Impact of Leadership on Organisational Performance and Productivity: A Study on Amazon

This research proposal aims to analyze the impact of leadership on organizational performance and productivity within Amazon UK. The study will examine the leadership style and theory adopted by Amazon and the challenges faced by them due to ineffective leadership. The research methodology includes secondary data collection and thematic analysis.

Research proposal
and project
(To analyse the impact of leadership on
organisational performance and
productivity within the Amazon UK)
Name and student ID:
Date:
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RESEARCH PROPOSAL
INTRODUCTION
Research background
Good leadership has a direct and positive impact on the success of the business. The cause
and effect of leadership are so direct that it impacts the performance and productivity of the
company in a large way. Leadership is defined as the ability and capability of an individual to
influence a group of people to act in a certain way. They influence the people around them in
such a way that maximum benefit can be reaped from them. It is an art through which leaders
motivate people in an organisation to attain common goal (Sahibzada and et. al, 2022). In the
current research, the impact of leadership on organisational performance and productivity will be
analysed. The chosen business organisation for the study is Amazon. Amazon is one of the
world’s largest online retailer and a prominent clod service provider. It is an American
multinational technology organisation which was founded in the year 1194 and the founder is
Jeff Bezos. The main reason for choosing this organisation is to see the impact of leadership
style adopted by Jeff Bezos on the productivity and performance (Al-Swidi, Gelaidan and Saleh,
2021).
Research problem
The main research problem that will be analysed in the current investigation is that those
organisations where the style of leadership is ineffective largely impact the organisational goal in
negative manner.
Research rationale
The main rationale for carrying out the current investigation is to know the importance of
leadership for an organisation. The goal of each company is not only to survive but also wants to
improve its performance and productivity (Cameron, 2020). To meet the needs and wants in a
highly competitive market, the organisation needs to have a good leadership approach. This is
because it helps them to gain benefit as well as also helps in increasing the motivation among the
employee.
Research aim and objective
Research aim:
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To analyse the impact of leadership on organisational performance and productivity
within the UK: A study on Amazon
Research objective:
 To understand the concept and types of leadership and organisational productivity and
performance in the Amazon UK
 To examine the leadership style and leadership theory adopted by Amazon to influence
the level of productivity and performance within the workplace
 To discern the challenges faced by Amazon in absence of effective leadership within
their organisation
Research question
 What is the concept and types of leadership and organisational productivity and
performance in the Amazon UK?
 What are the leadership style and leadership theories adopted by Amazon to influence the
level of productivity and performance within the workplace?
 What are the challenges faced by Amazon in absence of effective leadership within their
organisation?
LITERATURE REVIEW
Concept and types of leadership
As per the view of Rehman and et. al (2020), leadership is the process by which an
individual influence the other people around them to achieve the objective of the organisation in
more cohesive and coherent manner. There are different types of leadership styles such as
democratic style, autocratic style, laissez-faire leadership style, transformational style and many
more. Each and every company adopt the leadership style as per their need and wants so that
they can attain their objective in effective and efficient manner. organisational performance and
productivity also depends on the types of leaderships implemented within the workplace.
Leadership style and theory adopted by amazon
According to the view John Dudovskiy (2022), the leadership style which is used by
Amazon to influence the employee is pragmatist. This is the style in which leader set a high
standard which is meet by them with the help of their followers. This leaderships style is further
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being understand using the contingency leadership theory. According to this theory leader are
contingent upon their way of leaderships style and they change their style as per the situation so
that a specific situation can be handle in easier way. Leadership principle to increase
organisational productivity and performance In the opinion of Al-Habib (2020), the organisation
provide a specific culture to hire and develop their leaders. They focus on 14 principles which
helps them to acquire best leader for their company and with their capability they can increase
the overall productivity and improve performance. Some of the leadership principles are as
customer obsession, ownership, invent and simplify, think big, bias for action, frugality and
many more.
Impact of leadership on organisation
As per the view of Imran and Aldaas (2020), leadership in an organisation has direct
cause and effect relationship. A good leader helps in attaining the gaol of the company in
effective manner. Some of the impact of leadership is high employee motivation, high
productivity, low employee turnover, more customer satisfaction and others. A good leadership
within the organisation positively impact the company and their impact is seen largely on
productivity and performance.
