Organisational Leadership Styles in UK Retail Industry: A Study of Morrisons

This dissertation explores the impact of organisational leadership styles on business productivity in the UK retail industry, with a focus on Morrisons. It examines the need for leaders and leadership styles, the role of leaders in improving business performance, and the challenges faced by Morrisons due to the absence of effective leadership.

Dissertation
HOW CAN ORGANISATIONAL LEADERSHIP STYLES
ADOPTED IN THE UK RETAIL INDUSTRY IMPROVE ON
THE BUSINESS PRODUCTIVITY? A STUDY OF
MORRISONS."
1

Title: How can organisational leadership styles adopted in the UK retail industry improve on
business productivity. A study of Morrisons...................................................................................3
CHAPTER 1 – INTRODUCTION..................................................................................................3
Chapter 2 Literature Review............................................................................................................4
Chapter 3: Research Methodology.................................................................................................12
References......................................................................................................................................17
2

Title: How can organisational leadership styles adopted in the UK retail
industry improve on business productivity. A study of Morrisons.
CHAPTER 1 – INTRODUCTION
To overcome challenges, strong leadership is crucial as it helps organization to overcome
the challenges by maintaining confidence and motivation among the workforce. With the help of
good leadership organization can create an effective and strong workplace environment that will
not only help team to be motivated but also help organization to keep their stakeholders happy.
In this modern business environment the changes in business atmosphere is dynamic which
requires organization to embrace the importance and need of leaders and leadership to assure
higher growth and competitive position in the industry (Anderson and Sun, 2017). The present
research include discussion on the need of leaders in an organization and leadership styles
adopted to improve the business productivity and performance. To conduct this research
Morrison has been selected which is 4th largest supermarket chain in the United Kingdom. The
research will analyse the concept and need of leaders and leadership within UK retail industry
along with this in depth discussion of the role of leaders to make improvement in business
performance and productivity of company is also being evaluated. Research also include
discussion on the leadership styles adopted by company to make improvement in the business
performance and productivity along with the challenges that has been faced by the company due
to the absence of effective leadership. In this with the help of effective literature review in depth
analysis has been conducted. Research also include research methodology section in which use
of appropriate research methods tools and techniques is being in deathly evaluated which will
help investigator to conduct overall research in an effective manner.
Background of the organisation
Morrison is one of the famous British supermarket and is among the 4th largest
supermarket chain in the provinces of United Kingdom, as of the year 2021 the organization had
approximately 497 supermarket across England, Scotland and Wales. The organization
headquartered in West Yorkshire, England and offers wide range of products and services to
consumers around the globe. The company operates in retail sector and was founded in the year
1899. Organization offers wide range of products inclusive of clothing, food, books, homeware,
3

magazines etc. By the year 2021 organization is having 110,000 employees which is contributing
in the overall success and growth of company. In addition to this it has been underlined that
organization with help of strong employee base is serving wide base of consumers across
different geographical location which is providing them a competitive edge in the industry.
Review of problem/issue
The organization selected for the current investigation is Morrisons which is one of the
leading organization in the UK retail industry and its operating its roles and responsibilities in
different parts of the world. The main issue that is being faced by the current organization is
challenging due to the absence of effective leadership. The present research will determine the
challenges that has been faced by the respective organization because of the effective leadership
absence. Research will also determine the concept and need of leaders and leaders within the UK
industry along with the role of leaders to make improvement in business productivity and
performance. This research will also help in determining the leadership styles that has been
adopted by company. This research will effectively help in overcoming and conduct in depth
analysis of the challenges that has been faced by the company through which organization can
implement effective strategies to overcome the issue at a significant way.
Research aim, objectives and questions
Research Aim:
To investigate the need of leaders in an organisation and leadership styles adopted to
improve the business productivity and performance. A study on Morrisons
Research Objectives:
 To identify the concept and need of leadership and leaders within UK retail industry
 To determine the role of leaders to improve the business performance and productivity
within Morrisons
 To examine the leadership styles adopted by Morrisons for improving the business
performance and productivity
 To evaluate the challenges faced by Morrisons in the absence of effective leadership.
Research Questions:
 Explain the concept and need of leadership and leaders within UK retail industry?
4

