Impact of Leadership Effectiveness on Employees: The Case of Amazon

This report, prepared for a BSc Business Management course, investigates the impact of leadership effectiveness on Amazon employees. It begins with an introduction to Amazon's leadership, particularly focusing on Jeff Bezos' transformational leadership style and its influence on employee engagement and company success. The report explores the background of the research, including key publications and themes such as transformational leadership, leader-member exchange theory, and the measurement of leadership effectiveness. It then presents the research hypothesis, aims, objectives, and questions, followed by a justification and contextualization of the study. The methodology section details the research paradigm, approach, data collection and analysis methods, sample size, target populations, equipment, ethical considerations, and limitations. The data analysis, findings, and discussion sections analyze the impact of leadership on employee motivation, satisfaction, and performance, highlighting both positive and negative impacts. Finally, the report provides recommendations and a conclusion summarizing the key findings and their implications for Amazon's leadership practices. The report utilizes various sources to support its analysis and provides a detailed overview of the research process and findings.

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IMPACT OF LEADERSHIP EFFECTIVENESS ON EMPLOYEES FOR THE
COMPANY AMAZON
Table of Contents
1. Introduction.....................................................................................................................4
2. Background of the Research........................................................................................5
2.1 Key publications and themes.....................................................................................6
Effective Leadership......................................................................................................................6
Transformational theory...............................................................................................................7
Leader-member exchange theory...............................................................................................7
Measuring leadership effectiveness...........................................................................................8
Leadership at Amazon..................................................................................................................8
Autonomic powers of the employees at Amazon....................................................................9
Customers before competitors...................................................................................................9
Giving the employees a vision....................................................................................................9
2.2 Research hypothesis.................................................................................................13
Hypothesis1 (H1):........................................................................................................................13
Hypothesis 2 (H0):.......................................................................................................................13
2.3 Research aim...............................................................................................................13
2.4 Research objectives...................................................................................................13
2.5 Research questions....................................................................................................14
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3. Justification and contextualization............................................................................15
4. Methodology..................................................................................................................17
4.1 Research paradigm...............................................................................................................17
4.2 Methodological approach....................................................................................................17
4.3 Data Collection methods......................................................................................................17
4.4 Data Analysis method...........................................................................................................17
4.5 Data Analysis..........................................................................................................................18
4.6 Sample size.............................................................................................................................18
4.7 Target populations................................................................................................................18
4.8 Equipment...............................................................................................................................18
4.9 Ethical consideration and access.......................................................................................19
4.10 Research limitations...........................................................................................................19
DATA ANALYSIS.....................................................................................................................20
FINDINGS AND DISCUSSION...................................................................................................36
RECOMMENDATION..............................................................................................................37
CONCLUSION....................................................................................................................38
Bibliography.......................................................................................................................39
Appendices........................................................................................................................43
Appendix 1: The interview questions.......................................................................................43
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1. Introduction
The leadership quality of the leaders of a company has a direct impact on the work
behaviour of the employees that includes creativity, self-efficacy, coping up with stress
and motivation of the various employees (Buil et al., 2019). The company, Amazon,
follows a transformational leadership which involves the powerful vision of a leader or
the CEO, like Jeff Bezos, that has resulted in the unimaginable success of the
company. This kind of leadership involves a committed and symbiotic relationship
between the followers and the leaders. The most important asset of a company is its
human capital, and it is responsible for shaping up the vision of the leaders.
Human capital or the employees of a company can optimise and control the usage of
the various other resources efficiently and effectively. The company, Amazon, follows a
transformational leadership which involves the powerful vision of a leader or the CEO,
like Jeff Bezos, that has resulted in the unimaginable success of the company
(Amazon.co.uk. 2020). Employee engagement is the most important aspect of the CEO
of Amazon. Since the inception of the company in 1994, Bezos has been running the
organisation more as a transformative force that is completely based on values and
ideas rather than just a company selling services and goods.
