Leadership Change in Amazon: Challenges and Strategies

This document discusses the challenges faced by Amazon due to leadership change and the strategies to approach them. It also highlights the importance of employee engagement and diversity in the organization. The document includes a Leadership Change Model to evaluate the performance management system and suggests effective strategies to reduce chaos and promote business growth.

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Name of the Student
Name of the University
Author Note

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Table of Contents
1.1. Part A..................................................................................................................................2
2.1. Part B...................................................................................................................................3
3.1. Part C...................................................................................................................................7
1. As chief executive of the organisation, describe how you would have approached this
particular challenge; the critical dilemmas you would have faced, how you would have
engaged with these dilemmas and the reasoning behind your recommended choice of
actions?...................................................................................................................................7
2. Identify the critical generic factors any senior executive team would have to consider in
this situation, regardless of the type of organisation and its operating context...................10
3. Explain how you would evaluate the outcomes of your recommended approach?.........12
4.1. Part D................................................................................................................................15
References:...............................................................................................................................18
Appendix..................................................................................................................................20

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1.1. Part A
The chosen firm for the discussion of the topic is Amazon. It is one of the leading e-
commerce business in today’s era of time. The owner of the business firm is addressed as
Jeff-Bezos. Speaking in terms of the leadership challenge, the firm has been facing a number
of challenges such as that of the leadership challenge. The business started with the platform
for selling books (Radford et al., 2014). Slowly gaining pace in the consumer market, the
firm started to deliver services on the e-commerce platform with the selling of commodities.
However, shifting towards the e-commerce platform is not a very easy task it requires a lot of
marketing strategy and that of professionalism. On the other hand, there is a diversified
segment of consumers that demands the products from different regions of the country. To
maintain them on a real time basis, a separate back team is required along with that of the
number of sub-departments. The number of rival firms and that of their competitive
advantage is also required to be taken care of.
Jeff-Bezos makes use of two Pizza rule within the internal environment of the
organisation. He believes that each of the working theory should be divided into a small
group such that any internal conflicts or ego can be eliminated. On the other hand, it is that
when the teams are in small groups, each of the individuals contribute equally about the
ideas, concepts, and innovation strategies. Besides, they believe that to manage a bigger team,
separate back team management is required. The cost will be incurred in tracking and
monitoring the activities of each peer groups and that of the concerning individuals.
Speaking in terms of the external environment of the organisation, the corporate-level
strategy of Amazon considered being eloquently in terms of their visionary and that of the
mission statement, “We seek to be Earth’s most customer-centric company for three primary
customer sets: consumer customers, seller customers and developer customers”. Taking into

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the overall perspective, the concerning brand Amazon.com aims to do anything and be
everything that the potential consumers, sellers, and developers want to. It is the vision of the
concerning firm for which Amazon.com brings all the three underneath one umbrella, and
spits out the same result (Sairio et al., 2014). They all walk away from Amazon.com with the
true e-commerce experience. Speaking in terms of the business level strategy, they make use
of the four diversifying portfolio categories.
Along with that, they also focus on their e-commerce using third party selling, infrastructure
Technology that makes use of the cloud computing Technology, and that of their very own
Kindle department. The belief of the manager and that of Jeff-Bezos that the concerning
business from Amazon is a technology-oriented business firm at the priority. The second
priority of the business two more enhance is technological expertise to bring about in hike up
in sales. The hike up m is regarding the product offerings and that of the services which have
the potential to obtain the satisfaction of the consumers and to yield a profitable revenue.
2.1. Part B
The democratic kind of leadership is being followed within the organisation. On the
other hand, this leadership style has been able to bring about huge change within the
organisation. The concerning employees are also given much of the priority and attention
towards the various process of the organisation. This has helped to obtain the faith and the
trust of the employees. This manner it has helped to maintain harmony within the
organisational business activity. Besides, making use of the employee’s feedback, they are
being asked to participate in the joint communication session to bring out their vision, ideas
and any strategies that they propose to bring within the organisation.
This employee’s participation has resulted in a huge change such that business processes and
activities have shown a huge change in the business processes (Nohria et al., 2017). The