 What is the role of leaders to improve the business performance and productivity within
Morrisons?
 What are the leadership styles adopted by Morrisons for improving the business
performance and productivity?
 What are the challenges faced by Morrisons in the absence of effective leadership?
Rationale for selection of topic
The main rationale behind the selection of his topic is to understand the need and
importance of leaders and leadership style within organization in UK retail industry to make
improvement in business productivity and performance. In today’s business environment is
motivated workforce is a crucial element for organization growth and success. Negligence of
implementing strong leadership practices will impact on organization in adverse manner such as
high amount of employee turnover that will automatically impact on organization growth and
profitability. The present research is rational as it will help in determining the role of leaders to
make improvement in business performance and productivity along with the leadership style
adopted by the company to make improvement in business performance. This research is also
rational as it helps in determining the challenges that has been faced by Morrisons in the absence
of effective leadership. With the help of this other organizations in the same sector can determine
the extent of challenges and their impact on organization growth and can understand that
importance of leadership for their long term growth and sustainability. The present research is
also rational as it will help in enhancing researcher knowledge an understanding of the need of
leadership and leaders within UK retail industry sector. This research will benefit researcher to
apply the same research conducting ability for future research. Research will benefit investigator
in both professional and personal way as it helps in enhancing the academic skill ability that will
benefit resulted in future in a well defined and effective manner.
Significance of the research
5

The present research is significant as it is conducted on the research am which will help
to investigate the need of leaders and leadership within organization along with the importance
of leadership styles to adopt in order to make improvement in business productivity and
performance. This research will help in identifying the concepts along with the need of leaders
and leadership within the UK retail industry that will benefit organisations in this sector on
different scales to understand the importance of leaders and leadership styles to make
improvement in their overall productivity and performance. Present research is also significant as
it helps in determining the role of leaders to make improvements in the business productivity
within Morrisons. This will help organization operating in the same sector to implement different
leadership styles and understand the role of leader through which they can effectively manage
the overall business productivity and performance. This research will also benefit in identifying
challenges that has been faced by Morrisons in the absence of effective leadership. With the help
of this company can determine the challenges and can implement effective leadership styles to
overcome these challenges to assure long term sustainability and growth. The present research is
also significant as it will help in enhancing the researcher current level of understanding and
knowledge of the need and importance of leadership styles leadership and leaders within the UK
industry. This will effectively benefit researcher to conduct future research in appropriate
manner, as the present research will efficiently enhance the research conducting ability and
decision making ability of researcher in appropriate an effective manner.
Chapter 2 Literature Review
Literature review is defined as an overview of previously published work on a specific topic. In
simple terms this is mainly a comprehensive summary of previously conducted work on a
particular topic it includes survey of scholarly article, books and other sources associated to the
particular area of research (Zulch, 2014). Literature review place important role for overall
research as it helps in evaluating in depth study of different survey, scholarly articles, books etc.
With the help of this research work and conduct in depth analysis efficiently. In context to the
present study literature review on the present research topic the manner in which organizational
leadership style adopted in the UK retail industry to improve on business productivity a case
study on Morrison has been evaluated.
Concept and need of leadership and leaders within UK retail industry
6

According to the viewpoint of Asghar and Oino, (2017) a good retail industry first need
to develop an effective and strong leadership environment with the help of undertaking use of
leaders potential in order to always inspires the individuals and team within organization. An
effective leadership plays crucial role even in complex atmosphere as it encourage employees
towards the better. According to the reports it has been analysed that the retail sector in the
provinces of United Kingdom is currently facing a lack of good leadership (What skills do retail
leaders need today?. 2018). In this many leaders are struggling to implement new models as they
face challenges to navigate the retail industry for the future. The today’s retail industry
environment keeps on changing on dynamic manner which is creating threat in front of
organization such as increase in labour turnover. The skilled and efficient leadership qualities
once associated with technology helps in accomplishing organizational goals in effective manner
while encouraging individuals on the same time. Retail industry in UK never standstill. This
makes a successful leader to possess quality to always change according to the industrial trend in
order to find out the new ways to inspire the individual and workforce. Furthermore retail leaders
for the future is needed to be champion of the consumers for which they need to have a
motivated and encouraged team. A good leadership skill pieces becoming more and more critical
in today’s business environment which need leaders to have an ability to adopt and not resist
change. The needs and demands of consumers in United Kingdom industry are dynamically
changing. This increases leaders to have right experience regardless of their background plays a
crucial leadership role in the industry. In this explosion of digital technology needs to be
undertaken as to become digital and data say leader, as this will help in encouraging effective
communication both internally as well as externally. Both of these are playing important role for
leaders in new generation as with the help of this they can assure collaboration and can increase
inclusive decision making.
A ccording to the Maslow leadership theory it has been analysed that in order to encourage
positive workplace mentality employees are needed to be motivated as to perform at a very high
level. This states that Maslow human psychological needs required to be satisfied within
workplace which is inclusive of psychological need, safety need, love and belonging, esteem and
self equalization needs. In context of leadership need within UK retail industry it is important for
a leader to fulfil high level essential needs (Bowers, Hall and Srinivasan, 2017). According to
the Maslow five tier of employees in order to create a high performance working culture there is
7

