Leadership Evaluation Report: Amazon Leadership and Management Skills

This report provides a critical analysis and comparison of leadership and management theories in the context of Amazon, a multinational e-commerce company. It examines contingency, situational, transformational, and behavioral leadership theories, alongside bureaucratic, scientific, and behavioral management theories, noting Amazon's use of transformational leadership and scientific management. The report analyzes key performance indicators (KPIs) such as financial, customer, process, and people metrics, and their impact on Amazon's overall business performance. It highlights how KPIs and leadership approaches influence profitability, employee empowerment, and strategic alignment, ultimately contributing to Amazon's market position and performance. Desklib provides access to similar solved assignments and past papers for students.

CW1 Leadership evaluation report
Developing Leadership and
Management Skills

Table of Contents
Introduction:.....................................................................................................................................3
MAIN BODY...................................................................................................................................4
Explaining about the management as well as leadership theories and comparing to the current
practises of amazon company:....................................................................................................4
Analysing the Key Performance Metrics in order to analyse the performance level of business:
.....................................................................................................................................................6
Explaining about the impact of organisational leadership and management performance on the
overall business performance of company:.................................................................................7
Conclusion:......................................................................................................................................9
References......................................................................................................................................10

Introduction:
The term leadership skills is defined as strengths as well as knowledge that support the
managers to guide the activities of staff members in order to attain organisational objectives in
effective manner. It is crucial for the leaders to possess leadership skills needed to empower and
motivate the employees to become best performers. Whereas, the management skills is referred
as certain qualities or skills that manager possess with the purpose of achieving set objectives in
the most effective as well as efficient manner. In relation to this, the management skills are
important for every company in order to attain targets through coordinated efforts of each and
every employees. For this report, the Amazon company is taken into consideration. The company
is the multi-national E- commerce company who sells large ranges of products through its well
designed official website. In addition to this, the organisation also focuses on providing other
services such as Cloud computing, Digital streaming, Entertainment, Self-driving cars,
Supermarket as well as Artificial Intelligence. The company is known as one of the world's most
valuable brands and also called one of the wealthiest company of the world. Moreover, the
company was founded by Jeff Bezos in the year 1994 and is headquartered in Seattle, USA. This
report will cover the critical analyses as well as comparison of the leadership and management
theories in context to the Amazon company. Apart from this, the report will also analyse the key
performance metrics in relation to its role of evaluating business performance. Moreover, this
report will also describe the impact of business performance metrics on management
performance as well as organisational leadership of the company.
MAIN BODY
Explaining about the management as well as leadership theories and comparing to the current
practises of amazon company:
Leadership theories:
The leadership skills and theory is important for the organisation with the purpose of
achieving long term goals as it supports the manager in improving performance level of
employees(Abdul Mutalib, Rafiki, and Wan Razali, 2022). In addition to this, it also assist the
company in gaining competitive advantage in its marketplace. In context to Amazon, the
leadership skills and its theories assist the company in driving motivational levels among staff

members in effective manner. It also aid the firm in ensuring positive working environment
where the workers are confident enough to engage in day to day decision making activities.
The following points depicts the leadership theories:
Contingency Theory:
The leaders who adopt this type of leadership theory apply flexible approach in adopting
with the changed variables in effective manner. The leader thinks that the style of leadership
must be restructured according to the changed situations in internal or external business
environment. This supports the manager to evaluate changed situations in proper manner and
make strategies considering these changes(Abson, 2021).
Situational Leadership theory:
In this leadership theory, the manager lays its importance on the situation variables of
business environment and does not value any style's of leadership to be more better than others.
In relation to this, the leader who acts while adopting situational theory thinks that different
situation needs different styles of leadership as well as decision making strategies. The leaders
makes strategies by evaluating the circumstances they are experiencing.
Transformational theory:
This type of leadership theory is also termed as Relationship theory as the leaders mainly
focus on building long term relationship with their staff members. This theory reflects the
inspirational qualities of manager which supports the workers in performing business tasks with
high confidence level. In this, the leader not only focus on improving team performance but also
responsible for motivating individual team members in order to enhance their productivity level.
Behavioural Theory:
In this theory, the importance changes from the skills of the leaders to their actions as
well as behaviour(Dahiya, 2022). This theory states that the managers does not any develop their
skills through trainings but most importantly the effective leadership skills are acquired from the
experience levels.
Leadership theory used in Amazon company:
The managers of Amazon company undertake use of Transformational leadership
theory which assists the organisation to build motivation levels in employees by giving them
equal opportunity to participate and present their views in decision making process. By using this

