Analysis of Leadership Styles and Culture at Tony’s Chocolonely

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ESSAY
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EXECUTIVE SUMMARY
The below report is prepared about Tony’s Chocolonely and produces chocolate bars and it is
located in Amsterdam, Netherlands. This report explores various types of leadership and
culture that can be applied to the organization for its efficient working and increase the
productivity of the employees. The different leadership styles that will be covered in this report
are autocratic, bureaucratic, and democratic and laissez faire leadership, transactional and
transformational leadership, embodies, Golemon, Adair leadership etc are studied in detail
(Northouse,2018).
The different types of cultural theories which will be studied in this report are Hofstede culture,
Trompenaars, iceberg model, culture shock (Venaik, 2015) etc. which can be applied in the
organization. After analysis and study of the various leadership styles and culture, a
recommendation will be given for Tony’s Chocolonely for the execution of leadership and
culture that will be favorable for the organization.
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Table of Contents
EXECUTIVE SUMMARY...................................................................................................................2
INTRODUCTION............................................................................................................................. 4
OVERVIEW OF GHANA AND NETHERLANDS CULTURE...................................................................5
GHANA....................................................................................................................................... 5
NETHERLANDS........................................................................................................................... 5
OVERVIEW OF TONY’S CHOCOLONELY..........................................................................................6
LEADERSHIP STYLES....................................................................................................................... 7
AUTOCRATIC, BUREAUCRATIC, DEMOCRATIC AND LAISSEZ-FAIRE............................................7
TRANSACTIONAL AND TRANSFORMATIONAL LEADERSHIP.......................................................8
EMBODIED LEADERSHIP.............................................................................................................8
ETHICAL LEADERSHIP.................................................................................................................8
AUTHENTIC LEADERSHIP............................................................................................................9
GLOBAL LEADERSHIP..................................................................................................................9
ADAIR, GOLEMAN, STAHL,.........................................................................................................9
MOTIVATION............................................................................................................................... 10
COMMUNICATION.......................................................................................................................10
CULTURE...................................................................................................................................... 11
HOFSTEDE CULTURE................................................................................................................ 11
TROMPENAARS........................................................................................................................12
HALL CULTURE......................................................................................................................... 13
CULTURE SHOCK...................................................................................................................... 14
ICEBERG MODEL...................................................................................................................... 14
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RECOMMENDATIONS.................................................................................................................. 16
CONCLUSION............................................................................................................................... 17
REFERENCES.................................................................................................................................18
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INTRODUCTION
The report is about Tony's Chocolonely which is in Amsterdam, Netherland. In the below report
the detailed overview of the company Tony’s Chocolonely is given followed with a detailed
overview of Ghana and Netherlands's culture is discussed how both the countries are different
in their own culture. This report consists of various culture and leadership styles which are to
be applied in Tony's Chocolonely. Various types of leadership and cultural theories are
discussed in detail. Which leadership style and cultural theory should be favourable is also
discussed in this report along with the recommendation which is given in detail so that the
productivity and deficiency of the employee can be increased and the production of chocolate
does not get hampered (Northouse, 2018).
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OVERVIEW OF GHANA AND NETHERLANDS CULTURE
GHANA
Ghana is a coastal country located on the west coast of Africa, has a population of about 18
million. The culture which prevails in Ghana is the Ghanaian culture and the national language
is English. Ghana comprises of a various group of communities that are Akan, Ewe, Ga-Adangbe,
Mole-Dagbani, Guana, and Gurma some are into agricultural activities and some are into
trading. Ghanaian people greet each other by shaking hands, giving gifts with right hands only
and they avoid direct eye contact for a longer period as there it is considered as impolite.
Ghana comprises of 40% Muslim and 60%of Christians (Encyclopedia Britannica, 2019).