Challenges faced in absence of effective leadership within their organisation
According to the opinion of Alrowwad and Abualoush (2020), there are various challenges
faced by the organisation in absence of effective leadership style. The foremost issue faced by
the company is low employee morale. Employee motivation was so low that workers are
working with less dedication and energy. This low morale impacts the performance in large
manner. Another issue is low productivity and performance was seen in the company. This is
because leaders were not available who can influence the employee. This impact the employee
works in large manner as proper guidance and direction is being not provided which affect the
employee in large way.
RESEARCH METHODOLOGY
Research methodology is the systematic procedure to gather and analyse quality information
for the study. It is divided into sub-parts that are as follow:
Research philosophy: There are three kinds of research philosophy that are positivism,
interpretivism and realism. In the current investigation, investigator will be selecting
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interpretivism philosophy. The main purpose is that subject data will be gathered and analysed
which shows a big picture (Camic, 2021).
Research approach: Deductive and inductive are the two research approaches. As per the
present investigation, the researcher will be choosing an inductive approach. The reason is that
using this new theme will be formulated to gather quality results.
Research strategy: Survey, case study, experimental research, focused group and many
more are some kinds of research strategies, in the present research study case study strategy will
be selecting by the investigator. The main benefit is that it will gather qualitative data in a more
detailed manner (Valtakoski, 2020).
Research choice: The three research choices are quantitative, qualitative and mixed
research choice. As per the current study, the investigator will be opting for the qualitative
research method. The qualitative research method helps in gathering and analysing non-
numerical data in a deeper way.
Time horizon: it is the time framework that helps in analysing the investing time to gather
the information. Cross sectional and longitudinal are the two-time horizon. As per the present
investigation, researcher will be selecting cross sectional time horizon. The reason is that using
this data for the study is gathered single time which helps in completing the overall research in
shorter time duration (Brennen, 2021).
Data collection method
Data collection is the process of gathering and measuring the right kind of data for the
study. There are two data collection sources that are primary and secondary. In the present
investigation, the researcher will be choosing a secondary data collection source. This is because
it helps in gathering second-hand information in less time as well as in cost (Kottner and et. al,
2020). The source for collecting secondary data will be articles, journals and online sites. One of
the main benefit of using secondary data collection source is that it helps in collecting previous
data on the chosen topic which on other hand leads in providing better outcome for the study. As
this type of data is collected by some other person so the researcher need not to devote extra
resources and energy to obtain raw data (Sharp and Munly, 2022).
Data analysis method
Data analysis is the technique which uses tools to inspect and analyses the raw data in the
research. This is the method through which beneficially information for the study is obtained.
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There are different types of data analysis method such as frequency distribution, thematic
analysis, content analysis, data mining and many more (Okyere and et. al, 2021). In the current
investigation, secondary data is being collected so the data analysis method will be thematic
analysis. Using thematic analysis themes will be framed so that overall findings can be
represented in a scientific and quality manner. In this data is presented using phrase or themes so
that investigator can attain each objective in detailed way.
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REFERENCES
Books and journal
Al-Habib, N.M.I., 2020. Leadership and organizational performance: Is it essential in healthcare
systems improvement? A review of literature. Saudi Journal of Anaesthesia. 14(1). p.69.
Alrowwad, A.A. and Abualoush, S.H., 2020. Innovation and intellectual capital as intermediary
variables among transformational leadership, transactional leadership, and organizational
performance. Journal of Management Development.
Al-Swidi, A.K., Gelaidan, H.M. and Saleh, R.M., 2021. The joint impact of green human
resource management, leadership and organizational culture on employees’ green
behaviour and organisational environmental performance. Journal of Cleaner
Production. 316. p.128112.
Brennen, B.S., 2021. Qualitative research methods for media studies. Routledge.
Cameron, K.S., 2020. Effects of virtuous leadership on organizational performance. In Positive
Psychological Science (pp. 145-158). Routledge.
Camic, P.M., 2021. Qualitative research in psychology: Expanding perspectives in methodology
and design. American Psychological Association.
Imran, R. and Aldaas, R.E., 2020. Entrepreneurial leadership: a missing link between perceived
organizational support and organizational performance. World Journal of
Entrepreneurship, Management and Sustainable Development. 16(4). pp.377-388.
Kottner, J., and et. al, 2020. Prevalence of intertrigo and associated factors: A secondary data
analysis of four annual multicentre prevalence studies in the Netherlands. International
journal of nursing studies. 104. p.103437.
Okyere, J., and et. al, 2021. Cervical cancer screening prevalence and its correlates in Cameroon:
secondary data analysis of the 2018 demographic and health surveys. BMC public
health. 21(1). pp.1-8.