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innovation product offerings are possible because of the research and development team that
the firm makes use of. This is the team that continuously, strive to introduce a new set of
innovative products that the rival business firm fails to introduce within the consumer market.
This research team works continuously and make use of the consumer’s feedback while
carrying on the design phase of the product offering. They give immense priority towards the
consumer's feedback; they believe that the consumers feedback pave them a way for the
introduction of the desired commodity.
Diversity as an advantage, Katie believed that being a woman of diversified colour is one of
the major advantage within the corporate environment. She looks very distinct, so she is more
memorable; this directly denotes that she can more easily foster connections with that of the
other concerning employees (CNBC.com, 2018). Besides, it is to be taken into consideration
that her heritage is also one of the great conversation starters. Besides, it is being found that
due to her nature of existence, people are more concern and curious in regard to her historical
background. She is of South African and English mix - people are always curious about her
history and her journey. Katie further keeps on explaining that the corporate firms with that
of a more diverse workforce will be having more success.
Diverse companies will attract better talent, have a stronger brand, and improve employee
satisfaction. Diversity is considered to be one of the elementary keys towards the innovation
in regard to the availability of new ideas and creating a better connection with that of the
potential customers of the market; this is something which is very vital for the Amazon.
"Innovation can take place anywhere, and at any moment of time, without a diverse
workforce, opportunities that stay within the hands of the firm can be missed out. Diverse
teams are better prepared to spot opportunities from a variety of sources and inputs
(Nytimes.com, 2019). Just having a diversified group of peer team is not enough as proposed
by Katie. She further supported this statement by stating that “you also need an inclusive

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environment and the capacity to receive and act on feedback. Inclusivity is important because
a diverse workforce must feel comfortable in order to contribute to ideas.
Additionally, it’s important to encourage everybody to contribute to the creative process in
order to think and act innovatively”. Besides, encouraging the diversified and inclusive
workplace culture signifies that those voices which are composed of the value statement are
not only confident in terms of speaking up straightforward, but they are also given priority
such that they are being heard in respect of what is being said. Their recommendations are
taken into considerations. On the other perspective, with the change in time as the companies
become more and more global in terms of the business activities, diverse perspectives are
vital for which Katie urges the corporate firms to promote and encourage a workplace culture
where diversified background of employees and workers are free to bring out their visions,
ideas, and any of the statement that they desire to convey in the eye of the management team
or any other senior official body.
One of Amazon’s present employee Katie-George stated that how Amazon has embraced her
differences within the business undertakings. Amazon recognises the value of diversity, an
experience of being different. Furthermore, the employee of the concerning business firm,
Katie outlays that she had a privileged childhood within the underprivileged country.
However, whenever her mother used to shift in UK (Wherewomenwork.com, 2019), it was
the time when soon Katie began to realize the financial needs and the set of difficulties in
case of lack of financial mediums. On the hand, when Katie began her psychology degree at
Warwick, slowly she began to acquire the knowledge and the meaning of diversity and what
made her different from the other students. She also said in an interview that "This proved to
be both an obstacle and an advantage. I was referred to as the girl with the afro…because out
of 20,000+ students, no other girl had one! It was at university when I started thinking about