NETHERLANDS
The Netherlands is located in the northeast part of Europe and the currency followed there is
Euro. Dutch is the national language the maximum of the population in Netherland are into
agriculture, trade and service industry. There are a majority of two religions that are of Roam
Catholics and Protestant. Dutch people greet with a simple handshake or a kiss on the cheeks if
they share a close bond. Dutch live on the schedules and they are very open and
straightforward. They welcome criticism in their speech and are very confident in adopting
foreign languages also. There is a culture to bring a gift if anyone is invited for a dinner or a
party into a Dutch family. Dutch people get offended if asked about money, they label it as
showing off (The Netherlands, 2019).
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OVERVIEW OF TONY’S CHOCOLONELY
Tony’S Chocolonely is a privately owned company registered and located in Amsterdam,
Netherland, founded in 2015 by Teun van de Keuken who was a Dutch producer in the industry
of television and radio and in 2017, only he launched his first novel (Tony’s Chocolonely, 2019)
Tony Chocolonely produces chocolates for which the cocoa is being imported from Ghana at
fair prices and combatting exploitation of the farmers and it strongly opposes slavery and child
labour in the factory. The main products of Tony’s Chocolonely are large bars, small bars, tiny
Tony’s, chocolate milk, chocolate Easter eggs, chocolate letters etc. The company produces
three new editions of chocolates between October to December and then it is added to its
permanent stock. The market value of Tony’s Choclonely has increased from 8% in 2015 to 19%
in 2018 which a huge increase in its revenue and profit making.
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LEADERSHIP STYLES
Leadership means to make a member of the group work under the control and supervision of
the leader (Northouse, 2018). The leader of an organization can use various styles of leadership
depending on the situation and the culture of the organization. There are various styles of
leadership which Tony Chocolonely discusses which are as follows:
AUTOCRATIC, BUREAUCRATIC, DEMOCRATIC AND LAISSEZ-FAIRE
 Autocratic Leadership: In this style of leadership the employee works under close
control and supervision and direction and order given by the leader. This type of
leadership does not welcome any creativity and suggestions rather the problems are to
be solved by the same monotonous approach which is set by the leader (Rao and Arora,
2018).
Tony’s chocolonely if follows this type of leadership then the creativity which is required
in the confectionary industry will not be possible.
 Beaurocratic Leadership: Beaurocratic leadership is a form of disciplined leadership, in
which rules and regulations are to be followed to perform the job. High accuracy and
safety are considered in the job done.
Tony’s Chocolonely if applies this type of leadership then the efficiency of the
employees will increase and the quality of work will increase with no error in the work
done (Rao and Arora, 2018).
 Democratic Leadership: This type of leadership welcomes the suggestion, ideas,
creativity and opinion of the subordinates and equal importance is given to the
subordinates The advantage of this type of leadership is that there are huge chances of
invention and innovation in the organization.
Tony’s Chocolonely applies this type of leadership the employee will be motivated to
work and will be proactive.
 Laissez-Faire: This is a French term which means let them do. In this type of leadership,
the leader arranges and disburses the material and help to the subordinates and the
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rest of the work is being carried out by the employees by themselves experienced and
self- motivated employees are required to carry out the work.
This type of leadership if applied to Tony’s Chocolonely, there is a huge chance of
employees getting deviated from their work (Terry, 2015).
TRANSACTIONAL AND TRANSFORMATIONAL LEADERSHIP
 Transactional Leadership: In this type of leadership the leader treats the employee
biasedly in respect to their work. If the employee deserves rewards then they are given
rewards for their work and if the employee deserves punishment then the leader
punishes the employee for the work done (Deichmann and Stam, 2015).
This type of leadership if applied in Tony’s Chocolonely then the efficiency of the work
done by the employee will be increased and control on the subtle level will be there on
the subordinates
 Transformational Leadership: This type of leadership is an essential one because the
leader identifies the change required in the working process and creating a vision for the
needed change and why it is important for the implementation of change.
EMBODIED LEADERSHIP
In this type of leadership, a leader is a person who brings the best of every employee working in
the organization. The leader motivates, gives positivity and make an employee connect to
his/her mind body and soul (Terry, 2015).
If this style of leadership is applied to Tony’s Chocolonely then the employees will be satisfied
and motivated to do work hard and they will be very much clear with their vision what they
actually want to achieve in life.