Rehman, S.U., and et. al, 2020. Impact of leadership behavior of a project manager on his/her
subordinate's job-attitudes and job-outcomes. Asia Pacific Management Review. 25(1).
pp.38-47.
Sahibzada, U.F., and et. al, 2022. Interpreting the impact of knowledge management processes
on organizational performance in Chinese higher education: mediating role of knowledge
worker productivity. Studies in Higher Education. 47(4). pp.713-730.
Sharp, E.A. and Munly, K., 2022. Reopening a can of words: Qualitative secondary data
analysis. Journal of Family Theory & Review. 14(1). pp.44-58.
Valtakoski, A., 2020. The evolution and impact of qualitative research in Journal of Services
Marketing. Journal of Services Marketing.
Online
John Dudovskiy, 2022. Amazon Leadership: Visionary Leadership Focusing on Customer
Service. [Online] Available through: <https://research-methodology.net/amazon-
leadership-visionary-leadership-focusing-customer-service-2>
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ABSTRACT
The main purpose for executing, the present research is to examine the impact of leadership
on organisational productivity of the Amazon. In the present investigation, the investigator has
also fulfilled the following objectives to understand about the concept of leadership and the types
of leadership, to examine the leadership style and theory adopted by the organisation and to
determine the challenges faced by them due to ineffective leadership. The researcher has selected
secondary data collection method for conducting the investigation in deeper manner. the data for
the study is being accumulated from various secondary source so that wider information can be
extracted.
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Table of Contents
ABSTRACT.....................................................................................................................................2
INTRODUCTION ..........................................................................................................................4
Background of the study..............................................................................................................4
Research, aim, objectives, research questions.............................................................................4
Rational of the study (justification).............................................................................................4
Importance of the study...............................................................................................................5
Summary of the report.................................................................................................................5
LITERATURE REVIEW ...............................................................................................................6
Concept and types of leadership and organisational productivity and performance in the
Amazon UK.................................................................................................................................6
The leadership style and leadership theories adopted by Amazon to influence the level of
productivity and performance within the workplace...................................................................8
The challenges faced by Amazon in absence of effective leadership within their organisation?9
RESEARCH METHODS .............................................................................................................12
DISCUSSIONS OF FINDINGS....................................................................................................15
CONCLUSION AND RECOMMENDATIONS .........................................................................18
Conclusion.................................................................................................................................18
Recommendation.......................................................................................................................18
REFERENCES..............................................................................................................................20
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INTRODUCTION
Background of the study
Leadership is referred as the capability of an individual to influence the group of people. In
an organisation leadership pays a crucial role as it helps in enhancing the organisational
performance. Having a good leader within the organisation directly impact the success and
growth of the business (Lojeski and Reilly, 2020) . This is because they influence the individual
to work in a certain way which is effective and efficient. In the above research the chosen
company is Amazon that was founded by Jeff Bezos in the year 1994.
Research, aim, objectives, research questions
Research aim:
To analyse the impact of leadership on organisational performance and productivity
within the UK: A study on Amazon
Research objective:
 To understand the concept and types of leadership and organisational productivity and
performance in the Amazon UK
 To examine the leadership style and leadership theory adopted by Amazon to influence
the level of productivity and performance within the workplace
 To discern the challenges faced by Amazon in absence of effective leadership within
their organisation
Research question
 What is the concept and types of leadership and organisational productivity and
performance in the Amazon UK?
 What are the leadership style and leadership theories adopted by Amazon to influence the
level of productivity and performance within the workplace?
 What are the challenges faced by Amazon in absence of effective leadership within their
organisation?
Rational of the study (justification)
The main rationale behind carrying out the current investigation is to gain an in-depth
knowledge regarding leadership. The present investigation helps the investigator to know the
types of the leadership and its impact on the organisational performance and productivity
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(Ahmed and et. al, 2020). The current investigation also helps in attaining dual perspective
which are personal and professional. The personal perspective is attained by developing various
research skills. In respect to the professional objective, the present investigation helps in
identifying the types of leadership strategy which I could use when I will be working in an
organisation as a leader.
Importance of the study
The present research is important because it helps in identifying the relationship between
the leadership and organisational productivity. With the assistance of the current investigation
different types of leadership style is being learned (Saha and et. al, 2020). The present
investigation is also significant as it helps in determining the benefits gained by the company by
having the effective leader within the organisation.