Bezos wants his company to remain persistent in its ‘customer obsession’. The leader
drafts annual letters for the shareholders to preach his management practices and
philosophies. The values are entitled “Leadership Principles” to generate the unique
approach of the leader to run the company (Denning, 2019). Bereft of such motivating
leadership, the companies of Amazon too faced hard working conditions and led to bad
employee experience. This paper focuses on both the positive and the negative impact
of the leadership effectiveness on the employees of Amazon.
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2. Background of the Research
Amazon started in the year 1994 as just a bookseller and then expanded the various
sectors in the company and grew into a huge company with net revenue of $178 billion
in 2017 (Statista, 2020). The company is still expanding with the most recent acquisition
with Ring. The success of the company is mostly the credit of the leader Jeff Bezos and
his leadership ethics and qualities that have greatly inspired the employees.
Figure1: Net annual revenue of Amazon from 2004 to 2019
(Source: Statista, 2020)
But this leadership of Amazon has made the company run through major losses through
failed acquisitions, failed projects and lost the key employees consequently. Recently
Jeff Bezos and Amazon have faced criticism towards their ill-treatment of the
employees. It was reported that employees were working in unsafe and unsatisfactory
working conditions at the warehouses.
The criticism was seriously considered by the company and they have ensured
workplace support and safety for the employees. They implemented almost 150 process
changes, set up testing stations which would regularly sanitise the workplace and
increased the pay of the employees (Yohn, 2020). The leader of the company is an
open-minded person who considers the employees as important resources and
assumes risks and is innovative too.
In the year 2019, the company’s total global headcount exceeded 3/4th of 100000
people which was a benchmark for recruiting the employees in the US. With a total
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number of employees of 750,000, the 3rd quarter was finished by Amazon, a 22% jump
than the previous year and the count rose to 400,000 (Levy, 2019).
Figure 2: Employee growth of Amazon from 1995 to 2019
(Source: MCCRACKEN, 2019)
2.1 Key publications and themes
Effective Leadership
Effective leadership is the key analytical factor that decides the growth and
development of a company (Rosenthal et al., 2018). The impact of a leader on its
company is enormous and the entire company is dependable on the decisions of the
leader. A leader’s effectiveness could be well understood when not only the things are
going well and bringing success but also during threats faced by the company that
results ultimately into losses.
As opined by Patel (2017), the capability of the leader to bring back normalcy in the
company and neutralise the loss with profits determines the effectiveness of a leader. A
good leader possesses many good qualities such as delegation ability, gratitude, self-
awareness, communication, integrity, learning agility, influence and empathy. Two most
important leadership effectiveness theories are transformational theory and the leader-
member exchange theory (Boer et al., 2016).
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Figure 3: The Impressive growth of Amazon
(Source: Richter, 2020)
Transformational theory
In the words of Keskes et al., (2018), it is studied that this theory involves the role of a
leader who works with the various members of the team to identify changes, then
guiding the changes via inspiration by creating a common vision and incorporating
these changes for the betterment of the company. The company, Amazon, follows a
transformational leadership which involves the powerful vision of a leader or the CEO,
like Jeff Bezos, that has resulted in the unimaginable success of the company
(Rosenthal et al., 2018). A symbiotic relationship is being maintained between the
leader and the employees.
Leader-member exchange theory
Rosenthal et al., (2018), states that this theory lay stress on the relationship shared
between the employees and the managers of a team. As per this theory, the employees
as well as the managers have to go through three stages:
● Role-taking
● Routinization
● Role-making
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The leader of Amazon gives autonomic decision-making power to its employees to
make them feel motivated and inspired (Megheirkouni, 2017). They make up the roles,
take roles and also routinise the working schedule of operations.
Measuring leadership effectiveness
Most of the times, it becomes a bit difficult to assess the effectiveness of a leader for
many companies. This takes place mostly because of the organisational politics, not
based on standards and the factors that define the standard of a leader are either poorly
defined or undefined (Zeb et al., 2018). Effectiveness of leadership can be measured
via three parameters:
● Execution culture: this defines the motivating and inspiring ideas that are
showcased by the leader and determine whether the leader has a positive
attitude towards the employees and also uplift the team spirit in achieving the
specific targets and goals.
● Core values: this defines whether the leader has values of commitment,
teamwork, excellence and integrity (Megheirkouni, 2017). The attitude of the
leader is portrayed in achieving the desired results from the employees for the
company.
● Employee engagement: the best way to judge the effectiveness of a leader is
through the employees; how satisfied the employees are with their leader or how
motivated or inspired the employees to feel under the presence of their leader.
Also, the performance of the employees will be credited to the leader, be it good
or bad (Madanchian et al., 2017).
Leadership at Amazon
The CEO of Amazon, Jeff Bezos, has a unique way of addressing the employees. The
leader prefers to write annual letters addressing the varied employees of the company.
From these letters, the various leadership lessons of Amazon could be well understood.
Bezos believes in experimentation and often experimentation leads to failures
(Dudovskiy, 2020). But some of these experiments too can yield a lot of success which
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will overlook the failures. This thought of the leader greatly motivates the employees
mentally and they are given the freedom of taking chances.
Autonomic powers of the employees at Amazon
Amazon provides its employees with autonomic powers, thus giving them the entire
control over the projects. The leader of the company puts faith in the employees and
gives them the freedom to make decisions that would yield maximum success. The
employees are free to make ‘Type 2 decisions’, which can be reversed by the
company if the employee’s ideas fail (Mullaney, 2017). Bezos believes that invention
and failure are like twins. To invent something, one has to fail. But one day this failure
will yield success. This ideology makes employees feel valued and important. According
to Mankin in the magazine Fast Company (2017) stated that an inspired employee at
work is almost more 125% productive than an engaged or satisfied employee.
Customers before competitors
In the article by Alqassimi and Upadhayay, (2018), the authors have claimed that Bezos
does not believe in the traditional techniques of marketing and rather prioritises the