a direct relationship of the need of leadership and leaders with in UK retail industry as it directly
helps in increasing the overall performance and productivity of both organizations and
employees on the same hand. Furthermore it has been analysed that for a good leadership
motivation is playing a critical role a good leaders need to understand to create a high performing
individual and team, with the help of satisfying the human emotion of the people according to
the Maslow hierarchy of means. This is a-go-to model which explain the psychological human
motivation. With the help of this leaders can emphasise on all the needs of individual and can
satisfy them accordingly. The retail industry of UK is highly competitive which requires
organizations to retain talented and skilled employees for longer period of time this enhances the
need of implementation of leadership and good leaders through which organisations can conduct
their operations in effective manner with motivated skilled and highly talented team.
Furthermore it has been underlined that it is also essential to have a good leadership and leaders
within the UK retail industry as this will significantly benefit companies in the sector to conduct
their roles in effective environment. The importance of leadership is crucial as it helps in
providing guidance motivation initiating actions creating confidence building morale work
environment encouraging coordination in the workplace environment with the help of different
leadership style according to the situation. A good leader is required in all level of organization
to create plans and policies and further execute them that has been framed by top management
(Famakin and Abisuga, 2016). A leader is also needed in the UK retail industry as they act as
representative of the organization and integrate personal goal with organizational goals. They
also act as a friend, philosopher and guide through which business organizations assure
successful accomplishment of overall goals and objectives. There is a need of leadership and
leaders in UK retail industry as with the help of leadership qualities such as vision and foresight,
intelligence, communicative skills, sense of responsibility, empathy, self confidence and
willpower leaders encourage and motivate individuals within organization which further
encourage organisations to conduct their responsibilities at efficient rate.
According to the above analysis it has been stated that leadership and leaders plays
crucial role for organizations operating in UK retail industry, as this industry is highly
competitive in which different organisations are conducting their roles and responsibilities and
are implementing aggressive strategies to satisfy customs. For this they are taking advantage of
various policies and frameworks to retain highly talented and skilled employees for longer period
8

of time. In this to be competitive organization needs to understand the importance and need of
leadership and a good leaders as with the help of this they can satisfy human needs of individual
as per the Maslow hierarchy of needs theory. This will significantly benefit organizations in the
UK retail industry to conduct their operations at efficient rate while assuring long term growth
and profitability.
Role of leaders to improve the business performance and productivity within Morrisons
As per the view point of Franco and Matos, (2015) Leadership is an essential function
organization which helps them to enhance overall efficiency to fulfil goals and objectives.
Leadership plays crucial role as in this leaders initiate actions with the help of communicating
the plans and policies of companies to subordinate. With the help of great motivation leaders
encourage employees and provide them guidance that help them to perform efficiently as well as
effectively. Good leaders motivate employees to work hard and meet organizational needs
through one means or another. Some leaders may inspire employees to work hard, while other
managers may cause employees to fear the consequences of not working hard. Both methods
work to drive motivation and one may work better than the other depending on the manager’s
specific style and the culture of the organization. Morrisons is operating its roles and
responsibilities in a highly competitive UK retail industry in this company assures that they have
a positive and motivated organizational framework in which employees are motivated to perform
overall goals. To make this possible leaders within Morrisons conduct various rules with the
name to make improvement in the business performance as well as productivity. There are
certain goals that has been undertaken by leaders within the company in order to drive
profitability as well as productivity in which some of them are being duly defined below:
 Leaders of Morrison are very well aware of the dynamic world of business as well as
work with the help of their skilful and multilingual characteristics they make skilled
balance between employee productivity with their well being by providing them right
workplace culture. Leaders within company acknowledge the strategic role which help
them to align organizational goals with employees performance (Zhang, Bergsteiner and
More, 2014). With the help of undertaking use of appropriate strategies and techniques
leaders within company rely on relationship and trust and with the help of different
9