leader theory, the company was able to score high on the parameter of employee satisfaction
level.
Management theories:
The management models or theories are considered as the decisions formulated by top
level managers regarding building long term objectives, allocating resources, coordinating efforts
as well as make employee motivation strategies(Hamm, Pozuelo, and Brendel, 2021). In relation
to this, the management theories supports the company in describing the work of management. In
context to Amazon company, the theories of management supports the company in determining
long term goals and strategies after properly analysing the changing trends of the external
business environment.
Below mentioned points describes the theories related to the management:
Bureaucratic Theory:
This theory of management states that for achieving efficient and effective operations the
company needs to undertake formal mode of hierarchy system. In this, the business tasks are
delegated by following proper organised channels to the employees present in different
departments. This supports the company to make faster decisions by stating clear responsibilities
to each and every staff members. In addition to this, it also assists the organisation to deal with
any external threats in most effective manner.
Scientific management theory:
The other type of management theory includes the usage of scientific and mathematical
models with the purpose of reducing the future impact of business problems. In relation to this, it
can also assist the company in increasing the rate of efficiency in completing daily operations.
Moreover, the scientific management theory also aid the organisation in properly manage its
important business functions by forecasting, planning as well as coordinating all the business
processes relevant to company(Harris, Azorín, and Jones, 2021).
Behavioural management theory:
This particular theory lays focus on the process that all the activities of the management
must coordinate with the interest level of its employees. By making management related
decisions on the basis of this theory, it supports the company in boosting productivity level of
workers by delivering proper learning environment as well as special advantages. In relation to

this, it also support the company in fostering morale of employees by giving proper
consideration to their efforts. Moreover, this management theory also support the organisation in
increasing potential level of workers by giving them chance to participate in day to day decision
making process.
Management theory adopted by Amazon company:
The Amazon company follows Scientific Theory of management within its working
environment. This supports the company to promote harmony within company by focusing on
enhancing the efficiency rate of every employee. In relation to this, it also assists the
organisation in making more innovative productions by undertaking use of newer technologies in
effective manner(Jensen, 2021).
Analysing the Key Performance Metrics in order to analyse the performance level of business:
The Key performance indicators or metrics is used by many companies in order to
analyse its performance level in the present market place. In relation to this, the KPI also support
the organisation to know the effectiveness of its strategies in timely manner (Türkmendağ, and
Tuna, 2021). In context to amazon company, the use of KPI assists the company to effectively
evaluate its performance level by comparing the growth levels at the time of strategy
formulation. The following are some KPI's which assist the amazon company in analysing its
market position as well as also supports the company in knowing the demands and needs of
customer in most appropriate manner:
Financial Metrics:
This type of KPI supports the company to analyse its financial performance in
appropriate manner. In this, it helps the organisation to effectively analyse its gross and net profit
margins in order to understand the financial return. This also assists the company to manage its
costing strategy in best manner.
Customer Metrics:
This assists the company in knowing the satisfaction level of customers by gaining
insight about the marketing channels which can attract large number of customers for the best
prices(Knowles, 2021). In relation to this, the company can also measure satisfaction level of
customers by considering customer satisfaction scores or by knowing at which percentage
customers are repeating purchase.
Process Metrics:

This type of metrics support the company in evaluating the efficiency rate of its business
processes. The firm can analyse its internal operations by considering the percentage of product
within the operations.
People metrics:
This type of KPI supports the organisation to examine the culture of workplace, work
environment as well as employment packages by practising the Employee turnover rates. In
addition to this, the firm can also analyse satisfaction level of staff members by doing surveys.
This will help the firm to make strategies according to needs of customers(Lim, Brower, and
Berlan, 2021).
Explaining about the impact of organisational leadership and management performance on the
overall business performance of company:
The leadership as well as management performance activities influence the profitability
and performance level of the company. In context to amazon, the usage of Key performance
indicators positively supports the company to gain insights about in which area the firm is
lacking in order to attain the targets in the most effective manner. In addition to this, the usage of
KPI's also helps the organisation to close the learning gaps by properly recognising the skill
gaps of the staff members as well as providing immediate solutions to these problems. This
allows the company to support employees in reducing their skill gaps by providing training
sessions with an objective to make workers more efficient and productive in terms of their
performance level. Hence, setting the measurable KPI helps the amazon company to analyse the
performance level of employees and then provides effective training activities in order to give
chance to employees in unleashing their best abilities(Londoño-Proaño, 2021).
The other positive impact of KPI usage on the overall business of Amazon is that it
supports the organisation to empower its employees. The setting of clear KPI by the firm allows
it to motivate the workers in taking actions in the most appropriate manner. Moreover, the
positive KPI results makes employees more focused towards achieving long term goals in
effective manner. The employees also feels more motivated when they get suitable rewards as
well as recognition of their efforts. This situation directly supports the Amazon company to
increase its market position and customer base in proper manner. Furthermore, the practise of
KPI also allow the company in measuring the outcome as well as results of its business
activities. This provides an assistance for the organisation to track as well as control its business

