Understanding and Leading Change in Organisations

This project explores the impact of change in organisational culture on two different organisations. It examines the internal and external drivers of change and their effects on leadership, team, and individual behaviours within the business. It also discusses measures to minimize negative impacts of change and various barriers that influence leadership decision-making.

Unit – 17
Understanding
And
Leading
Change

Table of Contents
INTRODUCTION.................................................................................................................................3
TASK 1.................................................................................................................................................3
P1. Differentiate between two organisations which are impacted by the change in organisational
strategy and operations......................................................................................................................3
TASK 2.................................................................................................................................................6
P2. Examine the internal and external drivers of change which affects leadership, team and
individual behaviours within business...............................................................................................6
P3. Analyse the measures which minimise negative impacts of change on organisational behaviour
...........................................................................................................................................................9
TASK 3...............................................................................................................................................11
P4. Describe various barriers for change that influence leadership decision-making.......................11
TASK 4...............................................................................................................................................12
P5. Apply different leadership approaches for dealing with the change..........................................12
CONCLUSION...................................................................................................................................14
RECOMMENDATIONS.....................................................................................................................14
REFERENCES....................................................................................................................................15

INTRODUCTION
The organisation culture is a system of shared assumptions, values and benefits which are
performed on the rules and regulations of an organisation that determines the behaviour and attitude
of people to complete their task. It is very essential for an entity to analyse the strong influence of
their workers within an organisation for directing and guiding them to perform their jobs effectively.
This project is based upon Jessops Group Limited for being an active company which is located in
Marlow (Buckinghamshire). The company is retail photography with its leaders as Jessops who is
working in business for over 75 years. This project differentiates between two organisations which are
impacted by the change in culture (Alongi, 2014). It further examines the internal and external drivers
of change which affects leadership, team and individual behaviours within business. This also
identifies the measurable values for minimising the negative impact of change on organisational
behaviour. Additionally, it describes various barriers for alteration that influence leadership decision-
making with application of different approaches.
TASK 1
P1. Differentiate between two organisations which are impacted by the change in organisational
strategy and operations
Organisation changes:- It is movement of an organisation from one state of affairs to
another and further modify its activities in accordance with demand of their customers to meet their
needs, desire and wants. Managers of Jessops Groups Limited implement these organisational
changes for meeting the requirement of customers by supplying them their qualitative finished goods
and services. It is very essential for organisation in growth and alteration of activities by changing
their company structure, strategy, policies, procedure, technology, etc.
Jessops Group Limited:- This organisation was introduced by Frank Jessops in Leicester,
United Kingdom at 1935. It is a British photographic retailing company whose leader performs
actions as professional retailer for exploring business from one state to another. The Chief Executive
Officer of Jessops Group Limited is Peter Jones and its main aim is to focus on organisational change
for driving business in modernisation with strategic decision-making process (Bowers, 2014). The
website of Jessops Group Limited is www.jessops.com with its revenue of $236.8 million and
operating income at $ 5.7 million in 2011. The Jessops focus on organisational change for analyse the
transformation demand in taste and preference of customers and to produce colourful printed images
and good quality. It results in maximisation of revenue and profitability ratios that result in
accomplishment of success by competing with its rivalries to sustain in perfect competition market.
The Jessops Group Limited adopts the emergent change in their organisation which is based on