leadership approaches they provide a coordinated and cooperative business environment
which is playing crucial role for companies greater success.
 Leaders within company undertake use of annual and periodic performance review. In the
present industrial age performance review plays important role which helps in serving a
purpose. Performance management is a crucial aspect which helps in increasing the
professional skills as well as knowledge among employees. In the current business
ecosystem it is essential to undertake use of instant communication and enable
technologies. With the help of conducting the role of connecting technology to day-to-
day operation of employees leaders of Morrisons are analysing performance review of
employees and measure their behaviour and need which requires continuous growth for
sustainable work environment. In this with the help of creating a strong coaching culture
leaders within company involve employees working with their coaching to determine
their personal as well as potential growth (Gelard, Boroumand and Mohammadi, 2014).
With the help of this leaders create confidence within the team and enhance the overall
employee empowerment balance and sense of purpose. This is playing crucial role for
Morrison to have a motivated workforce which directly impact on the overall
productivity as well as performance of company.
 Leaders within Morrisons believe that in order to sustain in this modern competitive
world it is essential to rely on various leadership theories as well as skills. In this leaders
within company under take advantage of behaviourist theory according to the situation
and their ability in order to contribute to effective management. With the help of
behavioural ideas leaders implement a leadership models which help them to provide
great training instruction to employees as per this theory in order to enhance the output
and moral of team leaders need to be mindful of their own behaviour. With the help of
this theory managers emphasise on various leadership skills and style such as effective
leader reliable and leader who put people first. By taking user of this theory as per the
situation leaders of Morrisons undertake use of the respective behavioural theory to
encourage productivity of the organization employees on the same hand.
 In addition to this as per the situation in the workplace environment Morrisons leaders
undertaking advantage of the great man theory i.e that trait theory. According to this
theory effective leaders with the help of personality qualities and feature of behaviour
10

create an environment in which they utilise their own qualities to promote ideas that,
certain people are more naturally gifted as leaders than others (Graham, Ziegert and
Capitano, 2015). With the help of this theory leaders are playing crucial role in company
in which they are creating leaders for future in this with the help of taking advantage of
different characteristics such as competence motivational ability decision making with
assurance flexibilities Morrisons leaders enhance overall performance and productivity of
organization.
 In the modern business environment there are dynamic factors prevailing in business
framework that have direct and indirect impact on organization as well as employees
roles and responsibilities. This makes leaders within the company to understand the
importance of the theory of situation. In this leaders within Morrisons undertake
advantage of contingency theory in which they emphasise on achieving objectives and
making judgement. With the help of this theory leaders within Morrison workplace
environment according to the situation develop communication and connection with
workforce and encourage them while recognising alternate leadership philosophies
according to the situation. In this, leaders undertake advantage of problem solving ability,
coaching, trust, adaptability that helps Morrisons to enhance its overall performance and
productivity at a significant rate.
According to the above mentioned analysis it has been stated that in order to be competitive
and enhancing overall organizational growth performance and productivity leaders within
Morrisons undertake use of various roles that helps them to retain employees for longer period of
time, along with accomplishing organizational objectives at a significant rate. In this, leaders
within company embrace use of various leadership theories which help them to utilise their
quality traits and characteristics for fulfilment of organizational objectives in an efficient way.
Good leaders drive employee productivity by building confidence in employees and creating a
positive environment that is conducive to productivity. When employees feel stressed or
distracted, job performance and job satisfaction suffer (Yahaya and Ebrahim, 2016). When
managers build morale, it can help to improve retention, increase employee job satisfaction, and
may favourably impact the bottom line. With the help conducting various roles leaders within
companies are making increase in overall productivity and performance of employees. This is
11

also helping them to assure long term growth and sustainability in the industry which helps
company to assure long term objectives in a well define and effective manner.
Leadership styles adopted by Morrisons for improving the business performance and
productivity
As per the view point of Kossek, (2016) effective leaders take a personal interest in the
long-term development of their employees and they use tact and other social skills to encourage
employees to achieve their best. Morrisons is operating its roles and responsibilities in a highly
competitive retail industry sector in the provinces of United Kingdom. In this company leaders
undertake advantage of various leadership styles as well as practices to encourage, guide and
enhance performance and productivity of employees and organisational in efficient rate. In this
with the help of taking advantage of transformational leadership style leaders within the
company inspire workers to embrace change by fostering organizational culture of ownership,
accountability and workplace autonomy. With the help of taking advantage of transformational
leadership style leaders within Morrisons encourage motivate and inspire employees to create
change and innovate that will help company to grow. With the help of this leadership style they
are shaping the future success of organization. This leadership style is also playing crucial role
for company to create a strong sense of corporate culture which is providing employees and
authority over decisions in the there assigned job. This is helping in creating trust and finding
new solution to old problems. With the help of taking advantage of this model leaders within
company encourage employees to have new ideas. It also helps in building and ethical work
environment with clear priorities values in structure and also help leaders of Morrisons to create
a culture by encouraging employees to move from self interest mindset towards company
objectives. In addition to this leaders with in Morrisons are also under taking advantage of
democratic leadership style. This is also defined as participative leadership or shared leadership
style according to this leadership style leaders provide decision making opportunity for
individuals which helps in providing opportunities to employees to exchange ideas which also
encourage discussion and employee engagement. This leadership styles help leaders to
emphasise on group equality and create an environment in which free flow of ideas is being
encouraged (Taylor, Cornelius and Colvin, 2014). A democratic leader in company offer
guidance and control which increases contribution of each and every employee in the workplace.
In today’s business world this is one of the most effective form of leadership style that helps in
12

