Leadership Style of Jeff Bezos

Leadership

Table of Contents
INTRODUCTION ..........................................................................................................................1
PART 1 ...........................................................................................................................................1
CEO OF Amazon:..................................................................................................................1
Leadership Style of Jeff Bezos :.............................................................................................1
Leadership Styles: .................................................................................................................2
Leadership Qualities ans skills: .............................................................................................3
Goleman Theory:....................................................................................................................4
Organisational Change: .........................................................................................................4
Part 2 ...............................................................................................................................................4
Change in the organisation ....................................................................................................4
Lewin's model of change .......................................................................................................5
Kotter's Transformational Model ..........................................................................................6
Forces to drive change and explain positive and negative driving forces in this process .....8
What was the resistance to change ........................................................................................8
Define the PDCA cycle .........................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Leadership is defined as an ability by which individuals have control over other people
and make them work effectively (Antonakis and Day, 2017). This is a process by the help of
which an executive directs, guides and affects behaviour of other individuals so that goals and
objectives are accomplished (Beck and Cowan, 2014). In the following assignment the company
which is considered is Amazon. This organisation was founded by Jeff Bezos on July 5,1994 in
Bellevue, Washington. This is an American multinational company that is situated in Seattle,
Washington. This company deals with cloud computing, e-commerce, artificial intelligence and
digital streaming. This company is one of the biggest technology companies of the world
(Cameron and Et. Al, 2014). This report has two parts – the first part includes information about
CEO of Amazon and his leadership style (Rosenbach, 2018). There is discussion on several
leadership style which can be followed in an organisation. In the second part, the reason of
occurrence of change is discussed. Also there is explanation of Lewin's model of change,
Kotter's Transformational Model and PDCA cycle.
PART 1
CEO OF Amazon:
Jeffrey Preston Bezos is American technology entrepreneur. He is founder, CEO of
American multinational e-commerce company Amazon. He was born on January 12, 1964
(Chemers, 2014). However, the success of Amazon is all because of Jeff Bezos who lead down
the brilliant business idea. The prime reason beyond the success of the multinational brand is due
the leadership adopted by the respective organisation in order effectively carry out is business
operation.
Leadership Style of Jeff Bezos :
Jeff Bezos follows pragmatist leadership style in order to properly achieved the desired
business objective with efficiency. Pragmatist leaders basically aims at setting up high standards
in order to achieve the expected growth. However, pragmatist leaders primarily aims at setting
high standards and expects at meeting the established goals by employees within specified period
of time. Moreover, Bezos is proven and exceptional business leader because he highly inspires
employees to work with their full potential which directly enhances the overall productivity of
respective organisation (Conger, 2015 ). This prime motive is to exceptional follow visionary as
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well as servant leadership style. Customer Service is core objective lead down by Amazon.
Leadership quality inherit by Jeff Bezos is unique in several ways.
Leadership Styles:
There are several leadership styles which can be adopted by an organisation in order to
effectively carry put business operations with efficiency. Each of the leadership style has its own
distinctive position. Some of major leadership style which is mostly adopted companies are
mentioned below:
 Strategic Leadership: It basically refers to the potential of mangers to successfully
establish a strategic vision for an organisation. Through implementation of this vision,
managers eventually aims at motivating employees so that overall productivity of
respective organisation shows a positive shift (Uhl and Arena, 2017). Moreover, strategic
leaders essentially make use rewards and incentive programs in order to effectively
encourage employees and aim at reaching the desired business objective. With reference
to Amazon adoption of strategic leadership will be enormously benefited in several ways.
Because through adoption of this leadership morale of employees in an organisation is
boosted and they effectively perform with their full potential.
 Transformational Leadership: This is a type of leadership style under which the prime
objective of leaders is to inspire, motivate as well as encourage employees to eventually
create a change which can significantly help an organisation in growing and shaping
future (Arnold and et.al., 2015). Furthermore, if an organisation leaders aims at adopting
transformational leadership at desired business objective can be effectively achieved.
Under this theory leaders prime responsibility is effectively identify needed change and
establish a particular vision in order to guide change through inspiration. With respect to
Amazon leaders at shall essentially adopt transformational leadership so that if an
organisation undergoes a change desired business objectives shall be successfully
achieved.
