Jeff Bezos and Amazon's Success

This assignment examines the leadership of Jeff Bezos and his influence on Amazon's growth as a global e-commerce giant. It analyzes Bezos's leadership styles, focusing on his customer-centricity, innovation, and vision for the future of retail. The report highlights key aspects like drone delivery systems, Prime Air project, and their impact on customer satisfaction.

Running Head: Project Leadership
PROJECT LEADERSHIP
AMAZON INC. – JEFF BEZOS

Project Leadership 1
Executive Summary
Project Leadership refers to the process of a leader, leading various projects in any organization.
In the large projects, several subordinate managers are also assigned under the project leader
with the view to ascertain the effective outcomes. In order to accomplish the project,
management of the organization needs to perform various steps such as resource allocation,
implementation of quality measures and the implementation of evaluation and controlling
measures with the view to identify glitches involved in the project. This helps in smooth flow of
the organizational functionalities without any barrier and this leads to accomplishment of the
project in an appropriate as well as in an effective manner. This report will concentrate on the
project leadership of Mr Jeff Bezos, CEO of Amazon since 1994. The first part of the report will
include the biography of the leader and further, the report will focus on the leadership style
adopted by the Jeff Bezos in relevance to the accomplishment of the Amazon Air Prime project.
Further, leadership behaviour, impact of leadership behaviour over the project accomplishment
will be discussed.

Project Leadership 2
Contents
Executive Summary ........................................................................................................................1
Contents...........................................................................................................................................2
Biography........................................................................................................................................2
Leadership Style..............................................................................................................................3
Effectiveness of leadership behavior...............................................................................................4
Impact of leadership behavior.........................................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Project Leadership 3
Biography
There are numerous large leaders in the global market but this report is based on the leader who
utilized his skills to attain great success. The company Amazon Inc. once existed as a small start-
up. Jeff Bezos, now the undisputed leader of the world's largest supplier, founded this start-up in
1994 in his garage. In his years as a student, Jeff was fascinated by computer technology,
computer science and electrical engineering at Princeton University. Four years later, Jeff
decided to start his own business, initially, it was a veritable bookstore. For the first time in
1995, Amazon began to diversify its offering from CDs and videos to clothing, toys, electronics
and much more. In 2011, due to Jeff Bezos's skillful leadership, the company's sales increased
from $ 510,000 to $ 17 billion. In 2013, Jeff Bezos decided on a new experimental project
"Amazon Prime Air", which made use of drones to deliver the goods to customers (Stone, 2013).

Project Leadership 4
Leadership Style
Jeff Bezos is known for his unique qualities and thinking process. He is an innovative leader and
believes in bringing people up along with himself. His leadership qualities are those of a
charismatic leader. His expectations from his employees were always very high and expected
them to deliver longer hours at work. He always looks for the people who can joyfully work a
minimum of 60 hours a week and did not care about the work life balance. Charismatic leaders
are known for their communication skills, they are great speakers and at the same time, they have
the ability to extract the work from subordinates for the accomplishment of the tasks. Jeff Bezos
used to drive his convictions and commitment towards his goals as well as to accomplish his
dream project i.e. Amazon Prime Air. This project is based over the future changes which will be
required to provide prompt and quick delivery services. In this project, Jeff decided to utilize
drones for delivering the goods ordered by consumers. Consumers can pay an extra sum of
money to get this service and to get the goods delivered within a short period of time. Period of
time taken for delivery in this service is approximately 30-60 minutes. To accomplish this
project in an appropriate manner, Jeff Bezos utilizes his transformational skills. His leadership
qualities describe its work pattern and he always kept the customers on priority rather putting
employees on that position (Anantatmula, 2010).

Project Leadership 5
Effectiveness of leadership behavior
Leader’s effectiveness matters a lot for a small business enterprise as well as for giant business
entity. Amazon which was an online book seller platform has now emerged as the most favorite
online shopping website across the globe. Amazon’s CEO Jeff Bezos says that he wants to sell
each and every item that is manufactured around the globe. To deliver these goods on prompt
basis, CEO of Amazon invented the unique delivery pattern and kept the name of that project as
Amazon Prime Air. This service is capable enough to deliver the ordered goods by customer
within a certain period of time. They do not need to wait for a long duration i.e. 2-4 days to get
products delivered at their places. The primary motive of Jeff Bezos behind inventing this model
of delivery was to provide the customers facility of getting products delivered quicker in
comparison with the time taken to purchase it from physical market with fewer efforts. With
effective behavioral skills of Jeff Bezos, Amazon Company is known as the largest online
retailing brand and with the help of Amazon Prime Air project, its brand value and the customer
base increases gradually. Initially, this service was started in the US and UK market and with
reviewing the response from the customers, Jeff Bezos is planning to expand this delivery system
in further markets. The major effectiveness of this project is that it is unique as well as it has not
been adopted by any of the online shopping website. So, Amazon has developed their unique
image in the customer’s perception along with gaining adequate competitive advantage (Nixon,
Harrington & Parker, 2012). Company’s stock increased by 397% in just five years and with the
net worth of $9 billion, a 48-year-old entrepreneur stands with the 30 richest men across the
globe. The CEO of the company is fulfilling his dream of selling all the materials over the
internet along with the quicker delivery system. Today Amazon is increasing its network and
reachability in the global market through including the number of items in their selling list as
well as through adding the unique delivery system through drones (Packendorff, Crevani &
Lindgren, 2014).
The major part of the company's success is their strategies. Amazon Company has applied the
customer-centric approach through which they had developed an effective goodwill in the target
market. Amazon Prime Air project has also been adopted considering the customer centric