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how I could create positive change for others and celebrate the international students I studied
and lived with”.
The future of a diverse workforce, some of the valuable advice as shared by Katie is in regard
to the fact that how various companies can undertake a number of efforts for the sole purpose
of retaining and attracting the best potential and most diverse talent. Companies should
formulate a set of common standards, such as Amazon's Leadership Principles. The different
corporate companies should also formulate distinct support and network groups with the
motive that diversified background of employees can be involved within the activity of
overcoming the important issues within the company (Diversityq.com, 2019). On the other
hand, the company senior and that of the middle-level executives should also lead diversity
and inclusion initiatives, be passionate, well-informed and visible in their support of
diversity.
A culture that embraces diversity. The corporate environment of Amazon for Katie was
different in comparison to that of the environment at Warwick. At Amazon, Katie sensed that
she has the right to speak out, be a leader and, most importantly, be herself. This is one of the
changes that the concerning business firm has introduced, Amazon creates an environment
where people can support one another, freely communicate with one another to share their
visions, ideas, learn from one another, embrace diversity and strengthen connections between
people. Furthermore, Katie also added that "Not to mention that I can wear the bright pink
socks that were frowned upon by previous employers (not that it stopped me wearing them!).
At Amazon, it is not about what you wear, but about what you have to say”.
Finding the best talent, the changes that took place over the period of time within the
working structure of the organization also involves the key role of the employee. Some of the
changes were also seen within the working of the employee that is Katie. Katie was given the

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order to go abroad countries and seek for the potential clients who have a talent set and a
hunger for growth in its carrier. For the achievement of the hiring process, she has to even fly
off to international boundaries such as that of the countries like of South Africa, Poland,
Ireland, Germany and the US. Continuously she has to visit this country in order to retain the
best of the graduates regardless of their background and cultural background (Kantor et al.,
2015).
Katie also had a different job role apart from this. She even had a diverse team of recruiters,
coordinators and recruitment managers. She proposed that "We encourage an open team
culture where we listen to our whole team, regardless of role, and use feedback to improve
processes. Some of our best ideas have come from the newest team members, while
‘inclusion’ may feel like a term used so loosely it risks losing its meaning, it is an integral
part of our business and a key ingredient in creating a workplace where innovation can
thrive”.
The challenges and concerns that was are facing in her previous organisation includes
an organizational culture that has developed because of the conservative mindset of the
management, which removes focus on the productivity and ideas of the employee and
increase focus on the dress code, which has no practical implication for the business.
However, in the current organization she is facing less challenges as she feels that she
is no longer judged upon for what she wears but instead given credibility for the ideas she
has. Thus in a way her problems reduced after she moved to Amazon.
3.1. Part C
1. As chief executive of the organisation, describe how you would have approached this
particular challenge; the critical dilemmas you would have faced, how you would have

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engaged with these dilemmas and the reasoning behind your recommended choice of
actions?
Being the chief executive officer, I need to understand the positive changes along with
that of the negative changes that will take place because of the change within the leadership
styles. Each criterion has its pros and cons. On the other hand, employee participation in the
business objectives and that of the decisions involves sharing of meaningful data and
information with that of the concerning employees of the organisation. Thus, many chances
are there that the company related data regarding the business plan, strategic moves,
competitive advantages and that of the marketing plans all can be within the hand of the other
parties (Rossman et al., 2015). As it was understood from the discussions with Kaie, the style
of leadership followed by her previous and present employer can have a significant impact on
the levels of motivation of the employee and their participation in organizational activities.
Figure: Leadership change model Source: (MindTools.com, 2019)
The Leadership Change Model can be used in the scenario to evaluate the performance management
system for the organization and understand how the performance management has been complicated

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due to the mindsets of the leadership and management within the organization. The model further
shows how chaos can erupt wthin an organization leading to complex situations. Strategies such as
saying yes to the mess, fostering diversity, challenging old habits and assumptions, motivating people,
reducing power and differentials can be effective strategies to reduce chaos. Additionally, according
to the model, performance management can be better supported by effective decision making process,
simplified structures, effective procedures, monitoring and coordination and providing directions to
the business. These suggestions can be implicated within the given case scenario to support the
management and leadership to promote business growth and better engagement of the employees,
thereby addressing the key concerns pointed out by Katie.
That is the breach of the security can take place; this can be done by the rival firms to beat the
concerning firm that is the Amazon. Being a chief executive officer, it is to be noted that
transfer of this data into the hands of the other parties can create a serious mess not only
within the business process but may also create huge impact upon the internal environment of
the organisation. Besides, being one of the reputed and famous brand much chances are there
that within the external environment a number of subjects are present who are ready to pull
the name of the concerning brand that is the Amazon.
However, these issues can be overlooked, but there are a number of positive
possibilities that outweighs the negative effects. The joint contribution of the employees can
seriously result in effective and efficient outcomes. The issues as discussed above can be
overcome by making use of the employee loyalty programs and that of by making use of the
focus group such that this focus group will be the primary body for keeping track of the
movements within the internal environment of the concerning business firm.
This focus group, on the other hand, is required to communicate with that of the other
employees periodically to address the issues that might be suspicious in the eye of the other
employees. Besides, the use of loyalty programs is required to be modified within the