enhancing overall productivity of employee. This leadership style also help leaders within
company to encourage collaboration engagement and creativity. With the help of taking
advantage of this leadership style leaders within Morrisons encourage more ideas and creative
solutions with group member commitment high productivity and improved group morale.
In addition to this apart from democratic and transformation a leadership style details
within Morrisons also undertake use of autocratic leadership style according to the situation in
order to undertake decisions in effective manner. Leaders within Morrisons plays an important
role in managing team performance management and employee engagement. In this with the
help of taking different leadership style like coaching leadership, charismatic leadership and
servant leadership style etc according to the situation leaders within the company adopt various
leadership styles in order to make improvements in business performance and productivity while
adopting the changes (Mulki, Caemmerer and Heggde, 2015). This is facilitating Morrisons to
conduct their roles and responsibilities inefficient rate while providing maximum satisfaction to
consumers.
Challenges faced by Morrisons in the absence of effective leadership
As per the view point of Popli and Rizvi, (2016) the role of leadership is important in
every organization irrespective of its size scope and industry. With the help of strong leadership
leaders influence employees fulfill their needs by solving internal conflicts they also helps in
nurturing future leaders by building moral motivating employees that helps in enhancing
productivity by effectively managing change, with the help of better decision making. In context
with Morrison it has been analysed that there are some certain challenges that has been faced by
company in the absence of effective leadership. It has been analysed that company’s is facing
challenges to enhance the productivity according to the current consumer expectations. It has
been analysed that company relies basically on productivity level of this staff which needs them
to include learning sessions at workplace. In this company needs to access the impact of learning
culture in order to assure business sustainability. However it has been analysed that absence of
efficient learning culture is making Morrisons to face number of challenges. This is a major
challenge tatas being faced by the company due to absence of effective leadership. Furthermore,
it has been analysed that the modern business environment is dynamically changing in which
companies different industries such as UK retail industry need to implement an embrace change
on continuous basis. In this Morrisons needs to adopt changes at a frequent rate as to enhance
13

competitive growth as compared to the other rivals in industry (Sousa and Rocha, 2019). In this
due to lack of effective leadership Morrison is facing challenges such as adopting change and
making employees compatible with the new advanced technology. This is affecting organization
overall productivity and performance at an efficient rate, due to this challenge companies facing
challenges such as managing of workplace environment according to the changing market
structure.
Furthermore, it has been underlined that Morrisons is among the giant retailers in the
industry which is effectively trying hard to maintain its current market position due to
competition in the industry by its rivals. In addition to this lack of multi channel is also the major
challenges. Morrisons is facing various challenges which is impacting its growth and
performance. All these challenges are creating adverse impact on organization overall growth
and sustainability. It is also creating a culture in which employees are feeling less satisfied
(Saeed, Anis-ul-Haq and Niazi, 2014). This is affecting their ability to satisfy answer of
consumers in a better manner. Furthermore it has been underline that maintaining strong
communication network with employees and communicating them the organizational objectives
also among the challenges that Morrison is facing due to absence of effective leadership
employees within organisational workplace structure. Employees are also de-motivated due to
number of reasons which is affecting company’s overall growth and performance in the industry.
It is is essential for organization to implement strategies as to overcome all these challenges in
effective manner and assure higher growth and profitability in industry. With the help of taking
advantage of effective strategies company can not only overcome the challenges in effective
manner but can also manage employees satisfaction level. This will help Morrison to conduct its
roles and responsibilities at an efficient rate while overcoming challenges to enhance the overall
performance and productivity in the industry.
According to the above analysis it has been stated that leadership plays important role for in
organization which makes them to overcome changes as well as challenges in the business
environment. In context with the United Kingdom retail industry leadership and leaders plays
important role. There is an efficient need of efficient leadership and leaders within organization
to encourage employees towards better. With the help of strong leadership structure leaders can
fulfil needs and demands of each and every individual as per Maslow leadership theory. This will
also help them to enhance overall productivity and performance while managing their growth
14