strategies that are set in order to achieve long term objectives and goals. Hence, the usage of Key
performance indicators enables the company to know the loopholes of its strategy in timely
manner and supports the firm to correct it on the immediate basis(Mor Barak., Luria, and
Brimhall., 2021). This also assist the company to optimise its overall performance level in
market.
Apart from this, the transformational leadership theory adopted by its manager also
assist the company to gain better market performance as by utilising this approach it is able to
improve performance level of employees by giving them equal opportunity to engage decision
making process(Nauman, and et. al., 2021). Hence, transformational leadership theory positively
influenced its market position as becoming one of the most valuable company in the world.
Moreover, the Scientific management theory also help the company in improving its business
process related to supply chain process by identifying as well as adopting new technologies in
the marketplace. This supports the Amazon company to improve its competitive position in the
marketplace. Furthermore, its also allow the organisation in dealing with business challenges by
practising the effective scientific as well as mathematical analysis. It also positively improves the
efficiency of its day to day operational levels. Thus, the scientific management theory supports
the organisation to improve its overall business performance by optimising its daily business
processes(Rahim, 2021).
Conclusion:
From the above report, it has been analysed that leadership as well as leadership skills are
two different types of skills which supports the organisation in improving its overall business
performance in most effective manner. It was analysed that leadership skills helps the manager in
fostering motivational level of employees by improving their engagement level in the day to day
decision making activities. In relation to this, the leadership skills also allow managers in
improving performance level of workers by giving them proper training sessions. It has been
analysed that Transformational leadership skills supported the firm to establish positive relations
with their employees as well as also assisted managers in enhancing the confidence and
motivational level of employees. Moreover, it was also evaluated that Management skills allows
the organisation in better coordinating day to day business activities as well as also assists in
ensuring proper allocations of resources. This allow the organisation to improve confidence
levels of workers as they get right amount of resources at the right time. It was also discussed

that management skills helps the managers to make effective relationship with workers present in
all the departmental levels. In addition to this, it also fosters high quality connections by
considering and solving the issues faced by staff members. Moreover, it was also analysed that
the scientific management theory assists the company to gain competitive advantage in market
by focusing on investing in more efficient business processes. This allowed the firm in adopting
scientific measures for solving complex business problems. This report has also included the
relevant Key performance indicators which supported the organisation in managing and tracking
its current performance level with that of set standards. Apart from this, the report has also
analysed the impact of organisational leadership as well as management performance on the
overall business performance of the company.

References
Books and Journal:
Abdul Mutalib, M., Rafiki, A. and Wan Razali, W.M.F.A., 2022. Definition of Concepts and
Understanding of Leaders and Leadership. In Principles and Practice of Islamic
Leadership (pp. 17-31). Springer, Singapore.
Abson, E., 2021. The new wave of leadership studies.
Dahiya, R., 2022. Life satisfaction model of intention to contribute in sustainability: through the
lenses of servant leadership theory. International Journal of Innovation and Sustainable
Development, 16(1), pp.61-81.
Hamm, B., Pozuelo, L. and Brendel, R., 2021. General Hospital Agitation Management under
the Lens of Leadership Theory and Healthcare Team Best Practices Using
TeamSTEPPS. Journal of the Academy of Consultation-Liaison Psychiatry.
Harris, A., Azorín, C. and Jones, M., 2021. Network leadership: a new educational
imperative?. International Journal of Leadership in Education, pp.1-17.
Jensen, R., 2021. Complexity Leadership Theory: A Conceptual Model for Christian Higher
Education. Journal of Leadership, Accountability & Ethics, 18(1).
Knowles, S., 2021. Coaching for Leadership Development. In Positive Psychology
Coaching (pp. 239-257). Springer, Cham.
Lim, S., Brower, R.S. and Berlan, D.G., 2021. Interpretive leadership skill in meaning‐making
by nonprofit leaders. Nonprofit Management and Leadership, 32(2), pp.307-328.
Londoño-Proaño, C., 2021, July. Leadership in the Media Industry: Theoretical Approach.
In International Conference on Applied Human Factors and Ergonomics (pp. 299-304).
Springer, Cham.
Mor Barak, M.E., Luria, G. and Brimhall, K.C., 2021. What leaders say versus what they do:
Inclusive leadership, policy-practice decoupling, and the anomaly of climate for
inclusion. Group & Organization Management, p.10596011211005916.
Nauman, S., and et. al., 2021. How Servant Leadership Drives Project Team Performance
Through Collaborative Culture and Knowledge Sharing. Project Management Journal,
p.87569728211037777.
Rahim, A.M., 2021. Studying the method of leadership according to the theory of a great man
and its relation to the quality of decision making for the Scout leaders in Sulaymaniyah
governorate. Journal of studies and researches of sport education, (69).
Türkmendağ, Z. and Tuna, M., 2021. Empowering leadership and knowledge management: the
mediating role of followers' technology use. Journal of Organizational Change
Management.