Management and Leadership

Running head: MANAGEMENT AND LEADERSHIP
MANAGEMENT AND LEADERSHIP
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1MANAGEMENT AND LEADERSHIP
Introduction
Leadership and management in an organization play an important role in continuing with
the efficiency of the operations through assessment of the market conditions. The strategies that
are developed by the leaders are dependent on the analysis of the market position of the business
and the manner in which improvements might be made in the existing processes. Haucap and
Heimeshoff (2014) noted that the development of specific leadership processes supported the
organizations in gaining a sustainable competitive benefit over the existing players in the diverse
global economies. In this context, the current discussion will aim at evaluating the current
situation of Facebook and the strategies that might be considered by Zuckerberg with the
objective of supporting the growth and sustainable competitive advantage of the venture
(Bechmann 2014). The identification of the different strategies will be assisting Zuckerberg in
developing the strategies while adhering to the requirements of the organizational growth.
Current situation of Facebook
The development of Facebook is dependent on the diverse range of offerings that are
made by the same while adhering to the needs of the users. It has been noted that Facebook's
monthly active users (MAUs) maximized to 13% annually amounting to around 1.44 billion
(Carugati 2018). The developments in the offerings have helped the concerned venture in
adhering to the evolving demand of the users. On the other hand, the developments in the online
advertisement fields assisted the concerned venture in continuing with the effectiveness of the
operations. The concerned venture also owns Instagram with 300 million and WhatsApp with
800 million MAUs (Kwon, Lee and Shin 2014). The increasing rate of monthly active users of
the organization assisted the same in gaining a competitive benefit against the other competitors

2MANAGEMENT AND LEADERSHIP
like Google. The different modifications in the processes that are undertaken by the organization
assisted the same in developing an appropriate market base for growth and expansion.
However, the revenue from the online advertisements are degrading which has affected
the potentials of the Facebook while holding strong competition against Google. It has been
noted that Google procured a return of $59.6 billion from the ad revenues as compared
to Facebook's $11.5 billion (De Wolf, Willaert and Pierson 2014). It has affected the interests
of the concerned venture in continuing with the efficiency of the sustainable competitive
advantage. The different strategies that are utilized by the concerned venture assisted the same in
upholding the effectiveness of the operations while adhering to the changing demand of the
customers.
However, the concerned venture has taken steps to develop its mobile display advertising
channels with the aim of gaining a competitive benefit against Google. Lillqvist and Louhiala-
Salminen (2014) noted that Facebook earned 73% of its total ad revenues from the developments
in the mobile display advertising by the second quarter of the year 2018. The enhancements in
the revenue stream of the organization assisted the same in developing its resources and the
R&D operations for the technological infusions in the processes. The maximization of the mobile
advertisement channels by Facebook assisted the organization in enhancing the resource flows
while gathering revenue for the R&D operations (Tafesse 2015).
The frequent innovations in the systems have assisted the organization in developing a
suitable market capability of the same while retaining the interests of the users. However, the
Facebook- Analytica scandal affected the potentials of the organization in retaining the goodwill
of the brand in different global markets. Kwon, Lee and Shin (2014) stated that the lack of trust