Summary of the report
In the present investigation various chapter is being covered that aids in carrying out the
investigation in systematic manner. The first chapter of the project is introduction which cover
research aim and objective as well as provide justification for the study. In the second chapter
literature review is written down that discussed previous data (Smith and Fredricks-Lowman,
2020). Next chapter is methodology which select method and tool through which data will be
gathered and analysed. The fourth chapter is data analysis in which raw data is being evaluated
to gather useful information. The last chapter is conclusion and recommendation that provide
overall summary and suggestion to mitigate the issue.
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LITERATURE REVIEW
Concept and types of leadership and organisational productivity and performance in the Amazon
UK
According to the point of view of Rezwan (2022) leadership is define as the ability of a
group and an individual to guide and influence the followers or employees of an organisation.
Leadership is one of the most important part of an organisation because it is an art to motivate
the people or group towards achieve the goals and objectives for the organisation's success. The
motivation of the leadership quality is motivated the others for achieving the common goals and
objective of an organisation. There are many types of leadership such as autocratic, democratic,
laissez-faire, transformational and many more which is help to allow to work in the best way that
suits on the personality. There are many benefits that can be gained by the organisation by
implementing the leadership types such as it is helps in increasing the productivity, performance,
profitability and many more. In relation to organisational productivity and performance is also
one of the most important part which can be achieved by having the best leadership styles and
types. There are three types of organisational performance such as operational performance,
financial or accounting performance, and market based performance (Luthra and et.al., 2020). In
order to concept and types of leadership and organisational productivity and performance in the
Amazon UK is play a vital role because the leadership types improves the organisational
productivity and performance by motivating the employee for improve their performance for
achieving the goals of organisation. For better understanding the types of leadership is given
below-
 Democratic Leadership: it is refers to the type of leadership which is helps the leaders
to make decisions that is based on the team members of the organisation (Kelley and
Alvarado-Vargas 2020). it is the consultative and collaborative leadership style that helps
to gives the opportunity to the team members to share their thoughts and ideas about the
ongoing projects. In relation to Amazon, the democratic leadership helps to give the
authority to other people to take decisions. It is also helps to gained the skills and
knowledge of each member of the organisation.
 Autocratic Leadership: it is define as the term of leadership types which is totally
opposite from the democratic leadership because it is the term where the leaders are able
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to make the decision on the team behalf (Mazzoni, Lazzeretti, and Innocenti, 2021). In
relation to Amazon, autocratic leadership is refers to the leadership style which is help
the organisation's leaders to take the decision without taking any suggestions and inputs
from others and make all the decisions one the behalf of team. It is the style there is no
collaborative and consultation with the employees in making the decisions.
 Laissez-faire Leadership: it is known as the passive or hands-off approach to leadership
which is accurately define the tools and information of work related task. It is the style of
leadership which is help the leaders to provide their teams and groups necessary
information, tools, and resources that is help the teams members to carry out the work
task (Garg and et.al., 2021). it is important stype of leadership because it is helps to
empowering the employees which are self-motivated, creative, skilled. In relation to
Amazon, Laissez-faire leadership is the style that is helps to the company to make
decisions, completing the assigned projects, tackle problems, free to make plans, organize
and many more.
 Transformational Leadership: it is refers to the style of leadership which define as the
transformation of the group or business by motivating the team member for increasing
their bar and performance towards achieve the new goals and objectives (Yu, Huo, and
Zhang, 2021). transformational leaders are known as the best mentor of their team
because they are consistently push them or motivate them until their work, business and
lives transform in improvement. In relation to Amazon, it is the best style for the
company because it is help to achieved the new goals and objectives by the employees
which is attain many success and benefits.
These all leadership types are playing a important role in achieving the organisation
productivity and performance in Amazon UK. The types of leadership are the best way to
improved the employees performance for achieving the goals and objectives of the organisation.
It can be said that organisational performance and productivity is important but it can be attain
by having the goods leadership types and styles for changing and motivated the team for
achieving the common goals of the company.
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The leadership style and leadership theories adopted by Amazon to influence the level of
productivity and performance within the workplace
As per the view point of Ilsever (2021) there are many leadership style and leadership
theories which is helps to develop the skills and knowledge to increase the performance of the
employees as well as of an organisation. In relation to Amazon, the leadership style which is
adopted for influence the productivity and performance by the Amazon is Pragmatist. As it is
known as the philosophical movement which is includes the persons who are able to claim the
proposition and ideology. The pragmatic leader is refers to the person which is having many
various methods, tools, capabilities, that helps to acts effectively in the specific environment.