assumption that change is continuous, open-ended and unpredictable process which is sudden decision
in accordance with situation.
Ritz Camera and Image:- This organisation is a photographic retail and photofinishing
speciality store which is headquartered in Edison, New Jersey (United States). It was founded in 1918
with subsidiary of C&A Marketing, RitzPix, Ritz Interactive, etc. This organisation was founded by
Edward and Benjamin Ritz. The Chief Executive Officer of Ritz Camera and Image is David Ritz that
currently has approval rating of 71%. Its primary competitors are Adorama, Lumoid and B&H Photo.
Its products include Digital Cameras, DSLRs, Lenses and Camera Accessories. The Key people of
Ritz Camera and Image are Harry Klein as being the President and Chaim Pikarski is Vice President
of the company. Its website is www.ritzcamera.com which describes the traditional and modern
changes within the business which express as the first chain photo-finishers to offer 4*6 prints from
35mm film as well as bordered prints (Brugger, 2017). The Ritz Camera and Image adopts planned
organisational change as it is a process of being prepared by the entire company through
precautionary steps being taught by leaders to its workers in their training and development to deal
with various situations.
The difference between these two organisations is mentioned on the basis of organisational
change that is shown as below:-
Jessops Groups Limited:-
 Vision:- The Jessops Groups Limited vision is to become most competitive in qualitative
products with its specialised equipment upholding transparent business ethics and value for
all stakeholders and customers.
 Mission:- The Jessops mission is to work in continuous procedure for learning and innovating
new equipments for developing their superior finished goods and services.
 Structure:- The Jessops Groups Limited implements organisational change from divisional
structure to perform their actions in various functional units which discriminate their target
and leads them to complete their task for specific goal (Chianese, 2016). It creates ease and
smoothness for managers of Jessops Groups Limited by implementing change for producing
and generating products in order to meet the present requirement of customers in accordance
with taste and preference by providing them high level of satisfaction.
 Strategy:- The strategy refers as the tactics to undergo new possibilities for attracting large
number of customers through the innovative ideas of managers. The main purpose for
adopting divisional structure is to improve quality through increasing specialisation by
providing training and development services. This result in building employee relations
through managers and leaders by motivating them through monetary and non-monetary
services.

Ritz Camera and Image:-
 Vision:- The vision of Ritz Camera and Image is to become famous portrait studio in Atlantic
City’s Ritz Hotel.
 Mission:- The mission of Ritz Camera and Image defines the organisation’s main purpose
and primary objectives for examining key measure to achieve success.
 Structure:- The organisational structure adopted by Ritz Camera and Image is matrix
structure which is very difficult for business to achieve its organisational goals and objectives
within systematic manner that consumes more time. The business is unfavourably affected by
adopting organisational change as managers are not able to share their information
collectively within less time consumption. It further lacks in accomplishment of success and
might face the possibility of threats to be achieved.
 Strategy:- The company adopts matrix strategy as organisational changes for improving
specialisation of their workers by directing and guiding them to perform their functions with
perfection. This creates opportunity for business to reduce time consumption by
implementing new technology, automation, etc., which reduce labour cost and maintain the
product quality in retail photography for printing colourful image, video, films, etc.
Comparison between Jessop Group with Ritz Camera and Image is as follows:- The two
organisations of photographic retail sector are further compared within the following ways that are
mentioned below as:-
 Customer rating:- The managers of Jessop Groups focus on developing high customer rating
through satisfying the needs and wants of customers with various modernised activities
whereas Ritz Camera is already engaged in this activity. The main aim for Jessops manager is
to develop differentiated pictures and videos with colourful graphics that develops interest of
customers to purchase it. The Ritz Camera facilitates this to their target market which results
in high rating of its end-users with 71% that creates good image and reputation among others.
 Drive for changing demands:- The Ritz Camera and Image managers emphasize on
developing their products and services for its customers within diversified ranges that
includes Digital Cameras, DSLRs, Lenses and Camera Accessories. The managers of Jessop
Group are highly encouraged for developing competitive advantages through enlarging end-
users with specialised quality. It also focuses on the transformation for demand in taste and
preference of customers by manufacturing colourful printed images.
 Pricing strategy:- The managers of Jessops aims to reduce cost of their products through
minimising their waste with effective utilisation of scarce resources whereas Ritz Camera and
Image emphasize on restricting price through adoption of varied technology which diminish
labour cost.