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organisational premises (Vecchio et al., 2018). This is to entice the interest of the employees
and to make them stick with that of the organisational business objectives.
Employee participation is to be appreciated, that is a different aspect as of whether
every time their voices are to be heard or not. Their voices should be heard in order to obtain
a different strategy or to obtain a different scenario. Hence, before making use of their ideas,
and strategies a proper evaluation is to be undertaken by the professional team of the
marketing department and that of the operations department to measure the level of
achievement that will stay in favour of the concerning business firm Amazon. As pointed out
by Katie, the culture of the organization is significantly influenced by the attitudes of the
management and the leadership as they develop and maintain the policies and procedures
followed in the organization as well as the interpersonal interactions that can take place
within the workplace. Thus further influences the participation of the employees in the
business decisions and also facilitate better communication of information within the
organization.
2. Identify the critical generic factors any senior executive team would have to consider
in this situation, regardless of the type of organisation and its operating context.
The critical generic factors any senior executive team needs to consider in the described
situation involving the interview with Katie is discussed briefly below, through which an
understanding of the factors and how it impacts Amazon can be facilitated
For the introduction of the successful change management, it requires a lot of and
huge extent of commitment ranging from that of the executives and that of the senior
managers, whether the change is taking place within the department or it is taking place
within the complete organization. Leadership from the perspective of the senior team is one
of the most significant aspects with concern to helping the employees to contribute

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effectively and support the mandatory required changes. It is the belief of the management
team that a change effort cannot be optional for the senior staff.
Thus, there is a need to either lead or get out of the path. On the other perspective, this set of
the new system will ultimately have to stand on its own feet, but every new system needs
support and nurture”. Upon having a thorough analysis of the successful aspects of the
organisations, it is being found that transforming organisations have made several significant
mistakes. However, this set of new mistake has enabled the organisation to adopt changes
within the leadership traits (Choi et al., 2016).
Making the availability of the change-resistant people within the senior positions had
impeded the implementation of all of the goals that they had mutually agreed to and set.
Executive’s role within the organisational boundary is of immense importance. Formulation
of a new set of focused vision towards the change management process requires a lot of focus
and imaginary process, which is a characteristic trait of a leadership body. Formulation of a
picture regarding the scenario as of in the coming future days where the organisation will
stand and the level of the output that will be obtained is one of the challenging factors for the
leadership body. As a lot of enumeration and analysis is required for the proposed outcome.
However, the visionary is not of imaginary nature or the one which the consumer market
desires. It is to be of practical nature that should make sense that is based upon the practical
nature and reality. Such an aspect can also be seen from the discussions with Katie that shows
how important an effective evaluation of the outcomes in necessary to support better business
decisions.
Making an appointment of an executive champion who owns the change management
process — on the other hand, making sure that the other senior, as well as that of the
subordinate senior managers as well as other appropriate people that are part of the