and efficient base. The present analysis also states that leaders plays important role in making
significant improvement in business performance and productivity of Morrison, in this they are
taking advantage of various strategies practices and taking advantage of different leadership
theories as well as style such as democratic, transformational, situational etc in order to manage
workplace performance of employees. All these are playing important inefficient role to manage
employees performance growth and managing them to assure long term success (Schwepker and
Schultz, 2015). From the above analysis it has been stated that leadership and leaders play an
important role in the UK retail industry, as with the help of this company’s like Morrison can not
only encourage high performance workplace environment but can also assure low employee
turnover. Strong leadership practices and leadership styles encourage employees to retain skilled
and talented employees for longer period of time which encourage organization to embrace
change simultaneously.
Chapter 3: Research Methodology
Practical aspects of an investigations are outlined in its research methodology. This includes
areas such as search philosophy, research strategy, sampling technique etc. The research strategy
is created because it acts as a comprehensive plan for completing the investigation (Pandey and
Pandey, 2021). It is important to develop a detailed research methodology for completing an
investigation because it helps complete the study in a systematic manner. The detailed
information about the research strategy for the present investigation with proper justification is
provided below:
Research Philosophy
This segment of the research looks at the world view or stance taken for completing the
investigation. Interpretivism or positivism can be taken as the research philosophy for the
investigation (Gupta and Gupta, 2022). In context of the present investigation the research
philosophy which is selected is positivism. Under the application of positivism research
philosophy, the current research will utilize factual data for completing the study which includes
quantitative measurement. The justification for application of positivism research philosophy in
the present investigation is that it will deliver dependable deduction of the information and assist
in measuring data quantitatively.
15

However, the disadvantage of positivism research philosophy being surface level
research philosophy can affect the in depth study for the current investigation. Despite the
disadvantage the positivism research philosophy is an appropriate research strategy for this
investigation because it involves usage of objective numerical information for reaching research
conclusion. The quantitative data measurement made possible with the help of positivism
research philosophy will help arrive at concrete consistent and definitive outcome.
Research Strategy
The research strategy for an investigation provides information about gradual phases of
activities which need to be undertaken in a systematized manner so that accurate direction can be
taken for completing the investigation and achieving relevant research outcomes in a timely
manner. The two options for selecting relevant research approach are deductive research strategy
and inductive research strategy (Rismayanti, 2021). For the present investigation the deductive
research strategy is chosen. The primary rationale behind usage of deductive research approach
is that it can be completed quickly in comparison to other approaches and enables explanations
of the relation which exists between variables.
The adoption of deductive research approach also has the disadvantage of it being
limiting on complete in depth exploration of the research topic. However, the implementing of
deductive research approach is proper in this investigation because it is possible in quantitative
research and helps usage of objective numerical data in the investigation. Apart from this the
usage deductive research approach does not require high amount of time consumption which
means that it supports scheduled completion of the investigation in case of the present study.
Research Strategy
This constituent of the research methodology planning and practical aspects of the
investigation which includes boundless postulations along with peculiar activities related with
interpretation, analysis and collection of information. There are different options for selecting
specific research strategy for an investigation which include survey, experimentation, remedial
study, interview, observations and focus groups (Bolinger and et. al., 2022). For the completion
of present study, survey research strategy has been chosen. The rationale behind selecting the
survey research strategy is the benefits of completing a survey as it offers quick data from
various respondents which can be analysed and interpreted easily. In addition to this this it also
16

enables quantitative research data collection and analysis which is helpful in accomplishing the
aims and objectives of the present investigation.
Finally, another beneficial aspect of using the survey research strategy is that it can
support involvement of many participants for completing the investigation without making the
process of data collection complication because the data will be collected with the help of
questionnaire including multiple choice questions. On the opposite viewpoint, the usage of
survey as the research strategy has the disadvantage of not having the guarantee that honest and
accurate answers will be given by the respondent (Sataloff and Vontela, 2021). This weakness of
the survey research strategy can have huge impact on the overall investigation as even single
inaccurate data set can significantly lower the reliability and credibility of the investigation.
Despite of the disadvantage the usage of survey strategy is beneficial for the present
investigation because it can help gather relevant raw data quickly to achieve aim of the
investigation as per decided schedule.
Research Choice
In this area the methodological basis on which the investigation will be completed is
provided. The two options available for completing this segment of the research methodology ae
qualitative research and quantitative research (Sumner and et. al 2021). In context of the present
investigation the quantitative research choice will be applied. This is suitable selection because
quantitative research choice enables collection, analysis and interpretation of numerical data to
increase the objective aspects of the investigation. In comparison to quantitative investigation
qualitative research choice is based upon descriptive data collection and analysis which a be
affected by the researcher’s bias reducing the objectivity of the investigation.
Therefore, the usage of quantitative research choice is the most appropriate option for
making the investigation reliable and objective. Another advantage of using the quantitative
research choice is that much broader study can be done which supports inclusion of many people
(Cairo Notari and et. al., 2021). Here, the usage of survey questionnaire for research strategy will
help gain raw and updated numerical data from many participants improving the quantity of data
available to effectively finish the entire study. The disadvantage of suing quantitative research
choice is that it limits the profoundness of the investigation as detailed data cannot be collected
under this potion. Despite this limitation the application of quantitative research choice will
17