TASK 2
P2. Examine the internal and external drivers of change which affects leadership, team and individual
behaviours within business
Drivers of change:- The driver consists of both internal and external change that emphasize
organisation to implement transformation in their business activities (Cornuault, 2017). It is
considered as research-based publication which is developed by Arup that leads to expand leading
factors to sustain in upcoming years. Managers of Jessops Group Limited concentrate on these drivers
of change for vibrant, visual record of research and tool for developing business strategy,
brainstorming and education. These are further classified with reference to managers of Jessops is as
follows:-
Internal drivers:- This driver is considered as the change that happens inside business which
includes factors such as labour capabilities, finance, resources, structure and technology. The internal
drivers of change affect leadership; team and individual behaviour within an organisation by
analysing the continuous change in demands of customers that decrease the morale of workers for
giving their best efforts. Managers of Jessops Groups Limited implement this to update their activities
in order to meet the requirements of customers by supplying them qualitative goods and services. The
internal drivers adopted by managers of Jessops Group Limited are explained by implementing
SWOT Analysis as follows:-
SWOT Analysis:- It is a strategic planning technique which is implemented by organisation
to recognise their internal strategies through identifying strength to control weakness. This increase
competitive advantages that leads to compete with rivalries for sustaining in perfect competition
market (Foale, 2014). It is the short form of strength, weakness, opportunities and threats. Jessops
Group Limited implements this to analyse and compare their strategies from rivalries. It is further
mentioned below:-
 Strength (S):- The Jessops Groups Limited is advantageous as they have
presentational skills which create opportunity to print colourful image with good
quality to enlarge their customers. The company have strength to communicate with
their target market effectively through analysing and understanding their views with
confidence to give reviews. It is most important for managers of Jessop Group to
build employee association for being passionate with the changing demands of
customers for encouraging workers that its mot tough which requires only few
moment to over go through it.
 Weakness (W):- The Jessops Groups Limited is adversely impacted for not able to
achieve their desired target which results in demotivation of their managers and

leaders. The Jessops Groups Limited lacks in driving change for their organisational
structure which consist lot of time they Daly in accomplishment of goals and
objectives. The Company lacks in motivating employees as people are highly
demoralised with the continuous drive in their demands that affects company stability
which results in delay of goal accomplishment.
 Opportunities (O):- The Jessops Groups Limited is highly favourable as they focus on
building customer relationships by connecting buyers with their brands through adding value
to their relation. The company also provide the various facilities of supplying their products
through online and offline stores which result in increasing brand awareness among buyers
that enhance market share. The main purpose for company is to improve its qualitative
services at low cost and further aims to increase the satisfaction level of customers through
delivering them superior and colourful photographs.
 Threats (T):- The Jessops Groups Limited is unfavourably affected as the change in
economic factor of foreign exchange rate which decrease money value in inflation that
influence target market to save their disposable income which decrease demand (Garnero,
2015). The company is negatively impacted as nowadays the updated technology has
provided the facility of camera in their mobile phone which gives colourful image in gallery
that reduce the need, desire and wants of customers. The Company majorly face challenge
with less disposable income of customers at fluctuation in foreign exchange rate which results
at inflation and increasing monetary terms. This affects the buying behaviour of customers
through postponing their desires for future period which results in decrease of sales and
profitability ratios.
From the above discussed internal driver of SWOT Analysis it have been concluded that
Jessops Group Limited is adversely impacted by their organisational change as they challenges
weakness and threats. The weakness of company is that change in organisation impacts the efficiency
of workers to perform their actions in different manner. The threats describes that Jessops Company is
negatively impacted by the continuous adoption of new technology which result in delay for
achievement of success. The Ritz Camera and Image are highly capable in attempting their actions
towards the change as being taking precautionary steps which results in less time consumptions in
adopting change. The company is also beneficial in updating their technologies by maintaining good
relation with international markets to sustain in global market.
External drivers:- This refers as child globalisation, institutional constraints, technological
innovation, advancement in education, hyper competition, changes in demography, etc., which affects
business activities either positively or negatively. It is most important for company to analyse the
changing impact of external business environment over operational activity that affects decision

