Effectiveness of Autocratic Leadership: Amazon UK Case Study Report

This report presents a case study on autocratic leadership and management style, focusing on Amazon UK. The research investigates the effectiveness of this leadership style through primary research methods, including interviews and questionnaires. The study explores employee understanding of autocratic leadership, its perceived advantages and disadvantages, and its impact on innovation and organizational growth. Data analysis reveals insights into employee perceptions regarding decision-making, accountability, and the suitability of autocratic versus alternative leadership styles like laissez-faire and participative approaches within the context of Amazon UK. The findings highlight varying employee perspectives on the benefits and drawbacks of autocratic leadership, particularly concerning its impact on creativity, innovation, and overall organizational functioning. The report concludes by assessing the appropriateness of different leadership styles for a large, innovation-driven business environment like Amazon UK.

Academic Skills

Table of Contents
INTRODUCTION...........................................................................................................................3
Research Methodology....................................................................................................................4
Data Collection and Analysis..........................................................................................................5
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

Topic:
Autocratic Leadership and management Style. A case study of Amazon UK.
INTRODUCTION
Autocratic leadership and management style is one in which individual control all
decisions regarding different activities of the organisation and while making little or no input
from others. Autocratic leadership and management style is one in which all decisions by leaders
and managers are taken on the basis of beliefs and values of leader and managers and knowledge
and understanding of others in organisation remains unused (Dyczkowska,and Dyczkowski
2018). Autocratic leadership and management also have certain benefits, however it depends on
organisation and its nature. This research is based on Amazon UK, it is a part of Amazon,
American multinational technology company. It is based in Seattle, Washington, UK and was
founded in 1994 by Jeff Bezos. Company operates worldwide and offers products including
Echo, Fire Tablet, Fire TV, Fire OS, and Kindle. Along with this, Amazon also offers services
including Amazon.com, Amazon Alexa, Amazon Appstore,
Aim:
To investigate effectiveness of autocratic leadership and management style. A case study
of Amazon UK.
Objectives:
 To identify understanding of autocratic management and leadership style
 To identify advantages and disadvantages of autocratic management and leadership style
 To measure effectiveness of autocratic management and leadership style
Research Question:
 What is understanding of individuals about autocratic management and leadership style?
 What are advantages and disadvantages of autocratic management and leadership style?
 How effective is autocratic management and leadership style?
3

Research Methodology
Research method- Research method for this research is primary research method. In this
research method data is collected by the researcher from its original source. In other words, self-
conducted research by researcher is also known as primary research (Potter, 2018).
Research Approach- Research approaches that have been considered for this research includes
both qualitative and quantitative data. Quantitative research is one in which data is collected in
form of numbers and analysis is done through statistical analysis (Blackstone, 2018). Qualitative
data on the other hand involves collection and analysis of data in form of words and expression.
Data collection- Data collection is concerned with how data is collected and for this research
primary data will be collected. Primary data is data that is collected from main sources rather
than from books and journals that has been published or developed by someone else
(Mkandawire, 2019).
Research Instrument- Research instrument are those instrument that are used for the purpose of
collection of data. For this primary research, instruments to be used include Questionnaire and
Interview (de Ries and et.al., 2021).
Sampling- This involves determination of population or samples that represent overall
population. Sample for this research involves selection of employees from Amazon, UK. For the
purpose of interview 3 employees will be selected and for the purpose of questionnaire 10
employees will be considered (Etikan and Bala, 2017). Sampling method is simple random
sampling.
Data Analysis- Data analysis for this research will done in both qualitative and quantitative
ways. Qualitative method will be adopted for analysis of data gathered through interview and
quantitative analysis will be done for data collected questionnaire (Kamilaris, Kartakoullis and
Prenafeta-Boldú, 2017).
Ethical issues- Ethical issue considered for this research include voluntary participation,
informed consent, confidentiality, and anonymity (Artal and Rubenfeld, 2017).
4

Data Collection and Analysis
Interview Question
Q1. What do you understand about Autocratic leadership and management style?
Q2. As an employee what do you think about benefits of autocratic leadership and management style?
Q3. Do you consider any disadvantage of autocratic management and leadership style?
Q4. What is your opinion about impact of autocratic leadership on innovation and growth of
organisation?
Q5. In your opinion which style leadership and management is effective for Amazon UK?
Q1. What do you understand about Autocratic leadership and management style?
In answer to this question all the three respondents stressed on one thing that is
centralised decision making. This was one of the elements that all the three respondents were
aware and along with this they were also aware that it does not involve employees and their
opinion in decision making. Interview and responses of all respondents outline that they are well
aware with the concept of autocratic leadership and management style and how it is functioned.
Q2. As an employee what do you think about benefits of autocratic leadership and
management style?
Regarding this responses of the three respondents were different. 1 respondent had a view
that autocratic leadership is beneficial when employees have limited knowledge and
understanding and their Limited knowledge and understanding can impact quality of decision
being taken in organisation. This means that concern of the respondent was regarding knowledge
and skill of employees required to take decisions. Concerned with benefit of autocratic
leadership and management style another respondent responded that it is beneficial as in case of
failure of decision accountability and responsibilities remain with management. This is that in
decentralized decision making accountability and responsibility also comes with authority but in
autocratic leadership accountability and responsibility for failures can be avoided by employees.
Third respondent responded that benefit of autocratic leadership style mainly depends on
situation and in a situation where decision are to be taken in very less time. In a situation when
5