This style is adopted by the Amazon because it is helps the leaders to set the high standard which
can be meet by the help of their followers. With the help of Pragmatist theory, the level of
productivity and performance within the workplace is increasing because it is helps to attain the
goals and objectives of the organisation (Tsai and et.al., 2022). The impact of Pragmatist
leadership theory on the productivity and performance within the workplace is helps to acquire
the best leaders with the capabilities and principles for their company. The pragmatist leadership
can be defined as the mixture of authoritarian and democratic leadership approaches which is
helps every person of group or everyone to attain the opportunities that the leader has defining
the ways and direction for doing the things and tasks. Amazon adopted the pragmatist leadership
theory because it is helps to dealing with things realistically and sensibly in the way which is
based on the practical things comparison to theoretical considerations. A good leadership theory
helps to achieved and obtain many opportunities and benefits within the organisation or
workplace such as it is helps to increase the productivity, performance, profitability by
motivating the employees for improving their performance (Brown 2021). pragmatist leader
helps the company by dealing with the problems and issues by focusing on the solutions and
practical solutions. It is the theory that is adopted by the Amazon for developing their
organisation performance and productivity in order to obtain more profits and opportunities.
In the opinion to Ye, Liu, and Tan (2021) there are many theories and style of leadership
that is helps to focus on the behaviour and traits which is adopted by the people for increasing
their capabilities and skills of leadership. Pragmatist theory is the theory of leadership which is
adopted by the Amazon in order to influence the level of productivity and performance within
the workplace. As pragmatist person is known as the high standard knowledgable and skilled
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person which is helps to deals with the situation or problems by focusing on the solutions and
practical approaches. Pragmatist theory is defined as the theory which is the mixture of
autocratic and democratic theory of leadership. The pragmatist leadership theory requires the
courageous leaders which are totally connected to the mission, core values, and purpose of the
organisation. Pragmatist leaders are able to achieved the organisation's goals, aims, purpose and
tasks. In order to Amazon UK, this theory is adopted by the company because it is helps to
influence the level of productivity and performance within the workplace. As pragmatist theory
is having the high standards where the leaders are expecting with themselves and their
employees to achieving the those standards (Potter 2022). pragmatist leaders are consider and
determine as the realism over idealism which are capable for the achieving the organisational
goals and objectives. It is the one of the best theory which is taken by the Amazon in order to
increasing the productivity and performance of the company. In other words, pragmatist theory
or person is the term of leadership theory which are highly concerned for their work and
efficiency and motivates other for achieving the goals with success for organisation (Dumaine
2020). the pragmatist person is helps to focus on the practical things such as they are focusing on
how the things will be manage and how it can be done, initiative or goals, side of any task.
Pragmatist leadership theory is depends on the person who are able to thing critically and
practically about the task or assignments. It is impacting on improving the ability to build the
bond and relationship. Pragmatist person having the strong communication skills, and having the
ability to empathize with others.
The challenges faced by Amazon in absence of effective leadership within their organisation?
According to the point of view of Menton and et.al.,(2021) leadership is the various term
for an organisation to improving the performance and productivity by motivating the group of
people but if there is no effective leadership than it may cause of many problems and issues
which can be faced by companies and organisation such as reducing the productivity,
performance of employees and many more challenges. In relation to Amazon, there are many
challenges and issues which is faced by the Amazon in the absence of effective leadership within
their organisation where they faced that company having issues in employee morale because in
the absence of leadership there is no leader for motivating and increasing the employee morale
towards the work. They faced that by the low morale of employees there is low productivity and
performance of the company which is facing many financial crisis (Moore and et.al., 2020). they
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faced that the employee motivation towards the work and their performance is very poor due to
absence of leadership. Employees also facing the challenges in the absence of leadership where
they faced that there is no guidance and direction for the ongoing works. In the absence of
leadership, it is reducing the profitability and productivity of the company because the
employees are not able to give their best because they have no leader for their guidance about the
their work and many more (Oliveira, de Oliveira, and Fonseca 2021). these all challenges and
issues has been faced by the Amazon in the absence of leadership and leaders within their
organisation which is affecting the overall performance and productivity of the company. As it is
seen that leadership is the best way to improve the overall organisation growth and performance
by guiding the employee about their work and role but if there is no leadership and leader within
the organisation then there is many problems and challenges that can be faced by the companies.
In other words, employee motivation, training, learning is one of the most important role for
improving the company's productivity and performance but it can be possible if there is the
leader to guide and motivate them.