making procedure and planning of organisation. The external drivers of change affects leadership as
it is difficult for team player to plan their strategies continuously with elaborating and delegating roles
and responsibilities with the changing environment. The managers of Jessops Groups Limited
implements change in their performance of organisation for modernising activities in globalisation
that leads to formation of new markets.
PEST Analysis:- It is a macro-environmental factor which analyse the key factors of external
environment that involves political, economical, sociological and technological factors. This factor is
used in environmental scanning component of strategic management that affects business either
favourably or unfavourably for remaining stable in global market. Managers of Jessops Groups
Limited implement this for examining the weakness and threats that might create high risk for
business and delay in accomplishment of goals and objectives (Kefali and Maameri, 2015). This is
further shown below as:-
 Political:- The political leaders of United Kingdom have the power to impose their rules and
regulations over company for guiding them to perform their actions with legal legislations.
This factor includes government policy, corruption, political stability or instability, labour and
environmental laws, etc. Managers of Jessops Groups Limited are unfavourably affected by
roles implemented by political leaders that adversely impact the manufacturers in planning
their strategic decision making procedure. It is also being controlled by contributing national
funds in local council of Waste Electric and Electronic Equipment (WEEE) for creating
opportunity to sustain in perfect competition market. The Company further emphasize on
identifying changing laws and regulations of political government which might affects its
stability. The leaders are adversely affected as they are bound to change their strategic
decision repeatedly which is very difficult for explaining to workers.
 Economical:- It is mostly based upon economic sector such as growth, foreign exchange rate,
unemployment rates, age and income disposable, etc. This directly or indirectly affect the
stability of retail industry for creating employment opportunities to develop customer
relationship management. Managers of Jessops Groups Limited are unfavourably affected by
this economic factor as they are bound to pay minimum wages to their workers and also
motivate them through tangible and intangible rewards (Kenned, 2019). The Company face
challenge with changing behaviour of customers in accordance with foreign exchange rate
that results for inflation and deflation. The managers of Jessop Groups are negatively
impacted with this as customers restricts their current buying behaviour for futuristic that
results in minimising revenue and low profit-margin.
 Social:- This is continually changes in taste and fashions constantly which refers to consider
popularity growth of social media such as Facebook, Whatsapp, Instagram, etc. It includes the
factor such as health consciousness, career attitudes, etc. Managers of Jessops Group Limited

focus on meeting the requirements of their customers through supplying standard and
qualitative prints to their buyers. It is positively affected by business for responding their
younger customers through multi-channel strategy for their supply chain management.
 Technological:- It is the variable which relates with existence, availability and development
of technology. This factor involves new technologies, automation, innovative ideas, etc.
Managers of Jessops Groups Limited are favourably affected as they mostly implement new
technologies such as DSLR cameras, colourful prints and images to attract large number of
customers. It is beneficial for producers improve effectiveness by specialisation that leads to
sustain in perfect competition market by achieving success (Knox, 2018). The Company is
positively impacted as the adoption of new technology for satisfying the needs of customer
results in ease for workers to perform their activities that minimise their high efforts with less
time consumption.
From the above discussed external driver of PESTLE Analysis it have been concluded that
Jessops Group Limited is adversely impacted by economic and technological factor as the foreign
exchange rate is mostly high that result in high expenditure of company. The company is not well
updated with the adoption of new innovative technologies that lacks in goal achievement efficiently.
The Ritz Camera and Image are beneficial in developing good relations with international market that
result in discount for expenditure and restriction in foreign exchange rates. The Ritz Company is also
advantageous in adopting various technological equipments required for photo shoot, image and
videos that result in attracting large number of customers for increasing its sales and profits.
P3. Analyse the measures which minimise negative impacts of change on organisational behaviour
Organisational Behaviour:- This is described as the study of both individual and group
performing its activity within an organisation. It examines the human behaviour working in business
atmosphere that determine the impact of job structure, performance, communication, motivation,
leadership, etc. Jessops Group Limited focuses on organisational behaviour to recognise the labour
capabilities and their task completion with eagerness at particular duration.
Bruke-Litwin Model:- It is a framework which demonstrates hierarchy factors within an
organisation that suggests change from external influences. Managers of Jessops Group Limited
implements this model which provides effective strategy to manage organisational change with its
twelve dimensions for minimising the negative impacts. It is further explained with reference to
managers of Jessops Groups Limited are as follows:-
 Mission and Strategy:- The Jessops Group limited can use this factor to represent any force
outside the organisation that affects its procedure in analysing consumer behaviour and
condition of market. It is essential for company as to plan their strategies and mission by