customers than putting the focus on the competitors. This is why in every meeting, for
the customers, he keeps aside an empty chair.
Giving the employees a vision
Amazon has been successful in giving its employees a vision. According to Stone
(2013), in the book The Everything Store, the vision of Amazon is clearly stated that it
wants everything's store where people could find everything and anything at ease at
lower prices. This clears out any confusion about the aim of the employees as this
vision is only the aim of Amazon and thus makes the work simpler for the employees
(Rampton, 2018).
Theme:1 Role of leader
As per the views of Lee and et.al (2019), a leader plays an important role in
terms of leading, directing and guiding the employees towards the direction of the
achievement of the goal of the company. A leader will lead the workforce towards the
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direction of the company’s goal. As a leader has influencing skill so they influence the
employees and motivate them in such a manner that they will contribute to their
maximum in the attainment of the company’s goal.
In the same manner, McManus (2018) state that a leader also plays an important
role in terms of raising the level of employee’s satisfaction. As the leader along with
guiding, also motivate the employees by inculcating their personal goal with the
company’s goal. In the same manner a leader also inspires the employees so that they
can perform the difficult task with much simplicity and easiness. Along with this, a leader
also hears the views and feedbacks of the employees and accordingly take the action
and thereby raise the level of satisfaction among them. Leader through its skill make the
employees as a part of the company and thereby assist them to raise the level of
satisfaction among them.
Theme: 2 Impact of leadership qualities
Hensel and Visser (2018) said that there is a major and great impact of
leadership quality over the employees in terms of raising their performance and
satisfaction level. As a leader by using its leadership quality in the form of
communication or integrity may guide and lead the employees that they are the
important element of the company and thereby by enhancing realization among the
employees, leader motivate the employees. This means that through leadership
qualities, leader can enhance motivation and as a result of that performance standard
too.
Goodwin (2019) also illuminates that a leader by using its leadership qualities
help the employees or lead the employees to achieve success and growth. This means
that a leader by using the influencing skill will influence the employees towards the
importance of changes and the training need too. This way a leader will not only
benefits the company in terms of meeting the changes and the achievement of objective
but it will also assist the employees in terms of development.
In addition of this, Bartz, Bartz and Doctor (2017) also said that a leader through
the use of empathetic quality may raise the level of motivation and satisfaction among
the employees. This means that through the use of empathy a leader is always remain
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open to have a discussion with the employees. Likewise, this quality also guides the
leader to keep the confidential information. Through this quality employee’s will also feel
free to share their problems and issues with the leader and as a result of that they can
contribute more along with high level of motivation and satisfaction.
Theme: 3 Strategies of leadership
Krajcsák (2019) states that the leader by using its strategies in the form of
encouraging recognition can motive and encourage the employees of the company. As
when employees will be appreciated for their good moves then this will lead to
encouragement among them. As a result of that they start contributing more towards the
company. Recognition of the good moves of the employees by the leader will lead to the
creation of motivation among the employees. In the same way a leader by using the
strategy of speaking by heart will not only lead to creation of encouragement but it will
also lead to the creation of high employee’s base. This means that when a leader will
speak by heart and try to hear and merge the views of the employees towards the
decision making process then this will lead to creation of motivation among the
employees as well as it will furthermore attract other employees too.
Carroll (2021) also states that a leader by using the strategy of delegation and
empowerment, would lead to act in the direction of raising employee’s motivation and
build high morale. This means that when a leader will adopt the strategy of delegation
and empowerment then employees will feel encouraged and motivated and as a result
of that they work with more dedication and passion. This will not only benefit the
employees in terms of raising their morale and motivation but it will also lead the entire
organization towards the direction of success and goal accomplishment.
Theme: 4 Negative aspect of leadership
Holt, Hall and Gilley (2018) elucidates that although leadership and a good
leader would lead the company towards the direction of success but at the same time if
the leader is not good or has poor leadership skills and qualities then it would lead to
put an adverse impact over the company and its employees too. This means that if a
leader is a follower of authoritative leadership style then it would lead to creation of
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demotivation among the employees. This will make the employees frustrated and they
feel not happy while working in the company. as the employees will be demotivated and
not focussed then this will directly lead to non-accomplishment of the goal of the
company. As no company can work or achieve its goal without its human resources and
if they are not satisfied with the work then this would lead create a negative impact over
the organization.
Gandolfi and Stone (2018) said that it is very essential that a leader must be
honest and transparent. However, due to possessing of poor leadership qualities in the
form of dishonesty and non-transparency would lead to create distrust among the
employees. This means that the employees will start feeling that they are not a part of
the organization and its decision. Since honesty and transparency would act as a base
for the successful implementation of leadership and if both these qualities and aspects
are not present in a leader then it would severely impact the entire organization in terms
of declining performance with the context of decreasing performance of the employees.
Theme: 5 Qualities of leader with the context of employees
Zhang and Xie (2017) said that although it is the duty of the leader to establish
controlling over the employees. However, too much and excessive controlling and
interfering in the work of the employees would lead to creation and production of
negative outcome. This means that excessive interference and controlling over the
employees by the leader would lead to the creation of high pressure condition in the
workplace. As a result of such condition the employees would become cautious and this
will again directly affect their performance.
Raziq and et.al., (2018) also states that too much guidance and leading the
direction would also bring negative impact over the employees and thereby towards the
company too. This means that when a leader will also adopt the practice of excessive
guidance then employees will start depending upon their leader. As a result of that the