Project Leadership 6
approach with the view to increase customer satisfaction. With the help of this approach,
organization has developed significant position in the customer's mind-sets and this had led the
company to stand on the peak position in the online shopping website industry in the overseas
market. Apart from these approaches adopted by Jeff Bezos, there are several other which had
proved him as the most effective leader. He has perseverance and resilience through which his
leadership style beings the hard-headed but flexible at the same time (Shenhar, 2015). His skills
have led the organization to survive in all types of situations which had makes the company
dynamic and with the help of Amazon Prime Air Project, organization has attained the advantage
of first mover in the industry (Jones & Jones, 2010).
Apart from this, he always believes in experimenting which has proved him to be the great
entrepreneur. He is an innovative leader and he tries to bring new ways through which customer
satisfaction could be increased. Amazon Prime Air project is a unique example of his leadership
styles. First mover advantage is effective approach and it helps the organization to attain benefits
along with determining the opportunities to cover the target market (Lashinsky, 2012).

Project Leadership 7
This also includes providing the target audience a wide variety of products and services in a very
short period of time through drone delivery system. This service is capable enough to deliver
small items which are not such heavy and basically this is invented with the view to provide the
essential items of daily life, gifts and the like items in a short period of time. This behavior of
Jeff Bezos has helped the consumers to provide sundry choices in order to select the most
appropriate item in relation to their requirements on prompt basis (Levy, 2011)

Project Leadership 8
Impact of leadership behavior
Jeff Bezos is an innovative and charismatic leader who believes in customer satisfaction. This
has helped the Amazon Company to develop an effective image in the online shopping industry.
His leadership and behavioral styles describe his uniqueness which proved him as the vibrant
leader of the giant enterprise. Following are certain crucial points in relevance with his
behavioral styles which has a huge impact on the organizational success:
Diversification: He believes in diversification and this can be proven with the success of the
organization and the unique features added for improving the customer satisfaction such as
Amazon Prime Air service. Initially, Amazon was dealing in various books and with gaining the
success from selling books at the online platform, Jeff Bezos decided to expand its network and
started adding few items on their website. Today, the company holds peak position in terms of
the wide variety of products sold across the globe. Apart from this, organization also holds the
advantage of first mover of air delivery services which has increased the brand value Amazon
(Miller & Bosman, 2011).
Creativity: He also known for his creative ideas and this has made the effective position in the
overseas market. The project of Prime Air services invented by Jeff Bezos is another justification
of his creativeness. He never get satisfied with services and products provided to the customers
and this is the major reason he always tries to bring some uniqueness in their functionalities with
the motive of fulfilling the customer’s needs (Lunenburg, 2012).
Disruption: It is the technique which proves the uniqueness of the person and his ideas. Prior to
the online shopping websites, consumers used to go to the physical stores for purchasing the
required things. Major advantage of shopping at physical stores is customers can get the product
on the basis of requirement at that point of time. Whereas online shopping websites are not able
to do the same and they take minimum of 2-4 days to deliver the customers’ orders. To change
this process of delivery and to provide the prompt delivery services in online shopping, Jeff has
invented the idea of drone delivery system which is attaining success at its peak. Unique
behavioral pattern of Jeff Bezos has helped the online shopping websites to acquire more than

Project Leadership 9
70% market share. He is a futuristic person and he saw a dream once in relevance with online
shopping website concept. This has increased the customer satisfaction as well as in the busy
schedule of customers; they can buy anything anytime along with quick delivery system along
with great return facility (Collinson & Tourish, 2015).
Innovation: He is an innovative leader along with focusing on the requirements of customers.
He has made customers as their first priority and adopted all the strategies which are customer
centric. This has increased the customer satisfaction level along with increasing the goodwill of
the organization in the customer’s perceptions.
Conclusion
From the aforesaid information, it can be concluded that Amazon has gained huge success in the
digital market along with fulfillment of the customers’ needs. This report focuses on the
leadership giant, Jeff Bozos and his leadership styles which have increased the value of online
shopping platform. Jeff Bezos, a 48-year-old man is now counted as one of the top 30 richest
men in the globe and the major reason behind his success is his creativeness, innovativeness as
well as his diversified behavior. This report concludes the growth and success of Amazon Prime
Air project invented by the Jeff Bezos with the view to provide fast and quick delivery services
with regards to improve the customer satisfaction.

Project Leadership 10
References
Anantatmula, V. S. (2010). Project manager leadership role in improving project
performance. Engineering Management Journal, 22(1), 13-22.
Collinson, D., & Tourish, D. (2015). Teaching leadership critically: New directions for
leadership pedagogy. Academy of Management Learning & Education, 14(4), 576-594.
Jones, G. R., & Jones, G. R. (2010). Organizational theory, design, and change.
Lashinsky, A. (2012). Amazon’s Jeff Bezos: The Ultimate Disrupter. Retrieved September, 3,
2013.
Levy, S. (2011). Jeff Bezos owns the web in more ways than you think. Wired Magazine.
Lunenburg, F. C. (2012). Power and leadership: an influence process. International journal of
management, business, and administration, 15(1), 1-9.
Miller, C. C., & Bosman, J. (2011). E-books outsell print books at Amazon. New York Times, 19.
Nixon, P., Harrington, M., & Parker, D. (2012). Leadership performance is significant to project
success or failure: a critical analysis. International Journal of productivity and
performance management, 61(2), 204-216.
Packendorff, J., Crevani, L., & Lindgren, M. (2014). Project leadership in becoming: A process
study of an organizational change project. Project Management Journal, 45(3), 5-20.
Shenhar, A. (2015). What is strategic project leadership?. Open Economics and Management
Journal, 2(1).
Stone, B. (2013). The everything store: Jeff Bezos and the age of Amazon. Random House.