analysing and researching on change in taste and preference of their customers to fulfil their
requirements.
 Leadership:- Jessops Groups Limited focus on overall volume of output for business by
signifying various ways, turnover, productivity, customer satisfaction that result in
accomplishment of success with proper quality management (Mitrović, 2014). The company
focus on implementing various leadership styles as to encourage workers to perform their
actions with the motive to achieve individual and organisational goals. The leadership style
further result in changing as to meet the desired goal within particular duration.
 Organisational Culture:- The Jessops Group limited determines ethos, norms and values of
business in accordance with the ability to achieve vision, mission and objectives through their
competitive strategies. The company analyse organisational culture as to respect value, ethos,
beliefs and restrict in conflicts, jealousy, etc.
 Structure:- Jessops Groups Limited can use this to breakdown the hierarchy, departments
and reporting channels of organisation. It is most important for company as to change their
structure of business in order to ascertain their weakness and threats which are to be
controlled efficiently in order to sustain in global market.
 Systems:- The Jessops Group limited can use mechanisms to put them in proper place for
supporting employees to perform their actions with eagerness within legal systems by
motivating them through reward systems. The company focus on developing discipline
manner for its leaders and workers to follow the directions and instructions of managers by
restricting the possibility of errors.
 Management Practices:- Jessops Groups Limited can use this to analyse behaviours and
activities of managers which is mostly aligned to carry out overall strategy. The company
emphasize managers to focus on their management practices as to evaluate performance of
workers from their previous activity to present.
 Working Climate:- The Jessops Group limited provide good atmosphere for employees to
co-operate and co-ordinate among each other. The main aim is to develop mutual
relationships with colleagues for making them feel good and happy while discussing their
working climate (Mlengule, 2014).
 Tasks and skills:- Jessops Groups Limited focus on individual members with its task and
skills to complete its target through expertise. This is the ability of managers in analysing the
specific job with their skills and knowledge by linking right position to the right employee.
 Individual values and needs:- The Jessops Group limited relates with fulfilling demand and
expectation of employees by providing them remuneration, work-life balance, roles and
responsibilities. It focuses on improving quality through their works and aims to discover
needs with expansion of job enrichment.

 Motivational level:- Jessops Groups Limited can use this setting goals and inspiring and
stimulating employees. It further motivates workers through tangible and intangible rewards
such as bonus, degrees, certificates, etc.
 Individual and general performance:- The Jessops Group limited consider dimensions of
performance at both level of individual employees on departmental and organisational
functions. It mostly focuses on turnover, productivity, quality requirements, efficiency and
customer satisfaction (Sakson–Obada, 2014).
TASK 3
P4. Describe various barriers for change that influence leadership decision-making
It is necessary for an organisation to adopt change which creates the possibility for growth,
development and stability of business within perfect competition market. This also results in
accomplishment of success by meeting the requirements of potential customers through supplying
their qualitative finished goods and services. Managers of Jessops Groups Limited focus on
organisational changes as the alteration adopted by rivalries might create threat for business which
negatively impact for instability.
Force Field Analysis:- This model was developed by Kurt Lewin in 1951. It provides a
framework for analysing the factors that influence situation of organisation. Managers of Jessops
Groups Limited implement this technique to identify, discuss and document factors that support in
accomplishment of success with strategic decision making procedure. It is further categorised below
as:-
 Driven Forces:- It is the ability of managers to implement organisational change that result in
accomplishment of goals and objectives by maximising their revenue for ascertaining
profitability ratios. The driven force includes changes such as needs and wants of customers
which are to be fulfilled by supplying superior products (Sýkora, 2019). Managers of Jessops
Group Limited focus on this to examine the change in demand of their potential customers in
accordance with their taste and preference for colourful image and printing.
 Resisting Forces:- This is described as barriers of company that delay business in
accomplishment of goal and objectives have to be focused on implementing changes to
improve their quality which increase competitive strategies. Managers of Jessops Groups
Limited focus on adopting new technological equipments which enhance quality and result in
high market share.
From the above discussed Force Field Analysis, it has been concluded that Jessops Group
Limited implements the driven force as to identify the change in taste and preference of their

customers. It is essential for company as to analyse the future demand of its potential customers
which has to be fulfilled by changing technology and various pixels of image for attracting large
number of buyers to purchase it.
Some of the barriers that are challenged by managers of Jessops Groups Limited in
implementing organisational changes affects the decision-making process in planning that are shown
below as:-
 Lack in employee engagement:- The managers of Jessops Groups Limited are unfavourably
affected as they adopt changes which are not been able to convinced and shared to their
workers because there is lack in building relationships.
 Not able to achieve goal:- The Jessops Group Limited is negatively impacted as they have to
follow the long procedure to adopt organisational change in business that further lacks and
delay in accomplishment of organisational goals and objectives.
TASK 4
P5. Apply different leadership approaches for dealing with the change
There are different types of leadership approaches, through which some of them are
mentioned as under:-
System Leadership:- It is a set of skills and capacities that any individual or organisation
use to catalyse, enable and support the process of system-level change. Managers of Jessops Groups
Limited implement this approach of system leadership for developing and building employee relations
with collaboration, co-ordination and system insight to mobilize innovation and action across large
decentralised network (Teeple, 2019).
Situational Leadership:- The process of leadership being adopted by managers in various
drive of changes that affects the decision making procedures of directors and leaders. The main aim
for managers in this context is to determine the changes in their business administration and
emphasize on analysing the major prospect where the drive might be taken forward. Managers of
Jessop focus on developing changes by taking strict actions towards company goal that result in
accomplishment of victory.
Contingency Leadership:- This approach of leadership is generally termed as collection of
both leadership approaches that consists of situational and system leadership. The managers and