concept of initiative and innovativeness would never come into the company that will
again affect the company and its employees too.
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2.2 Research hypothesis
Hypothesis1 (H1):
The leader of Amazon has become quite an inspiration for the employees of the
company and has been motivating the employees based on the leader’s management
practices and philosophies.
Hypothesis 2 (H0):
At times, the motivating words of the leader of the Company, Amazon, becomes
burdensome for the employees and the leader seems to take the employees for granted
that resulted in intolerable working conditions of the employees and extreme
disappointment on their part.
2.3 Research aim
This research aims to analyse the impact of the leadership on the employees of
Amazon and explore how effective were the measures taken by the leaders to enhance
the employee experience. The negative effects of leadership on the employees will also
be analysed in this paper.
2.4 Research objectives
● To analyse the role of a leader in employee satisfaction
● To understand the impact of leadership qualities on the employees of Amazon
● To find analyse the different kinds of strategies taken up by the leader of Amazon
to motivate their employees as well as create a huge base of employees.
● To measure the negative aspects of leadership effectiveness in Amazon
● To observe whether the qualities of the leader of the company exert unwanted
pressure on the employees that resulted in bad working conditions for the
employees.
●
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2.5 Research questions
● What is the importance of the presence of a leader to the employees of a
company?
● How effective are the values and ideals of a leader significant to the employees
of a company?
● What is the reaction of the employees of Amazon towards the leadership
qualities of its leader?
● What is the role of a leader in motivating the employees of Amazon?
● What are the different steps adopted by the leaders to inspire the employees and
create a good employee base?
● Does the leader of Amazon exhibit any negative qualities?
● How do the negative qualities of the leader of Amazon affect the working
conditions of the employees?
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3. Justification and contextualization
The importance of the research states the need for effective leadership. The
effectiveness of a leader will bring together a diverse group of people, help the people in
deciding a common objective and help the people in achieving those common and
purposeful goals. Leadership quality empowers and inspires the employees to bring out
the full potential and capability in them and harness these capabilities to set and
achieve their common goals.
This research will be helpful for various other leaders of different organisations around
the globe to take lessons from the leadership effectiveness of Amazon and how this
leadership has motivated and inspired the employees of the company and ultimately
helped the company in yielding great profits and revenues. This research will be also
quite helpful for employees working at other companies. The employees can learn the
various values and ideas exhibited by the CEO of Amazon and incorporate those
learnings into their techniques and principles of working and build oneself as a better
leader for the future.
This research paper will also work as a great source of literature for the management
students pursuing BBA or MBA courses. It will help them in understanding the role of a
leader in shaping the growth of a company and also the students will be able to
differentiate the leadership strategy of Bezos to that of other leaders of various
companies. This research brings out the behemoth success of Amazon in attaining and
creating a huge potential workforce under the leadership of the CEO Jeff Bezos.
This research will also support the existing literature on this topic and all them together
can be used as evidence to cite the impact of leadership effectiveness on the
employees of Amazon.
At present, Jeff Bezos and Amazon have faced criticism towards their mishandling and
ill-treatment of the employees. The employees reported that they were treated just like
the robots in the company (Guendelsberger,2019). The employees were working in
unsafe and unsatisfactory working conditions at the warehouses.
The criticism was seriously considered by the company and they have ensured
workplace support and safety for the employees. They implemented almost 150 process
changes, set up testing stations which would regularly sanitise the workplace and
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increased the pay of the employees. Amidst all these controversies related to the
company that directly affects and questions the leadership qualities of Bezos, it is the
right time for this study to be conducted.
Enough evidence will be available that would contradict the effectiveness of the leader
of the company. Also, it may happen that this study will help as evidence to prove that
even during hard times before, the leader of the company was able to dwindle the
threats and pull the company to huge levels of success in the near future.
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4. Methodology
4.1 Research paradigm
The research paradigms used for this study will be positivism and interpretivism.
Qualitative data analysis methods will be used for which interviews will be done among
two managers and one employee from the logistics department of Amazon. Positivism
paradigm involves the use of quantitative data analysis to go out and conduct
interviews.
Quantitative data analysis will be done for this research for which survey will be
conducted among the employees of Amazon. Interpretivism paradigm of research
involves the use of the quantitative model of data analysis.
4.2 Methodological approach
The methodological approach that will be used in this data analysis is the deductive
approach. This approach starts with a theory, then a hypothesis is being developed and
then these hypotheses are being tested based on various data collected. This research
too starts with the theory of leadership effectiveness, the hypothesis will be drawn from
that and then data will be collected to analyse the hypothesis.
4.3 Data Collection methods
The data will be collected with the help of two methods: interview and survey. Primary
data will be collected through a set of open-ended and closed-ended questionnaires.
4.4 Data Analysis method
Both quantitative and qualitative data analysis methods will be applied to measure the
effectiveness of leadership on employee satisfaction levels. In the quantitative data
collection method, a survey will be conducted with 8 close-ended questions and 2 open-
ended questions and in the qualitative data collection method, the interview will be
conducted with 3 open-ended questions. [Refer to Appendix- 1].
The survey would be done among the employees of Amazon and the interview would
be conducted among two managers and one employee from the logistics department.
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4.5 Data Analysis
The data analysis will be done based on the various responses from the respondents of
the survey as well as the interview. Their responses will be deeply analysed to
understand the role of a leader in a company like Amazon and hence chalk out the
importance of the leader. Through the responses, it will also be analysed whether the
leader is responsible enough to create motivation among its employees and single-