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organization, should take part. Change is the effective and efficient step which can only be
obtained by making sure that the contributions of the professional bodies who must change
are involved in the planning and implementation process. On the other perspective paying
attention and focus towards the changes that are taking place within the organisational
premises (Choi et al., 2016).
Every periodic time basis of communicating with the existing employees of the organisation
regarding how things are going. The primary focus should be upon the progress and barriers
to change management. However, one of the drastic scenarios is to watch the leadership
bodies ignoring the process. The introduction of the change management process is possible
only when there is a joint and equal contribution to the side of the organisational members.
As pointed out by Katie, these factors not only affects the culture of the organization but also
the extent to which the employees engage with the organizational processes and thereby its
success. It can therefore by implied that these factors are important considerations for the
management and leadership in the organization.
3. Explain how you would evaluate the outcomes of your recommended approach?
To evaluate the outcomes for the necessary changes that are being undertaken the use
of the following three will be undertaken in determining the extent to which the effectiveness
has been achieved, they are as:
Ø Front-end evaluation: Within this specific evaluation technique the data and information
are regarding the concerning participants (employees) will be obtained and then synthesize
this set of information within the ‘interests, needs, knowledge, and motivations. It is required
to be carried on to groom the employees approaching ability and to formulate or modify the

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formulated change goals. On the other hand, anticipating the outcomes of a communication
event.
Ø Formative evaluation: gather information and data regarding the participant feedback,
this set of feedback is required to be based upon the different phase such as that of the design,
development, and implementation before or during a communication event. On the other
perspective, it is to be noted that Formative evaluation is an aspect that enables the efficiency
and that of the effectiveness of a communication event to be improved before the event has
been fully carried out.
Ø Summative evaluation: There is an immense need to detect whether the communication
event is successful in achieving its intended goals and outcomes. Summative evaluation
outlays the evidence as of whether the experience worked as expected for the participants and
that for the organizer.
Besides, the use of the internal organisational professional will be undertaken such as that of
the HR department to make sure that the business objectives to bring the necessary changes
are carried on, and it is aligned with that of the formulated plan. This HR department will
report to the top authority and that of the middle-level management in case of any suspicious
activity. This will help in overcoming any obstacle that is being faced by the concerning
business firm (Zhang et al., 2015).
On the other hand, the use of the famous leading change framework will be undertaken as
proposed by Philip-Kotler, it has eight distinct steps which we will study thoroughly. The
following are the eight of the steps below; they are as:
Ø Create: This resembles the creation of a sense of urgency regarding the necessary changes
that are required for the organisation to undertake. There is a need to make the employees

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aware as of the set of the benefits and the changes that will be possible by making the
necessary changes.
Ø Build: There is a need to make use of professional experts or a leadership body that will
pave the way or guide the other subordinates to follow the right path of the track. This body
will make sure that the guidelines are being outlaid as per the achievement motive of the
changes that are required within the concerning organisational premises.
Ø Form: This stage is more often composed of the visionary objective and that of the
strategic moves that are planned and is being implemented with the hope to achieve the
desired changes. However, there is a need to introduce the internal organisation that is to each
of the employees in regard to the changes in the activities, business process, behaviour’s and
that of the other changes that will be achieved as predicted by the management team within
the coming days if the necessary efforts are being undertaken effectively.
Ø Enlist: This stage is oriented with the enlisting of the volunteering arms such that within
the organisational premises, a large scale change is only possible when bulk or a large mass
of employees contributes towards a common objective. They must understand the urgency
that stays in the organisational hands for the necessary changes for the smooth in the business
process of the organisation.
Ø Enable: This stage is oriented with the removal process of any obstacle in the path and
focusing more on the business criteria and that of the objective of the business firm. The
removal of the processes that are inefficient, whether in the leadership quality or that of the
employee capability or any business activities.
Ø Generate: This is one of the smart and enticing stages that is oriented with making use of
the short achievement matrices such as formulation of the goals on a short time basis will

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enable the employees and the management team to experience a low burden and achieve the
desired objective smooth. Thus it will ensure the positive results.
Ø Sustain: This stage is oriented with the sustainability of the acceleration. The increasing
credibility within the organisational premises and bring about improvement within the
systems, structures and policies.
Ø Institute: This stage enables the organisation to communicate the connections that take
place among the new behaviours and that of organisational success. Thus making sure that
they are strong enough to replace the old ineffective processes within the corporate premises
(Feitelson et al., 2015).
These aspects can help in the development of a positive work culture that can engage
employees like Katie in a more effective manner and thereby maintain their loyalty to the
organization.
Figure: Change framework Source: (MindTools.com, 2019)