As per point of view of Nawaz (2020) leadership and leaders are play a vital role in any
company or organisation as it is helps to guide, motivate, trained, develop the employee's skills
and knowledge for improving their performance and productivity to achieved the organisational
goals and objectives. In the terms of absence of leadership and leaders within the workplace, it
may can faces many issues and problems by the companies or organisations. In relation to
Amazon, there are many challenges and issues which has been faced by the company due to
absence of leadership which creates many disadvantages and problems for the company. The
challenges which is faced by company such as low productivity and performance of the
employees, low morale, poor working, lack of motivation, no profitability, low energy of
employees and many more (Tardieu, and et.al., 2020). there are some more challenges which has
been faced by the employees of Amazon where they faced that there is no motivation in work,
there is no guidance about their work, no direction and proper manner is provided many more.
As it is stated that the employee motivation and development is necessary for the organisation
but it cannot be fulfilled in the absence of leadership within the Amazon. These all challenges
has been faced by the company in the absence of leadership which affected the overall
performance and productivity of the company. These challenges creates many problem for the
Amazon where they faced in the absence of leadership there is no profitability within the
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workplace (Berg, and Knights 2021). they faced that there is low morale of employees which is
the biggest disadvantage for the company.
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RESEARCH METHODS
Research methodology is one of the crucial part in the investigation that helps in identifying,
analysing and interpreting the data for the study. Research methodology helps in attaining the
aim and objective of study in appropriate manner by using right kind of data for the study. This
section also helps in finding the validity and reliability of the study in significant manner
(Valtakoski, 2020). The readers of the study are also interested in this section as it helps them to
know the type of data used and how much valuable it is for them. Research methodology covers
various elements which are discussed below:
Research philosophy: This is that stage in which set of belief about the phenomenon is
used by the investigator to know the social world. It is classified into three parts that are
positivism, interpretivism and realism. In the current study, investigator has opted for
interpretivism research philosophy (Cristancho and. al, 2018). This is because it helps in
gathering and analysing objective data for the study. Using quantitative data for the study social
world can be recognised in best manner. Positivism approach also help in determining the trend
and pattern of the topic in sound way. Using this society can be understood in effective manner.
Research approach: It is one of the important stage in the research approach as it helps in
addressing the research problem in effective way. In this part research theories and hypothesis is
being tested investigation can be conducted appropriately. There are two research approaches
which are inductive and deductive (Brennen, 2021). In inductive approach new theories are
being framed and in deductive existing hypothesis is being tested. As per the current
investigation, investigator has chosen inductive research approach. This is because it helps in
addressing the research problem in more appropriate way by framing new themes as per the
gathered and analysed data (Johhson and Sylvia, 2018).
Research strategy: It is very important for the investigator to choose the right strategy to
accumulate data for the investigation. Research strategy is a step by step plan that helps in
gathering appropriate data for the research subject. It provides direction to the thoughts and idea
of the investigator thoughts and idea so that right kind of data can be extracted out. Some of the
types of research strategy are as survey, experimental research, case study, action group, action
research and many more (Liamputtong, 2020). According to the present investigation,
investigator has chosen case study research strategy. Using this non numerical data is being
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gathered which helps in gathering quality data for the study. Data is also being collected in lesser
time and cost.
Research choice: Research choice is a technique through which the type of data for the
study to be collected is chosen. Research choice is divided into three parts that are qualitative
method, quantitative method and mixed method. in the present investigation, investigator has
chosen qualitative research method (Aspers and Corte, 2019). The main reason for selecting this
is it gather and analyse non numerical information for the study. The non-numerical data is in the
form of text and sentences. This also helps in carrying out the investigation in deeper manner. It
will also provide quality outcome which aids in achieving aim and objective in reliable manner.
Time horizon: It is time framework which helps in determining the time at which data for
the study need to be gathered. With the help of total investing time is calculated for the
investigation. there are two-time frameworks that are cross sectional and longitudinal. Cross
sectional collect data for shorter time period and longitudinal in longer duration (Braun and et.
al, 2021). As per the current investigation investigator has selected cross sectional time horizon.
This is because it helps in gathering data for the single time. Real time is data is obtained within
limited time period so that valid result can be obtained. It also helps in observing multiple
variable at the same time so that accurate result can be obtained.
Data collection: Data collection is process which helps in gathering data for the study.
Primary and secondary are two data collection source that are primary and secondary. In the
current investigation, investigator has opted for secondary data collection method. this is because
it assists in gathering previous data for the study (Trent and Cho, 2020). Using this past data can
be collected in much easier and timely manner. This also helps in carrying the investigation in
deeper way. The source of gathering second hand information are books, journal, articles and
online site. Researcher need not to make efforts to gather data from directly through the
applicants.