handedly pull off a great employee base and enhance the quality of employees as well.
4.6 Sample size
The sample size for the interview will be 50 respondents. These respondents will be
the employees of the Amazon company and are presently working in the company in
various departments and various branches across the globe. The sample size for the
interview will be 3 employees: one Outbound manager, one Inbound manager and one
employee from the logistics department. All the respondents will belong to the company,
Amazon so that it becomes easier for them to respond as well as for the researcher to
analyse the data with ease.
4.7 Target populations
The population targeted for this research is both the online and offline readers who are
interested in the case of Amazon in leadership effectiveness. Also, this study is meant
for the management students to learn the ideals of the leader of Amazon, for the
leaders and employees of other companies to learn the various values and ideas
exhibited by the CEO of Amazon and incorporate those learnings in their techniques
and principles of working and build oneself as a better leader for the future.
4.8 Equipment
Due to the pandemic situation all around, the entire data analysis process will be
conducted online. Several restrictions have been imposed because of the global
lockdown declared and so the entire process will be on various online platforms. The
Interview will be conducted over Google Meet by developing Google Forms. The
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respondents will be given a link and a code with which they will have to join the Google
meeting and attend the interview with the researcher. The survey will be conducted with
the help of Google forms. The Google forms will be circulated through the mail IDs of
the respondents. Each of the respondents has to fill up the google form within a
specified time limit and then mail it back to the address or the thread from which they
have received the google form.
4.9 Ethical consideration and access
As per the Data Protection, Act of 1998, UK, any personal information of the customer
or that of any person cannot be misused for other purposes without the consent of that
individual (Legislation.gov.uk, 2020). In case, if a company uses the personal data of an
individual without prior permission, it becomes a punishable offence. The researcher
ensures complete privacy of data of the respondents. The personal data of respondents
will neither be uploaded on any online site nor be circulated for commercial usage even
with or without the consent of the respondent. The researcher will also try to lower down
the digital footprint left behind the responder by deleting all the cookies from the
computer after the interview or survey. The responders will be given complete data
privacy and protection from the researcher.
4.10 Research limitations
The researcher will have to face a lot of limitations to conduct the data analysis for the
research. The pandemic will be the major restriction towards conducting the data
analysis for this research. The pandemic has given rise to lockdown which has greatly
restricted travelling from place to place. Hence the entire data collection method will
have to be done on an online basis through the use of Google Sheets and Google meet
meetings. Not everyone is comfortable with the online mode of interview or survey.
Hence it will be a challenging task to collect the data as the responders will have to be
made aware of how to use both the online platforms properly. Also due to lack of
enough secondary data, primary data will be collected.
there are some limitations that create restriction for the researchers to conduct research on
limited area, authority and time. the pandemic situation within the country is one of the major
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restriction toward conducting the data analysis for this research. this will create issue to collect
the data for the researchers because they will not able to collect effectively a data face to face.
The pandemic has given the rise of to the lockdown which is gently restricted travelling from one
place to another which means researcher will not able to travel for collecting the data from one
place to another place. It means that the researcher have to collect data through the digital media
tools so there will be some tools available on the Internet that can be used by the researcher like
Google sheets and Google meet meetings another video call methods can also be used by them.
Not every person is limited or comfortable with the online interview service so it will be
challenging for the researcher to collect data. another limitation that will be followed by the
researcher is that research will be done within the boundaries of United Kingdom which means
that information will be collected within the country not out of the nation.
DATA ANALYSIS
Statistics
doyouthingthatle
adershipinhighly
effectiveinyourfir
m
Haveyoueverfeltt
hatyourleaderha
stakenyouforgra
nted
takinggrantedim
pactonyourperfor
manceresultsind
emotivation
measuresaretak
enbyleadertoenh
anceemployeeex
perience
positiveeffectofm
easurestakenlea
deronyourperfor
mance
N Valid 50 50 50 50 50
Missing 0 0 0 0 0
Mean 1.5000 2.0600 1.3400 2.0400 1.9400
Std. Error of Mean .07143 .11574 .06767 .11051 .10463
Median 1.5000 2.0000 1.0000 2.0000 2.0000
Std. Deviation .50508 .81841 .47852 .78142 .73983
Statistics
leadersalwaysabletoinspir
eyoubymotivatingthem
typeofleadershippractices
areappliedbyleaderinAma
zon
positiveeffectofpracticesta
kenbyleaderinmotivatingst
aff
N Valid 50 50 50
Missing 0 0 0
Mean 1.8800 2.2800 1.5200
Std. Error of Mean .10932 .16173 .07137
Median 2.0000 2.0000 2.0000
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Std. Deviation .77301 1.14357 .50467
Frequency Table
doyouthingthatleadershipinhighlyeffectiveinyourfirm
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 25 50.0 50.0 50.0
2.00 25 50.0 50.0 100.0
Total 50 100.0 100.0
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Interpretation- from above graph it can be said analysed that out of 50 employees, 25
said yes that leadership is highly effective in Amazon. But 25 said that leadership is not
effective. It means that in company leadership style needs to be improved. The leader
need to inspire and motivate staff.
Haveyoueverfeltthatyourleaderhastakenyouforgranted
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 15 30.0 30.0 30.0
2.00 17 34.0 34.0 64.0
3.00 18 36.0 36.0 100.0
Total 50 100.0 100.0
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Interpretation- it can be evaluated that out of 50 staff, 18 said that yes that they felt
their leader has taken them for granted. 17 said no for it and 18 said sometimes. Hence,
it is stated that in Amazon staff feel that leader take them for granted. This results in
impacting on their performance.
Takinggrantedimpactonyourperformanceresultsindemotivation
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 33 66.0 66.0 66.0
2.00 17 34.0 34.0 100.0
Total 50 100.0 100.0
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Interpretation- by interpreting above chart it can be stated that out of 50 respondents,
33 said yes taking granted by leader impact on their performance and they feel
demotivated. But 17 said no for this. It means that staff feel demotivated when leader
take them for granted. It highly impact on their performance in negative way.
measuresaretakenbyleadertoenhanceemployeeexperience
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 14 28.0 28.0 28.0
2.00 20 40.0 40.0 68.0
3.00 16 32.0 32.0 100.0
Total 50 100.0 100.0
24 | P a g e

