
and equal payment have been a priority of all these major companies. As per data, Uber has
hired more than one-third of female workforce but however, women employees at leadership
positions are significantly low. In order to appeal Uber at a global level, it needs to promote
women empowerment through recognizing the potentiality of female employees. The
decision-making choices of these leaders are influenced partly by their own colored and
immigrant status and partly by their own experiences regarding the value of being a calm and
motivational leader for an organization as opined by Abendroth et al. (2017). Companies like
Google and Microsoft have decided to include an unbiased work culture so as not to appear
juvenile and biased on a global plane. In this way these companies ensure to retain a good
grasp of international market and the general consumers. The propagation of such beliefs can
actually hamper their reputation and increase employee discontent as pointed by Cravens et
al. (2015).
Conclusion
It can be concluded that the three companies Uber, Google and Microsoft need to
focus more on their macro-environmental factors to continue exerting a positive influence in