ETHICAL LEADERSHIP
Ethical leadership refers to the process of developing qualities like trust, loyalty, honesty,
fairness etc. among the subordinates. If this type of leadership is applied in Tony’s Chocolonely
then it will make its employees to be loyal, honest and charismatic and help in enhancing their
personalities. This will make employees to do their work with all their dedication and loyalty.
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AUTHENTIC LEADERSHIP
This type of leadership emphasis on creating an authenticity of the relationship with other
employees and towards one's work. The leader encourages the employees to be truthful and
authentic towards the work they perform, the leaders under this type of leadership are
generally motivated positive people who want their subordinates to do the work with full
authenticity (Terry, 2015).
If this type of leadership is applied in Tony’s Chocolonely then it will help in improving the
quality and authenticity of work done. An employee also gets a feeling of not doing any kind of
fraudulent activity.
GLOBAL LEADERSHIP
Under this type of leadership style, the leaders from all over the world get together and discuss
various experiences and knowledge with each other to make their respective organization more
efficient. This type of global leadership helps the leaders to enhance their knowledge and skills
which ultimately will be delivered to their subordinates which will increase the productivity and
efficiency of the employee (Rao and Arora, 2018).
ADAIR, GOLEMAN, STAHL,
 Adair Leadership: Under this leadership style there are three models which a leader has
to follow:
Achievement of the task: In this model the leader has to explain the task to the team
members, giving them the vision, goals, purpose, need and direction to the
subordinates. The leader arranges the meetings and planning are done and after the
achievement of the task feedback is given to the team member.
Managing the team: In this step, the leader controls the activities of the team members
encourages them to work efficiently and effectively towards the goal. They also resolve
every kind of problem-related to work and inter employee conflict.
The Individuals: In this step, the leader identifies the skills of an employee how much
capable an employee is of doing the work. , they train and develop the employees and
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motivate them to do the work and when they performed well the leaders praise and
give recognition to employees.
If this leadership style is applied in Tony’s Chocolonely then this will be very effective in
terms of the productivity of the employee and along with that, there will be control and
recognition of the work done by the employees.
 Goleman Leadership style: In this leadership style Goleman has given six types of
elements of a leader that are, vision, coaching, affiliative, democratic, commanding and
pacesetting. If this type of leadership applies in Toney's Chocolonely then it will make
everything simple and sorted for both the employees and the leaders (Rao and Arora,
2018
 Stahl Leadership: This is a situational leadership style which should be altered according
to the situation, circumstances and the subordinates. This type of leadership is applied
to Tony’s Chocolonely then it will help the company to be adaptable to different
situation and no changes and alteration will hamper the work of the employees.
MOTIVATION
Motivation is the key to retain the employees in the company, Tony’s Chocolonely should
motivates the employees by giving them incentives, promotion, appraisals, perks etc. this keeps
the employees motivated and productive. Other than monetary motivation employees can be
given awards and recognition in the company which gives a feeling of belongingness and
motivates to cross many milestones.
COMMUNICATION
Communication plays an important role in the operation of the company. A company like
Tony’s Chocolonely should consider this factor very keenly because miscommunication can lead
to many blunders in the company. Communication in the company should be very clear and
transparent with a proper flow without adding any rumors to it.
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CULTURE
HOFSTEDE CULTURE
This culture talks about the impact of the cultural values on the behaviour of the employees
and the development of the work culture of an organization. Hofstede culture works on the
following dimensions:
Figure 1: Hofstede culture of Ghana and neither land
(Source: Venaik,2015)
 Power distance: This dimension shows inequality between the powers people have. The
country having low power distance is where people accept that there is no parity in the
distribution of power. The country where there is low power distance means there is
parity in the distribution of the power (Venaik,2015).
 Individualism versus collectivism: This represents how the country is closely knitted.
Individualism talks about the fact that a person takes care of themselves only and the
family. On the other hand, collectivism talks about the fact that people take care of each
other and expect togetherness and loyalty.
 Masculinity versus Femininity: This shows to what extent society is male-oriented or
female oriented in terms of working and development of the country.
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