Interpretation- it can be stated from chart that 14 employees said that understand
employee need is measure taken by leader to enhance employee experience, 20 said
gaining trust and 16 said appreciate performance is measure taken. Hence, leaders in
Amazon focus on gaining trust of staff. With that they are able to improve employee
experience.
positiveeffectofmeasurestakenleaderonyourperformance
Frequency Percent Valid Percent Cumulative
Percent
Valid 1.00 15 30.0 30.0 30.0
25 | P a g e

2.00 23 46.0 46.0 76.0
3.00 12 24.0 24.0 100.0
Total 50 100.0 100.0
Interpretation- the graph shows that 15 said yes there is positive effect of measures
taken by leader on their performance. 23 said no and 13 said sometimes. Hence, it
clearly shows there is no positive effect of measures taken. The staff is not inspired with
measures taken by leader.
26 | P a g e

Leadersalwaysabletoinspireyoubymotivatingthem
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 18 36.0 36.0 36.0
2.00 20 40.0 40.0 76.0
3.00 12 24.0 24.0 100.0
Total 50 100.0 100.0
Interpretation- it can be analysed from graph that out of 50 samples, 18 said yes
leader are able to inspire and motivate them. 20 said no and 12 said sometimes. This
27 | P a g e

means that staff is not encouraged by leaders in Amazon. It might be due to ineffective
leadership style followed by them or there may be some other factors as well behind it.
typeofleadershippracticesareappliedbyleaderinAmazon
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 17 34.0 34.0 34.0
2.00 12 24.0 24.0 58.0
3.00 11 22.0 22.0 80.0
4.00 10 20.0 20.0 100.0
Total 50 100.0 100.0
28 | P a g e

Interpretation- By analyzing the table it can be evaluated that 17 staff said that leader
promote relationship in Amazon, 12 said that leader look for new talent in staff, 11 said
that they involve employees in decision making and 10 said that issues are quickly
solved by leader. Thus, these are all practices that is applied by leader in Amazon. They
highly focus on promoting relationship within company.
positiveeffectofpracticestakenbyleaderinmotivatingstaff
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 24 48.0 48.0 48.0
2.00 26 52.0 52.0 100.0
Total 50 100.0 100.0
29 | P a g e

Interpretation – it can be analysed from table that out of 50, 24 said yes there is
positive effect of practice taken by leader in motivating staff. However, 26 said no for
this. Therefore, it can be said that there is less positive effect of practices taken by
leader in encouraging staff. So, it requires leader to include or apply some other
practices as well.
Regression
Descriptive Statistics
Mean Std. Deviation N
takinggrantedimpactonyourp
erformanceresultsindemotivat
ion
1.3400 .47852 50
30 | P a g e

Haveyoueverfeltthatyourlead
erhastakenyouforgranted 2.0600 .81841 50
Correlations
takinggrantedim
pactonyourperfor
manceresultsind
emotivation
Haveyoueverfeltt
hatyourleaderha
stakenyouforgra
nted
Pearson Correlation
takinggrantedimpactonyourp
erformanceresultsindemotiva
tion
1.000 -.001
Haveyoueverfeltthatyourlead
erhastakenyouforgranted -.001 1.000
Sig. (1-tailed)
takinggrantedimpactonyourp
erformanceresultsindemotiva
tion
. .497
Haveyoueverfeltthatyourlead
erhastakenyouforgranted .497 .
N
takinggrantedimpactonyourp
erformanceresultsindemotiva
tion
50 50
Haveyoueverfeltthatyourlead
erhastakenyouforgranted 50 50
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
Change Statistics
R Square
Change
F Change df1
1 .001a .000 -.021 .48348 .000 .000 1
Model Summaryb
Model Change Statistics Durbin-Watson
df2 Sig. F Change
1 48a .994 .624
a. Predictors: (Constant), Haveyoueverfeltthatyourleaderhastakenyouforgranted
b. Dependent Variable: takinggrantedimpactonyourperformanceresultsindemotivation
31 | P a g e

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression .000 1 .000 .000 .994b
Residual 11.220 48 .234
Total 11.220 49
a. Dependent Variable: takinggrantedimpactonyourperformanceresultsindemotivation
b. Predictors: (Constant), Haveyoueverfeltthatyourleaderhastakenyouforgranted
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.341 .187 7.180 .000
Haveyoueverfeltthatyourlead
erhastakenyouforgranted -.001 .084 -.001 -.007 .994
a. Dependent Variable: takinggrantedimpactonyourperformanceresultsindemotivation
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 1.3394 1.3406 1.3400 .00050 50
Residual -.34065 .66057 .00000 .47852 50
Std. Predicted Value -1.149 1.295 .000 1.000 50
Std. Residual -.705 1.366 .000 .990 50
a. Dependent Variable: takinggrantedimpactonyourperformanceresultsindemotivation
Interpretation- From above table it can be found that significance value obtained is
P= .994 that is more than P= 0.05. so, it means null hypothesis is accepted. so, there is
32 | P a g e

relation between taking granted by leader and impact on employee performance. The
staff performance is impacted if leader takes them for granted. Moreover, it creates a
feeling of demotivation among them. They are not able to work in effective way and
achieve their goals.
Regression
Descriptive Statistics
Mean Std. Deviation N
positiveeffectofmeasurestake
nleaderonyourperformance 1.9400 .73983 50
measuresaretakenbyleaderto
enhanceemployeeexperience 2.0400 .78142 50
Correlations
positiveeffectofm
easurestakenlea
deronyourperfor
mance
measuresaretak
enbyleadertoenh
anceemployeeex
perience
Pearson Correlation
positiveeffectofmeasurestake
nleaderonyourperformance 1.000 .145
measuresaretakenbyleaderto
enhanceemployeeexperience .145 1.000
Sig. (1-tailed)
positiveeffectofmeasurestake
nleaderonyourperformance . .157
measuresaretakenbyleaderto
enhanceemployeeexperience .157 .
N
positiveeffectofmeasurestake
nleaderonyourperformance 50 50
measuresaretakenbyleaderto
enhanceemployeeexperience 50 50
Model Summaryb
Model R R Square Adjusted R Std. Error of the Change Statistics
33 | P a g e