Data analysis: Data analysis is the method which evaluate the gathered data so that
beneficially information can be acquired. Using the technologies raw data is being inspected in
order to gain useful information. Some of the data analysis method are thematic analysis,
frequency distribution method, data mining, networking, regression analysis and many other. As
per the present investigation thematic analysis is used (O’Connor, 2020). This is because it helps
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in framing new theme as per the data so that each objective can be achieved appropriately. In-
depth quality results obtained using this data analysis method.
Research ethics: It is very important for the investigator to collect data in ethical manner.
ethical consideration helps them to reduce the vicious activity and carry investigation in sound
manner. it is the set of values, belief and morale which is being followed while gathering and
analysing data. This is because it helps them to conduct investigation within the ethical
framework. As per the present investigation some of the ethics which need to be followed are
credibility and confidentiality (Hasan, 2021). In credibility the researcher need to provide credit
to all those authors whose information is used in the investigation. Second in confidentiality,
researcher need to protect sensitive and private information from being leaked.
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DISCUSSIONS OF FINDINGS
Theme 1: Concept and types of leadership and organisational productivity and performance in
the Amazon UK
As per the above discussion from the literature review that leadership plays a very
important role within the business market as it is the ability of a person to influence and guide
the employees of an organisation. Leadership helps in motivating and inspiring talented
employees to deliver quality and effective work in order to gain business aim and objectives in
the competitive market (Omonona, Olabanji and Obamen, 2019). It is also considered as an
important factor that help in making the company successful within the UK retail industry.
Without leadership n company can train and develop their employees in the right manner as they
face difficulty in accomplishing the task in the given period of time. This impacts the
performance and productivity of the organisation in a positive manner as they deal with the
different consequences of the business that they face die to the competitiveness present in the
market. It is the main responsibility of the leaders to communicate employees about the actual
vision and mission of the business organisation, defining employees about their responsibilities
and role that they perform in their job role and many more. It is important for the business
organisation to choose right and productive leader so that they guide and train the employees in
the right manner for achieving high growth and success in the market. Leadership styles can be
classified into different ways such as democratic, transformational, autocratic and many more
that helps in completing the work of the business in a proper and effective manner. By
implementing leadership styles within an organisation helps in improving the productivity,
performance, increasing the profitability, and so on (Lim and Winkenbach, 2019). Selecting the
leadership styles within the business is essential as it helps in delivering better results for
attaining more number of customers towards increasing the overall sales and revenue of the
business. A leader is an individual that helps in influencing the employees of the company in the
right manner so that they achieve high growth and productivity in the competitive business
environment. They motivate employees in the positive manner and create a positive working
environment for them so that they feel important and valued for the organisation. Leaders help in
rewarding and recognising employees for their good performance so that they feel motivated and
work in a more productive and efficient manner within the business organisation.
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Theme 2: Leadership style and leadership theories adopted by Amazon to influence the level of
productivity and performance within the workplace
As per the above collected information from the literature review is that leadership styles
and theories plays a prominent role within the business organisation so that they deal with the
uncertainties in the business market. There are several types of leadership styles and theories for
improving knowledge and skills in enhancing the overall productivity performance of employees
to work in a more effective and productive manner. Amazon is using Pragmatist as a leadership
style that effects the employees morale in a positive manner so that they deal with the
competitive market in an appropriate manner. This helps in developing the employees capability
for doing the work in gaining high growth and success within the business market in a more
reliable manner (Paolino, 2020). This helps the company in increasing their followers for
purchasing the products and services of the business in order to attain the business goals and
objectives in a proper and effective way. Pragmatist leadership is considered to be the
combination of democratic and authoritarian leadership style which helps every person in
attaining the opportunities for directing the things in a positive manner. Organisational
leadership is an effective approach people oriented to management that is based on the idea of
delivering more productive and effective work. An effective and good leadership style helps in
obtaining the opportunities and benefits of the business so that they deal with the competition of
the business that they face for achieving high quality performance. Employees are the most
effective and productive source of an organisation that helps in achieving high growth and
success in the business market for better productivity. It is essential for the business organisation
to train employees in an effective manner so that their knowledge and skills of them so that they
deliver best results and outcomes. It is the responsibility of leader that result in developing more
productive and talented employees so that they achieve the predetermined objectives of the
business in a proper and efficient manner (Philip and Gavrilova Aguilar, 2022). In order to gain
success in the competitive market so that they reach to the target market and in gaining high
share in the market for attaining high profitability and revenue in the business. Thus, leadership
is considered as an important part within an organisation as it results in defining the role of
employee in doing the job in an efficient manner so that they increase the motivation among
them.