management cannot ask for input from employees and other members of organisation autocratic
leadership has advantage.
Q3. Do you consider any disadvantage of autocratic management and leadership style?
Respondent had different answers to this question and one of the element of answer that
was similar in all three respondents was that autocratic leadership and management style does
not give opportunity to employees to share their knowledge and skills.
Other than this disadvantage of autocratic management and leadership style as stated by
respondent was that it reduces capability of organisation to innovate. This is not only because
employees are required to do what top management and decision makers decide but also because
it lacks environment of encouragement and learning. One respondent states that autocratic
leadership create a system of dependence on top management and create lack of trust between
management and employees.
Q4. What is your opinion about impact of autocratic leadership on innovation and growth
of organisation?
This was one of the very important questions that were asked to respondent. According to
respondents autocratic leadership and management style mainly have negative impact on
innovation of organisation. As stated by respondent innovation is created by employees and their
creativity however autocratic leadership and management do not provide an environment where
creativity and skills of employees can Foster. This ultimately leads to negative impact on
organizations capability for innovation. Along with this employees are also not encouraged and
motivated by Management and Organisation culture so that they make effort for innovation.
Concerned with growth of organisation view of respondent was that it depends on
capability of Management and how effective decisions management can make for growth of
organisation. However, when growth is influenced by participation and involvement of
employees it is likely to negatively impact by autocratic leadership and management style.
Q5. In your opinion which style leadership and management is effective for Amazon UK?
6

This was aimed to understand viewpoints of respondent regarding suitable management
and leadership style for Amazon UK. In response to this question two of the employees had
similar opinion whereas one had different opinion about suitable and effective management and
leadership style.
According to two of the respondents among three, Laissez-faire leadership style is
effective for an organisation like Amazon UK. This is a leadership style in which leaders does
not make all decisions for organisation and allow staff and members of organisation to make
decisions related to the work. Justification of two of the respondents was that Amazon UK hires
highly competent and capable employees who are skilled and talented. Practicing laissez faire
leadership will enable organisation to utilise capability and skills of employees adequately.
One of the participant among three responded that participative leadership style is most
appropriate and effective for Amazon UK. Participative leadership is one in which leader make
decision but decision is based on Input and ideas collected from employees of the organisation.
Justification of participant for participated leadership was that it ensures that employees can have
a say in decision making in organisation whilst keeping ultimate authority of decision-making to
management.
Questionnaire
Q1. Are you aware of autocratic leadership and management concept?
 Yes
 No
 Somewhat aware
Q2. Do you think that in Amazon UK autocratic leadership and management style is practiced?
 Yes
 No
 Not sure
Q3. Are you aware of benefits of autocratic leadership and management style?
 Yes
 No
 Have little knowledge
Q4. Do you agree that autocratic leadership and management style have negative impact on creativity and
7

innovation of employees?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q5. What is your opinion about suitability and effectiveness of autocratic leadership and management
style in innovation driven business environment?
 Highly effective
 Effective
 Neutral
 Not effective
Q6. Do you think autocratic leadership is effective for a large organisation like Amazon UK?
 Highly effective
 Effective
 Neutral
 Not effective
Q7. Do you agree autocratic management and leadership style negatively affect organisational
functioning?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q8. Which style of leadership is appropriate according to you for an organisation like Amazon UK?
 Autocratic style
 Democratic style
 Laissez Faire style
Theme 1: Awareness of autocratic leadership and management
Q1. Are you aware of autocratic leadership Responses %
8

and management concept?
Yes 9 90%
No 0 0
Somewhat aware 1 10%
Total 10 100%
Interpretation: This question was about Awareness of individuals about autocratic leadership
and management style. Responses indicate that 9 out of 10 respondent are aware of autocratic
leadership and management tile where is one respondent is incompletely aware of concept. This
means that everyone knows about autocratic leadership and management style.
Theme 2: Autocratic leadership and management style at Amazon UK
Q2. Do you think that in Amazon UK
autocratic leadership and management
style is practiced?
Responses %
Yes 1 10%
No 6 60%
Not sure 3 30%
Total 10 100%
9

Interpretation: The question in survey was about weather autocratic leadership and
management style is practiced at Amazon UK. Among and respondent one respondent answered
yes and six respondents responded No and three respondents responded that they are not sure.
That majority of respondents consider that autocratic leadership and management style is not
practiced at Amazon UK.
Theme 3: Awareness of benefits of autocratic leadership and management style
Q3. Are you aware of benefits of autocratic
leadership and management style?
Responses %
Yes 8 80%
No 0 0
Not sure 2 20%
Total 10 100%
10

Interpretation: Above figure outlines that majority of respondents are aware of benefits of
autocratic leadership and management style. However 2 respondents responded that they are not
sure about benefits of autocratic leadership and management style. Among above responses no
respondent denied benefits of autocratic leadership and management style for organisation.
Theme 4: Negative impact of autocratic leadership and management style on creativity and
innovation of employees
Q4. Do you agree that autocratic leadership
and management style have negative
impact on creativity and innovation of
employees?
Responses %
Strongly agree 0 0
Agree 6 60%
Neutral 2 20%
Disagree 2 20%
Strongly disagree 0 0
Total 10 100%
11

Interpretation: This was aimed at identifying what are view of people regarding negative
impact of autocratic leadership and management style on creativity and innovation of employees.
In this6 respondents agreed that autocratic leadership and management style has negative impact
on creativity and innovation of employees. Two respondents were neutral which means that they
do not agree with thought neither did they disagree with it. To respondent in this also disagreed
with the statement about negative impact of autocratic leadership and management style on
creativity and innovation of employees.
Theme 5: Suitability and effectiveness of autocratic leadership and management style in
innovation driven business environment
Q5. What is your opinion about suitability
and effectiveness of autocratic leadership
and management style in innovation driven
business environment?
Responses %
Highly effective 0 0
Effective 2 20%
Neutral 0 0
Not effective 8 80%
Total 10 100%
12