Square Estimate R Square
Change
F Change df1
1 .145a .021 .001 .73955 .021 1.037 1
Model Summaryb
Model Change Statistics Durbin-Watson
df2 Sig. F Change
1 48a .314 2.458
a. Predictors: (Constant), measuresaretakenbyleadertoenhanceemployeeexperience
b. Dependent Variable: positiveeffectofmeasurestakenleaderonyourperformance
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression .567 1 .567 1.037 .314b
Residual 26.253 48 .547
Total 26.820 49
a. Dependent Variable: positiveeffectofmeasurestakenleaderonyourperformance
b. Predictors: (Constant), measuresaretakenbyleadertoenhanceemployeeexperience
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.659 .295 5.624 .000
measuresaretakenbyleaderto
enhanceemployeeexperienc
e
.138 .135 .145 1.018 .314
a. Dependent Variable: positiveeffectofmeasurestakenleaderonyourperformance
34 | P a g e

Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 1.7968 2.0722 1.9400 .10760 50
Residual -1.07219 1.20321 .00000 .73196 50
Std. Predicted Value -1.331 1.229 .000 1.000 50
Std. Residual -1.450 1.627 .000 .990 50
a. Dependent Variable: positiveeffectofmeasurestakenleaderonyourperformance
Interpretation- From above table it can be found that significance value obtained is
P= .314 that is more than P= 0.05. so, it means null hypothesis is accepted. so, there is
relation between measures taken by leader and there is positive effect of measures
taken on their performance. Thus, all measures taken by leader inspire staff to work
hard. It creates a sense of satisfaction among them. Furthermore, they try to put more
efforts in their work.
Regression
Descriptive Statistics
Mean Std. Deviation N
positiveeffectofpracticestaken
byleaderinmotivatingstaff 1.5200 .50467 50
typeofleadershippracticesare
appliedbyleaderinAmazon 2.2800 1.14357 50
Correlations
positiveeffectofpr
acticestakenbyle
aderinmotivating
staff
typeofleadership
practicesareappli
edbyleaderinAm
azon
Pearson Correlation
positiveeffectofpracticestake
nbyleaderinmotivatingstaff 1.000 -.081
typeofleadershippracticesare
appliedbyleaderinAmazon -.081 1.000
35 | P a g e

Sig. (1-tailed)
positiveeffectofpracticestake
nbyleaderinmotivatingstaff . .289
typeofleadershippracticesare
appliedbyleaderinAmazon .289 .
N
positiveeffectofpracticestake
nbyleaderinmotivatingstaff 50 50
typeofleadershippracticesare
appliedbyleaderinAmazon 50 50
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
Change Statistics
R Square
Change
F Change df1
1 .081a .007 -.014 .50824 .007 .314 1
Model Summaryb
Model Change Statistics Durbin-Watson
df2 Sig. F Change
1 48a .578 2.935
a. Predictors: (Constant), typeofleadershippracticesareappliedbyleaderinAmazon
b. Dependent Variable: positiveeffectofpracticestakenbyleaderinmotivatingstaff
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression .081 1 .081 .314 .578b
Residual 12.399 48 .258
Total 12.480 49
a. Dependent Variable: positiveeffectofpracticestakenbyleaderinmotivatingstaff
b. Predictors: (Constant), typeofleadershippracticesareappliedbyleaderinAmazon
Coefficientsa
36 | P a g e

Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.601 .162 9.907 .000
typeofleadershippracticesare
appliedbyleaderinAmazon -.036 .063 -.081 -.560 .578
a. Dependent Variable: positiveeffectofpracticestakenbyleaderinmotivatingstaff
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 1.4588 1.5655 1.5200 .04069 50
Residual -.56554 .54120 .00000 .50303 50
Std. Predicted Value -1.504 1.119 .000 1.000 50
Std. Residual -1.113 1.065 .000 .990 50
a. Dependent Variable: positiveeffectofpracticestakenbyleaderinmotivatingstaff
Interpretation- From above table it can be found that significance value obtained is
P= .578 that is more than P= 0.05. so, it means null hypothesis is accepted. so, there is
relation between type of practice taken by leader and its positive impact on motivating
staff. It means that whatever practice is taken by leader staff gets inspire from that. It
results in enhancing their performance and attaining goals in effective way.
FINDINGS AND DISCUSSION
By analysing the data, it can be found that in Amazon the leaders are not
applying relevant and effective practices. They are not able to inspire employees.
Moreover, sometimes leader takes staff for granted but this do not effect or hamper on
their performance. Furthermore, it has been stated that there is relation between type of
practice followed by leader with employee motivation. The use of practice impact on
staff motivation. Besides that, it is also evaluated that all measures taken by leader
37 | P a g e

inspire staff to work hard. It creates a sense of satisfaction among them. When leader
promote relationship then it led to gaining staff trust. Along with that, employees is also
involved in decision making. This helps in creating a positive work culture and also
inspiring staff to achieve their goals in effective way. Through this research all the
concept regarding the research process in the form of approaches, philosophies and
various other elements are being understood along with their role and importance. This
research is being supported by both the literature review and the primary data in the
form of interviews which could make their research more valid and adequate. This
research also raise the understand and the importance regarding the concept of
leadership that how an organization including Amazon by having a successful execution
of the concept raise the morale and motivation of their employees and ultimately lead
the entire company towards the goal accomplishment direction. It is necessary for the
Did I say measures of the Amazon company to motivate their employees by
implementing the new reward management techniques to make them more effective in
their work so they will be motivated and give their best to achieve objective for the
company. This report also has been identified that having good leader and leadership
can make the company successful within their business but it is necessary for them to
have a proper leadership style to lead the employees effectively within their work and
achieve success for the company.
RECOMMENDATION
 From the above research it is recommended that the imposition and
implementation of the concept of leadership is very essential for every
organization including Amazon too. However, it would be recommended that an
excessive control and guidance would also bring negative impact over the
company. This means that although leadership would assist the employees and
the company towards the direction of accomplishment of its goal but excessive
control and guidance would act as a barrier towards the direction of initiative and
innovation. Hence it is recommended that there would be an application of
leadership is important for the Amazon but it would be in adequate balance.
38 | P a g e