deliver beneficial results for the investigation as it is flexible and support numerical data
collection.
Data Collection
The concept of collecting data involves two ways which are primary data collection and
secondary data collection. Undertaking primary data collection requires usage of raw information
from ground level while completing secondary data collection involves usage of sources which
are already available (Mwita, 2022). In the current investigation both secondary and primary data
collection methods will be applied. The application of the primary data collection method will be
accomplished through the usage of questionnaire. Secondary information will be collected
through wide range of sources such as books, journals, magazines and online articles. The
reasoning supporting the usage of both primary and secondary data collections even when it is
time consuming is that it will make to research concussion based on wide sources of data instead
of only depending on one or two.
The primary advantage of using wide ranging sources for gathering information in any
investigation is that it supports academic integrity for the investigation as claims and statements
made in the study are based upon strong data and are referenced effectively (Moore, Harrison
and Hair, 2021). However, the process of collecting raw data through survey and also using
secondary data sources such as books and articles can be costly and time consuming resulting in
loss of resource resources. Despite the disadvantage of time and resource consumption using
both secondary and primary data for the investigation is beneficial because it improves the
quality of data being used to draw conclusion in the investigation and also helps get the whole
picture related to topic of study.
Data Analysis
The concept of data analysis involves procedure related to inspection, investigation,
transformation, and designing the relevant data for identification of useful information which can
help draw conclusion for completing the investigation (Babbie, Wagner and Zaino, 2022).
Thematic and frequency data analysis are used for analysis of information during a study.
Application of frequency data analysis will support completion of the present study. Under the
frequency data analysis pie charts will be sued for analysing and presenting the collection
information from survey investigation.
18

The scenario for this study nictitates the usage of frequency data analysis because
numerical quantitative information will be gathered through survey research strategy. On the
other hand, frequency data analysis can also negatively impact the research because of loss of
details in using frequency distribution for data analysis. The final justification for using
frequency analysis in the present investigation is that it helps depict the data in an easy to
understand manner through the usage of pie charts and frequency distribution table while also
supporting unbiased data analysis.
Sampling
It involves selecting appropriate sampling size for the investigation and can be completed
with the help of probabilistic or non-probabilistic sampling (Lohr, 2021). Probabilistic sampling
will be applied or the current investigation with the reasoning that it supports unbiased sampling
and helps reduce systematic errors. On the other and the disadvantage associated with this
sampling technique is hat it can be tedious when applying to larger sample size. In spite of
negative aspect, the usage of probabilistic sampling is beneficial for the investigation because it
is inexpensive, simplistic and increases the reliability of the investigation. In this 35 respondents
has been selected with the help of random sampling method.
Time Horizon
Here the timeline of the investigation is determined with the options being cross sectional
and longitudinal. The present research will be completed through cross sectional time horizon
because it supports completion of the research in short time period.
19