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4.1. Part D
An effective team and the necessary changes within the organisation is not a result of
normal operating cycle in terms of activities within the organisation. It takes place when there
is a clearly defined set of goals and business objectives. Identification of them will help in the
enumeration of the strength and weakness and thus will bring about the skills gaps that are
required to be taken care of. On the other perspective, there is a requirement of the training
programs periodically. This is to make sure that the efforts of an individual employee stick
align with that of the formulated business plan.
However, it is the change in leadership style, which will bring about much of the changes
within the organisational premises. However, for some of the employees, it may be ease to
undertake the changes. Besides, for some set of employees, it might not be easy to adapt to
the changes. A training programme is required to make sure that the changes that will take
place are being inherited in the employees along with the change set of knowledge on a
periodic basis. The training programme will be carried based on the On-The-Job training
basis. The training programme will be carried as per the following aspects:
Ø Identification of training needs.
Ø Making use of the right set of training methods.
Ø Implementing coaching effectively.
Ø Ability to work in a team and contribute as a team.
Ø Delegation of the work and duties as per proficiency.
The change in leadership can help the organization to further improve its performance and
facilitate better change management in the organization so as to help the business survive on

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the long run. Even though the democratic leadership style is supporting business growth,
change in leadership can further optimise the business performance. This can be supported by
the fact the effective change management is a necessary focus for any business to be
sustainable, and effective leadership needs to focus on change management as well as change
in leadership styles to promote business growth.
These strategies can be effective in the development of a strong workforce that is focussed on
productivity and performance as well as having strong team collaboration and inclusiveness
that can ensure employees do not feel left out or discriminated, which was a significant
organizational problem, pointed out by Katie.
Besides, the behavioural training will be undertaken by making use of this specific module; it
is as follows:
Figure: Behavioural Skills Training Source: (MindTools.com, 2019)
The behavioral skills training outlines the approach that can be taken to increase the skills
and competencies of then employees’ through effective instructional support, modeling of
solutions, rehearsal and feedback. This system allows continuous assessment and monitoring
of the system through which continuous development can occur from the feedback generated
at the end of each phase. This moreover can support a continuous up gradation of the skills
and competencies of the employees. The behavioral skills training thus focuses on the
development of the behavioral skills that can support better professional performance.

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workplace. The Eugene D. Fanning Center for Business Communication, Mendoza
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Appendix
PESTLE analysis of Amazon:
POLITICAL - Since the firm also undertakes
within the international boundaries.
The firm has to abide by the laws
and policies of the international
market boundary.
- Amazon relies upon the local
government body of the concerning
region in which it is preparation of
the generation of the profits,
distribution and that of the
implementation.
ECONOMICAL - The economic stability of the region
the firm is operating in hugely
matters such as that of the recession
stage.
- The fluctuations within the currency
denomination sis another one factor
that hampers the business
undertakings of the firm.
- The purchasing power that stays
within the hand of the potential
consumers of the economy.

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SOCIAL - Positive brand image in the eye of
the consumer market because of the
presence of the diversified product
segment that gives the consumer
market opportunity to choose from a
broad range of categories.
- Innovative supply chain such that
the end product arrives within the
doorstep of the consumer.
TECHNOLOGICAL - They operate on e-commerce
platform which is one of the trendy
and convenient point of business.
- They have a huge investment in the
field of cyber security that is
mandatory and is kept secured by the
other professional body.
LEGAL - There has been increasing
regulations upon the commodity
offerings.
- There has been frequent change
within the import and that of the
export regulations.
- A number of environmental
protection scheme has been a
pressure activity for the firm.

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ENVIRONMENTAL - The firm has been showing a growth
in interest in regard to the
environmental sustain ability
programs.
- The firm has also been making a
number of efforts towards the
reduction of the carbon footprints in
the economy.