 As Amazon is a follower of pragmatist leadership style wherein high standards
related with the work are being set and it is being expected by the leader that
they meet those standards and their followers too. However, an adoption of such
style would lead to create an environment of pressure in the workplace, and as a
result the employees would feel demotivated and discouraged and their
performance at the same time would also affect. Thus, it is being recommended
that an adoption of the practice of democratic leadership style by the leader of
the Amazon would not only help it to raise the level of motivation of their
employees but it will also assist the company to be more efficient and productive.
As a democratic leadership style involves the consideration of the views of the
employees along with their involvement (Al Khajeh, 2018). An adoption of this
style is highly recommended to the Amazon so that it can hit its targets.
 Along with the implementation of democratic leadership style, it is also
recommended to Amazon that it should implement and adopt the autocratic
leadership too in order to meet the emergency situation. This means that instead
of distributing the power among various department or the level, concentration of
power only by the single individual and the leader would enable the company to
take fast decision (Chukwusa, 2018). This means that through the adoption of
this style Amazon can meet the emergency situation and take the fast decision.
 As the mission of the Amazon is to be the world’s best company with respect to
customize products so it is being recommended to Amazon that an adequate
adoption an implementation of the concept of leadership would enable the
company to meet its mission. This means that with the appropriate leadership
and leader the company can guide and lead its employees so that they can
perform their work towards the direction of the company’s mission and can
produce the best products for its customers. Thus, an adoption of the concept of
leadership along with a good leader is highly recommended to Amazon so that it
can lead and guide its employees in such a manner that along with company’s
objective the employee’s individual goal would also be achieved and their level of
satisfaction would also remain maintained.
39 | P a g e

CONCLUSION
From the above research it is concluded that leadership is one of the important
concept behind the success of the organization. Leadership is the act of directing the
employees and the followers in such a manner that their individual goal can be achieved
along with facing or heading their efforts towards the company’s goal. It is also
understood that as there are many form of leadership styles associated with the concept
but choosing and implementing the most appropriate would bring success towards the
organization. From this research it is also summarised that the success of the
leadership concept would only be possible if there would be a presence of essential
traits, skills and qualities among the leader. This means that in order to have a
successful implementation of the leadership concept there is a need of the good leader.
This report also explains that the use of quantitative data towards the research would
enable the research to be more specific and justified with respect to its objectives. This
means that using of quantitative research in the form of statistical analysis would make
the research more informative and justified. Likewise, a selection of primary and
secondary mode of data would make the research more authenticate as it includes both
the data of direct and indirect sources.
Through this research all the concept regarding the research process in the form
of approaches, philosophies and various other elements are being understood along
with their role and importance. This research is being supported by both the literature
review and the primary data in the form of interviews which could make their research
more valid and adequate. This research also raise the understand and the importance
regarding the concept of leadership that how an organization including Amazon by
having a successful execution of the concept raise the morale and motivation of their
employees and ultimately lead the entire company towards the goal accomplishment
direction. Along with that this research also raise the importance regarding the concept
of ethics that why it is important in the performance of the research. As the researcher
has complied all the ethical principles while conducting research so it would not be
wrong to said that the research along with justifying the importance of the concept of
leadership also clarify and evaluate various other terms too.
40 | P a g e

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Appendices
Appendix 1: The interview questions
Respondents Question no 1 Question no 2 Question no 3
Manager Outbound What is the
importance of a
leader for the
growth of a
company like
Amazon?
How far is the
Leader of Amazon
an effective leader
to motivate the
employees?
What are the
effective leadership
values exhibited by
Bezos and how far
are acceptable to
the employees?
Executive staff What is the
importance of a
leader for the
growth of a
company like
Amazon?
How far is the
Leader of Amazon
an effective leader
to motivate the
employees?
What are the
effective leadership
values exhibited by
Bezos and how far
are acceptable to
the employees?
Manager Inbound What is the
importance of a
leader for the
growth of a
company like
Amazon?
How far is the
Leader of Amazon
an effective leader
to motivate the
employees?
What are the
effective leadership
values exhibited by
Bezos and how far
are acceptable to
the employees?
Questionnaire
45 | P a g e

Q-1 do you thing that leadership in highly effective in your firm?
Yes
No
Q-2 Have you ever felt that your leader has taken you for granted/
Yes
No
Sometimes
Q-3 Does taking granted impact on your performance and results in demotivation?
Yes
No
Q-4 what measures are taken by leader to enhance employee experience?
Understand employee needs
Gain trust
Appreciate performance
Q-5 is there a positive effect of measures taken leader on your performance?
Yes
No
Sometimes
Q-6 are leaders always able to inspire you by motivating them?
Yes
No
Sometimes
Q-7 what type of leadership practices are applied by leader in Amazon?
46 | P a g e

Promote relationship
Looking for new talent
Involve in decision making
Quick solving of issue
Q-8 Is there a positive effect of practices taken by leader in motivating staff?
Yes
No
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