leaders use to adopt this concept when undergoing their business activities within systematic manner
and sudden change in demand of customers leads to adopt situational approach. The Company
emphasize on this for taking necessary steps in analysing the modifications that has to be
implemented in some parts of business activity.
Lewin’s Change Model:- This model was introduced by Kurt Lewin that involves three
stages such as unfreezing, change and refreezing. It is the procedure of change which focus on
perception of change is needed for moving towards new, desired level of behaviour and finally,
solidifying as norm. Managers of Jessops Groups Limited implement this model as to build team
trajectories with excellent method of mentality change among employees and creating awareness for
the advantage of change adopted in business.
 Unfreeze:- It is well known as individual naturally resist change which refers as the
procedure and strategies. This is the ability of managers to analyse and examine business
activities performed by employees to determine actual area by forecasting the decision
through analysing the activities that where the changes are required to be adopted. Managers
of Jessops Groups Limited focus on this stage as to accomplish target by adopting alteration
that result in improving efficiency.
 Change:- This level demonstrate the changes implemented by mangers that creates
opportunity for organisation to sustain in global market. Managers of Jessops Groups Limited
undergo with various changes in business activities through transforming leadership styles,
time consumption, providing training and development, etc. It focus on involvement of social
media through digital marketing procedure by booking and supplying orders electronically.
 Refreeze:- It is the last stage of model that explains changes implemented in business
activities leads to achieve success efficiently by meeting the requirement of potential
customers. Managers of Jessops Groups Limited focus on restructuring their employees in
accordance with specialisation to achieve success. It increases the possibility of organisation
for remaining stable in global market through accomplishing goals and objectives within
particular duration.
From the above discussed theories of leadership styles it have been concluded that Jessops
Group Limited must adopt Lewin’s Change Model. It is essential for company as to analyse that
where the organisational change is required and how it has to be implemented by encouraging
workers to perform their high level of efforts. This develops opportunity for growth and stability of
business to sustain in global market by increasing its competitive strategies to compete with its
rivalries.

CONCLUSION
From the above discussion it have been concluded that organisation culture plays major role
in understanding the leadership style in accordance with the situation in organisational contexts. It is
mostly defined as the philosophies, ideologies, values, assumptions, beliefs, expectations, attitudes
and norms that knit an organisation. The main purpose of organisation culture is to implement
changes in business that influence to upgrade their activities for generating modified products and
services to meet the requirement of customers. It further creates opportunity for growth and stability
of business to sustain in perfect competition market. This project differentiates between two
organisations that impacts change in vision, mission, strategy and structure. It further examines the
internal drivers through SWOT Analysis and external drivers by PESTLE Analysis that affects
leadership, team and individual behaviours within business. This also analyse the corrective measures
for minimising the negative impacts of modification on organisational behaviour with application of
Bruke –Litwin model. Apartly, it describes various barriers of change that influence leadership
decision-making through system approach and Lewin’s Change model.
RECOMMENDATIONS
From the above prescribed project report it has been analysed that it is necessary to
understand the changes in leadership style in accordance with situation of an organisation. This
creates opportunity for growth and stability of business to sustain in global market by competing with
its rivalries through their competitive strategies. It improves internal strength to control weakness and
external opportunities to overcome threats that result in accomplishment of organisation goals and
objectives. It is recommended for the managers of Jessops Group Limited to expand their business in
various countries with their photography equipments and modernise the prints of image in colourful
layout as well as with good quality. The managers of Jessops are also suggested to promote and
position their brand to potential customers that result in maximisation of revenue and profitability
ratios. It is necessary for an organisation to adopt transformation in their organisational culture and
leadership style that influence managers to determine the change in taste and preference of their end-
users.

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