 Autocratic Leadership: Under this type of leadership approach leader of an organisation
is solely responsible for taking all the business decision without consulting subordinates
(Fairman and Mackenzie, 2015). Moreover, there are several disadvantages of this type
of leadership due to desired business objectives are not achieved.
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 Democratic Leadership: This type of leadership primarily involves the decision of
subordinates. Furthermore, democratic leaders takes business related decision keeping in
mind the ideas suggested by subordinates. The most unique feature of this leadership is
that communication flows from upward to downward. This type of leadership approach
will enormously help Amazon's employees and their morale to work is enhanced.
However, there many other leadership approaches or style which can be effectively be
adopted by leaders of an organisation in order to carry business related operations with proper
efficiency.
Leadership Qualities ans skills:
In order to significantly carry out business activities with efficiency several qualities within an
leader might be inherit so that desired business objective is achieved. Some of the major
qualities which are necessary for a leader are mentioned below:
 Honesty and Integrity: Leader of an organisation should be honest is nature. However,
honestly as well as integrity are the two important ingredients which essentially helps in
creating a good leader (Focht and Ponton, 2015). Therefore, leaders of Amazon should be
honest in nature so the accomplished goals are effectively achieved.
 Confidence: In order to become a effective leader, confidence is must. Moreover, if
leaders are unsecure about their own decisions and qualities then obviously there
subordinates will never follow them. With reference to Amazon leaders might to have
full confidence on decision implemented by them.
 Effective Communication skills: This is one of the most important quality which shall
be inherit within a leader of an organisation. Without following proper communication
desired business objective can be achieved. Words have power to motivate people and
effectively achieve goals. Leaders at Amazon should effectively communicate at each
level.
There are several other leadership qualities which are inherit in a leader through which desired
business objectives are effectively achieved with proper efficiency.
However, there are several leadership principles which are followed under Amazon in order to
effectively carry out the business operation. Through implementation of principles the
productivity of respective organisation shows a positive shift. Leadership is essentially required
for managing all the major business operations with proper efficiency. Leadership and
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motivation are closely interconnected (Sotarauta, 2016). It is the ability to influence the
behaviour of subordinates so the desired business objective id achieved.
Goleman Theory:
This theory is also termed as Emotional Intelligence (EQ) which essentially aims at identifying
as well as controlling one's own emotion (Schaufeli, 2015). However, there are four major
qualities which are included under emotional intelligence which are mentioned below:
 Self-awareness: Under this leaders of an organisation are essentially required to
recognize how they thoughts affects the overall functioning.
 Self Management: Leaders are impulse to effectively manage themselves so that they are
effectively able to control all the business related activities.
 Social Awareness: Leaders of an organisation shall effectively under needs, emotion as
well as concerns of other people.
 Relationship Management: Under this leaders much effectively aim at developing good
relationship should effective coordination with team is maintain.
However, this leadership theory effectively helps in properly managing all the major business
related activities with proper efficiency. Therefore, leaders at Amazon shall successfully make
use of Goleman theory so that goals are effectively achieved.
Organisational Change:
Amazon is a well established multinational organisation. Organisational change basically
refers to any kind of alternation that a particular company adopt in order to effectively increase
the overall productively as well as productivity of respective organisation. With context to
Amazon, organisation is planning to adopt drone delivery services under United Nations. Under
these services the goods and services shall be delivered to potential customers within 30 minutes
(Reiss, 2015). In order to do this effectively Amazon will make use of drone. The accurate
location might be determined and products will be delivered within 30 minutes.
Part 2
Change in the organisation
Amazon is an organisation which is known for the disruption of reputed company. This
company is one of the largest e-commerce company and an assistant provider. Amazon also
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provides cloud computing platform and this company is the largest internet company across the
world. Amazon is famous for it's continuous change that takes place over the years and helped
company in making more profits. This company has innovated in different industries and areas
such as warehouse automation, delivery, streaming videos and on demand media, web server
industry and electronic books. Amazon has recently introduced Autonomous Drone Technology
and Affiliation technology. The need of autonomous delivery drone arouse with demand of
customers to have quick deliveries. This drone is a ingenious hexagonal hybrid design. It has few
moving parts and it uses shroud that protects its blades as its wings when it transitions from
vertical, helicopter-like flight. Amazon says that these drones will help in delivering parcels to
customers (Hoyt and Murphy, 2016) . These drones have visual, thermal and ultrasonic sensors
that are designed in-house. This change is important in order to retain customers and provide
them effective services. Incremental changes are defined as small adjustments made for reaching
a result. On the other hand, transformational change is defined as when company makes change
in it's business model.