References
Anderson, M.H. and Sun, P.Y., 2017. Reviewing leadership styles: Overlaps and the need for a
new ‘full‐range’theory. International Journal of Management Reviews, 19(1), pp.76-96.
Asghar, S. and Oino, D., 2017. Leadership styles and job satisfaction. Asghar, S., & Oino, I.
(2018). Leadership Styles and Job Satisfaction, Market Forces, 13(1), pp.1-13.
Babbie, E., Wagner III, W.E. and Zaino, J., 2022. Adventures in social research: Data analysis
using IBM SPSS statistics. Sage Publications.
Bamiatzi, V., Jones, S., Mitchelmore, S. and Nikolopoulos, K., 2015. The role of competencies
in shaping the leadership style of female entrepreneurs: the case of North West of E
ngland, Y Orkshire, and N orth W ales. Journal of Small Business Management, 53(3),
pp.627-644.
Bolinger and et. al., 2022. Experiments in strategy research: A critical review and future research
opportunities. Journal of Management, 48(1). pp.77-113.
Bowers, M.R., Hall, J.R. and Srinivasan, M.M., 2017. Organizational culture and leadership
style: The missing combination for selecting the right leader for effective crisis
management. Business horizons, 60(4), pp.551-563.
Cairo Notari and et. al., 2021. Understanding GPs’ clinical reasoning processes involved in
managing patients suffering from multimorbidity: A systematic review of qualitative
and quantitative research. International journal of clinical practice, 75(9). p.e14187.
Famakin, I.O. and Abisuga, A.O., 2016. Effect of path-goal leadership styles on the commitment
of employees on construction projects. International Journal of Construction
Management, 16(1), pp.67-76.
Franco, M. and Matos, P.G., 2015. Leadership styles in SMEs: a mixed-method
approach. International Entrepreneurship and Management Journal, 11(2), pp.425-451.
20

Gelard, P., Boroumand, Z. and Mohammadi, A., 2014. Relationship between transformational
leadership and knowledge management. International Journal of Information Science
and Management (IJISM), 12(2), pp.67-82.
Graham, K.A., Ziegert, J.C. and Capitano, J., 2015. The effect of leadership style, framing, and
promotion regulatory focus on unethical pro-organizational behavior. Journal of
business ethics, 126(3), pp.423-436.
Gupta, B. N. and Gupta, N., 2022. Research methodology. SBPD Publications.
Kossek, E.E., 2016. Implementing organizational work–life interventions: toward a triple bottom
line. Community, Work & Family, 19(2), pp.242-256.
Lohr, S. L., 2021. Sampling: design and analysis. Chapman and Hall/CRC.
Moore, Z., Harrison, D. E. and Hair, J., 2021. Data quality assurance begins before data
collection and never ends: What Marketing researchers absolutely need to
remember. International Journal of Market Research, 63(6). pp.693-714.
Mulki, J.P., Caemmerer, B. and Heggde, G.S., 2015. Leadership style, salesperson's work effort
and job performance: the influence of power distance. Journal of Personal Selling &
Sales Management, 35(1), pp.3-22.
Mwita, K., 2022. Factors to consider when choosing data collection methods. International
Journal of Research in Business and Social Science (2147-4478), 11(5). pp.532-538.
Pandey, P. and Pandey, M. M., 2021. Research methodology tools and techniques. Bridge
Center.
Popli, S. and Rizvi, I.A., 2016. Drivers of employee engagement: The role of leadership
style. Global Business Review, 17(4), pp.965-979.
Rismayanti, L. A., 2021. A Case for Deductive Teachers’ Perception using Inductive Instruction
in Teaching English Grammar for Junior Students. Journal of Education Research
and Evaluation, 5(3).
Saeed, T., Almas, S., Anis-ul-Haq, M. and Niazi, G.S.K., 2014. Leadership styles: relationship
with conflict management styles. International journal of conflict management.
Sataloff, R. T. and Vontela, S., 2021. Response rates in survey research. Journal of Voice, 35(5).
pp.683-684.
Schwepker, C.H. and Schultz, R.J., 2015. Influence of the ethical servant leader and ethical
climate on customer value enhancing sales performance. Journal of Personal Selling &
Sales Management, 35(2), pp.93-107.
Sousa, M.J. and Rocha, Á., 2019. Leadership styles and skills developed through game-based
learning. Journal of Business Research, 94, pp.360-366.
Sumner and et. al 2021. A qualitative and quantitative account of patient’s experiences of
ketamine and its antidepressant properties. Journal of Psychopharmacology, 35(8).
pp.946-961.
Taylor, C.M., Cornelius, C.J. and Colvin, K., 2014. Visionary leadership and its relationship to
organizational effectiveness. Leadership & Organization Development Journal.
What skills do retail leaders need today?. 2018. [Online]. Available through
https://www.drapersonline.com/insight/analysis/what-skills-do-retail-leaders-need-today>
Yahaya, R. and Ebrahim, F., 2016. Leadership styles and organizational commitment: literature
review. Journal of management development.
Zhang, T., Avery, G.C., Bergsteiner, H. and More, E., 2014. The relationship between leadership
paradigms and employee engagement. Journal of Global Responsibility, 5(1), pp.4-21.
21

Zulch, B., 2014. Leadership communication in project management. Procedia-Social and
Behavioral Sciences, 119, pp.172-181.
22