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Theme 3: Challenges faced by Amazon in absence of effective leadership within their
organisation
As per the above gathered information from the literature review that the company faces
several challenges in the absence of effective leadership as it results in decreased sales and
revenue in the business market. Without leaders no business can survive as there is no one for
guiding and influencing employees in the right manner for achieving the predefined goals and
objectives. This results in decreasing the working efficient and capability of employees as they
are not receiving any proper training and development within an organisation (Moore, 2021). In
the absence of leadership within an organisation they face the issue of decreased profitability in
the market that results in loosing the high market share. It also affects the overall productivity
and performance of the business in a negative manner as they do not get any right decisions and
revenue within the competitive market. Low morale among employees is also a challenge for the
business that results in creating conflicts between the team members as they are working in the
negative manner. Reduced productivity is also a major challenge that affects the organisation in a
negative manner as they do not get right tools and mechanisms to deal with the competitive
market in a better way. Delay in productive decisions is also a major challenge that the company
face as employees do not feel equal right to take active participation in the process of decision
making. Difficulty in gaining success in the competitive market is also a challenge for the
company as employees will not work in a systematic manner in the absence of effective
leadership quality. Leaders play a very important role in an organisation as it results in gaining
high growth and success in the market by motivating and guiding employees in the right and
effective manner for more variability in the competitive market (Salazar, Ramos-Martín and
Lomas, 2018). Without an effective and productive leader no business can earn high profits in
the market as they are not capable of doing the things and understanding their job role in a proper
manner. It is necessary for the business to deal with the challenges appropriately and adopt more
suitable leadership strategies so that they acquire more share in the competitive market and in
attaining more customers.
23

CONCLUSION AND RECOMMENDATIONS
Conclusion
From the above collected data it is being concluded that leadership is very important for
the organisation. This is because it helps them to achieve the organisational productivity and
performance in effective manner. leadership is the quality of the individual in which they can
influence multiple people with their action and act. In an organisational following leadership
style is important as it influence the employee to work in productive manner. Leadership has a
direct relationship with the organisational productive. The more effective the leader will be the
more level of productivity occurs within the company. It has been concluded from the above
study of research that the role of leadership within the company or organisation play a vital role
as it is helps to improves the employee's performance and productivity. Leadership and leaders
are able to guide and motivate the employees and team member to give their best performance
for achieving the goals and objectives of the company. It has been analysed that there are many
types of leadership such as autocratic, democratic, laissez-faire, transformational and many more
which is helps to improve the leadership skills and knowledge for the growth or the company.
The types and styles of the leadership helps to defined that the leaders can take the decision with
the team member or without them. It is also helping the company to increasing the productivity
and performance for attaining the more profitability and probability of the company. It has been
analysed that there are many theories of leadership but in the term of Amazon, they adopted the
pragmatist theory for influencing the level of productivity and performance within their
workplace. As pragmatist theory is known as the one of the best theory because the pragmatist
person are able to concerned their self by themselves and their team where they motivate their
self for achieving the goals and objectives by the high standard skills. It has been analysed that
there are some challenges which is faced by the company due to in the absence of leadership
where they faced that there is low productivity, performance, morale of the employees. There is
no guidance and motivation for the employees. There is no profitability and probability within
the workplace and many more which is affecting the overall company and its operation directly.
Recommendation
From the above research it has been analysed that there are many challenges that has
been faced by the Amazon so, they should adopt some recommendations and strategies to
24

overcome from the challenges and issues. The recommendation will helps to increase the
productivity and performance of the employees as well as organisation. There are some
recommendation for Amazon for improving their leadership quality within the workplace that
should helps to increase the employee morale and performance such as they should understand
the employee's problems and issues and provide solution to boost their energy and performance
for achieving the goals and objectives of the company. They should provide the training session
and proper guidance to their employees which is also helps to increasing their performance and
productivity of the employees. They should encourage and motivate the employees for
enhancing the best performance of the employees and many more. These all recommendation
should adopted by the Amazon that can helps them to achieved the organisational goals and
objectives by increasing their performance and productivity of the employees. The
recommendation also helps to increasing the probability and profitability of the company which
can be the benefit for the company to attain the future growth. The recommendation also helps to
boost the employee morale and performance towards their work and role to achieved the
company goals and target
25

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