Lewin's model of change
Amazon was just a online book store years ago but it has developed and now every single
thing can be bought from this online shopping site. The model of organisational change of
Amazon has changed the way by which products or services are sold to customers. According to
Lewin's change management theory , it is stated that there are three steps of change i.e. unfreeze,
change and freeze that gives a high level approach to change. This provides manager for making
framework to implement change effort. By using Kurt Lewin change theory and model, a leader
can make a radical change, reduce Change in the organisation Lewin's model of change Kotter's
Transformational Model Forces to drive change and explain positive and negative driving forces
in this process What was the resistance to change Define the PDCA cycle Role of leadership in
change disruption of operation of structure and ensure that changes are adopted permanently
(Daft, 2014). The three steps of Kurt lewin model gives guidance on implementing change
among people and reassigning tasks. There are basically three phases of change that occur in an
organisation -
Unfreeze – In this phase, the management of Amazon unfreeze current process and
perception and creating a new change in the organisation. In this phase, customer behaviour is
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analysed and techniques are evaluated that can help in increasing level of customer satisfaction.
In the present case, Autonomous drone system are launched for delivering of products by
Amazon and this will help in reducing delivery time. The employees of Amazon are introduced
with technology of Amazon drone (Conger, 2015.). This change requires to be effectively
implemented in the organisation.
Change – The next step is change. At this phase, management of organisation is unfrozen
and changes can be implemented in the organisation. Amazon drone technology can be
implemented in management and employees are given knowledge about this technology. They
are told how this plan will be implemented and what are the new ways by which employees have
to work.
Freeze – Changes of delivering process of Amazon are introduced to employees and
managers and then effective planning is made for them to operate in an appropriate manner. So
in this case, all changes in the management of organisation are freezed.
Source (Lewin’s Change Model,2018)
Kotter's Transformational Model
According to Kotter, there are basically eight steps followed by an organisation while
implementing any change in the company (Chemers, 2014). In context of Amazon, drone
technology is implemented for retaining customers and making them buy products and services
from firm. The different steps of change are listed below -
Create a sense of urgency
This is defined as first step of Kotter's change model. According to John Kotter it is the
most important step of any change in the organisation. At this step, the need of change in process
of delivery to customers is analysed. This helps in creating new ideas for Amazon to know how
to be effective in providing quick services to customers. At this stage, possible opportunities and
threats of new change in organisation is analysed (Cameron, and Et. Al, 2014). The idea of
autonomous drone system while delivery products is a great factor for increasing profit of
company.
Create a guiding coalition
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Amazon has established a project team that is responsible for analysing changes that can
be implemented in company. This group is involved in encouraging employees and cooperating
them for taking an effective decision. This coalition includes employees working in the
company. They collaboratively work in achieving goals and targets of implementing change.
Create a vision for change
This consists of creating a clear vision that helps organisation in understanding the target
and achieving goal in specified time frame. This makes strong changes and creates support for
implementing these changes in an effective manner.
Communicate the vision
This is the most important aim of Kotter's change model and this created for supporting
and accepting changes among employees of the company. In context of Amazon, it is important
to make the employees know what is the need of Autonomous drone facility in the company.
This new delivery process will help customers in receiving their orders within 24 hours.
Remove obstacles
It is very important as change in process of Amazon will be communicated at various
levels of the company. It is essential for Amazon management to fulfil demands of all
departments by launching of new autonomous drone system.
Create short term wins
In case of new autonomous drone system launched by Amazon it is essential to make
short term goals that will help in measuring success of product in market as well as benefit that
this product is offering to the organisation (Beck, and Cowan, 2014). Employees who have
worked hard for drone system should be given appreciation and reward for performing well.
Consolidate improvements
Change is defined as a slow process and thus it must be driven into whole corporate
culture. An organisation like Amazon must have quick wins so that it can have beginning of long
term change. Improvements are essential in an organisation as this will help in making the
company's success sustainable.
Anchor the changes
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This is the last step of Kotter's change model. Organisational change can be a part of
corporate culture. Change that has evaluated in the company must match with values and
standards of company. Employees of company should support organisational change. There are
regular discussions and evaluations about autonomous drone system that helps in estimating
impact of this change.
Forces to drive change and explain positive and negative driving forces in this process
The various forces for driving changes in Amazon's delivery process are listed below -
 Requirement of quick deliveries by customers
 Increase customer satisfaction
 Increase profit share and market share of Amazon
What was the resistance to change
The main resistance to change offered by Amazon was that autonomous drone system
delivery is costing too much to company. Other problem is that the delivery charges for
customers will also be increased. Also drone technology is not that much convenient and easy to
operate by management of company.
Define the PDCA cycle
The PDCA cycle is defined as an iterative approach that helps in improving people, products and
services (Antonakis, and Day, eds., 2017. ). This is an integral part of lean management. This
model consists of testing, analysing results and improving organisational process. The PDCA
cycle includes planning, doing, checking and acting of business change.
Plan – This is beginning of change process. Ideas are made for making an effective change in
organisation. This will help in meeting demands and needs of customers in order to retain
customers. This includes small steps that are made for analysis of change process. The managers
of Amazon are concerned about following questions before referring to next stage-
 What is the requirement of customers?
 What resources are required for implementing change?
 What resources are required by Amazon for launching autonomous drone system?
 Is drone system will provide profit to the company?
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Do – When the plan or proposal is agreed by the management of Amazon then next step
is action and at this stage, operations and processes are implemented for implementing
organisational change. The plan of Autonomous drone delivery by Amazon is firstly introduced
in USA and not in other countries. Here analysis of this change will taChange in the organisation
Lewin's model of change Kotter's Transformational Model Forces to drive change and explain
positive and negative driving forces in this process What was the resistance to change Define the
PDCA cycle Role of leadership in change ke place then after evaluating benefits of this process,
final decision will be implemented. If this drone system effectively worked in USA, then it will
be launched in other countries.
Check – This is defined as the most important stage of PDCA cycle. There is a chance of
clarifying plan, avoiding recurring mistakes and applying improvement in process successfully.
If change process is not effective than auditing can be done in the plan. If something is not
correct in change then it is analysed and main cause of problem is identified.
Act - This is Change in the organisation Lewin's model of change Kotter's
Transformational Model Forces to drive change and explain positive and negative driving forces
in this process What was the resistance to change Define the PDCA cycle Role of leadership in
change the last stage of life cycle. In the earlier stages, change in process is developed, applied
or checked. Now it comes the action implementation. When everything in drone system delivery
is perfect and managed by project team than Amazon continues to proceed and apply plan. The
PDCA model is new standard baseline.
Role of leadership in change
In case of Amazon, the main CEO i.e. Jeff Bezos has adopted pragmatist leadership style.
This has helped in attaining goals and objectives of the company in an appropriate manner. The
main aim of pragmatist leaders is setting high standards. These leaders generally expects to
meet desired goals and objectives in given time frame. Jeff Bezos is a successful business leader.
The main objective of Amazon is to provide quality services and products to people. For doing
so, it is important to have a good leadership as this will help in managing change in an
appropriate manner. Changes in an organisation helps to improve business condition and
achieving the goals and objectives in specified time frame.
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CONCLUSION
It can be concluded that for an organisation adoption of change plays a very significant
role. Moreover, through implementation of changes on regularly basis the attractiveness as well
as efficiency within an organisation remains very positive. Functioning in an organisation can be
changed in several ways. Some of the common organisational changes includes structure,
technology and several other aspects. Furthermore, these changes also help in enhancing the
overall productively as well as profitability of an organisation.
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REFERENCES
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<https://slidemodel.com/templates/lewins-change-model-powerpoint-template/>
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through<https://www.toolshero.com/change-management/8-step-change-model-kotter/>
WHAT IS THE PLAN-DO-CHECK-ACT (PDCA) CYCLE, 2019. [Online]. Available through:
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