MBIS5014 Leading People in Digital Organisation Report 2 Sample
Assignment Brief
In this assessment, you will work individually. You need to research and identify three (3)effective and successful leaders of digital organisations (i.e. Google, Amazon, Facebook, eBay, Goodreads, Uber, etc.). After conducting thorough research on their leadership styles and individual traits, you need to make a comparative analysis and write a summary report.
In your analysis, try to differentiate their leadership styles and identify which traits helped them being effective and successful leaders. In your discussion include tools and techniques needed to analyse and solve typical and unusual problems faced by these leaders in digital organisations.
You are encouraged to attend a workshop on Referencing and Research Practice organised by the Academic Success Team (AST). You may also schedule a one-on-one workshop with the AST by emailing academicsuccess@aih.nsw.edu.au.
A single Microsoft Word document within 2500 words and written in size 12 Arial Font
• A minimum of eight scholarly journal articles must be used in your report
• You must submit your own work and use appropriate references in APA style where needed
Structure
• A title page with information on the student, course, and assignment
• A table of contents
• A table of figures/graphs/illustrations etc (if required)
• An Executive Summary concisely explaining the aims, objectives and content of the report between 250 – 300 words
• The introduction to the overall report
• Main body of the report detailing concepts and ideas. This will contain material summarised from the articles you have read related to your topic with proper in-text references. The discussion in the main body can be organized in sections and subsections.
• A conclusion to the overall report
• A full reference list in APA style.
Solution
Introduction
The current business environment is highly competitive, dynamic, and complex. Therefore, organisational members and senior leaders across the world are trying to leverage their leadership skills and reform strategies. Reformation of strategies can further help firms to gain a competitive advantage. Competitive advantage can also be gained with the help of creativity. Such creativity can be achieved with the help of positive support from leaders. Moreover, leadership style also plays an important role in helping firms enhance competitive advantage along with their performance (Almheiri & Omar, 2022). There is no exception in the case of digital organisations. Leaders who are leading digital organisations are vulnerable to both intrinsic and extrinsic risks. The leadership approaches towards eliminating these risks and enhancing organisational performance are different from one another. Their approach is based on their leadership styles, traits, and behaviour. This report aims at conducting a comparative analysis of 3 different leaders of digital organisations. The analysis is done based on their traits. Moreover, the report also embarks on discussing how leadership traits have contributed to the success of these leaders.
Comparative Analysis
Three different leaders who were chosen for the comparative analysis are Reed Hastings, Jeff Bezos, and Dara Khosrowshahi. Reed Hastings and Jeff Bezos are founders of Netflix and Amazon, respectively. On the other hand, Dara Khosrowshahi is Uber's current CEO. These leaders are holding top positions in firms that are currently operating successfully in the digital sector, across the globe. The comparative analysis helps in demonstrating the difference in their leadership style, traits and behaviours for university assignment help.
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Table 1: Comparison among 3 chosen leaders
Thus, from the above comparative analysis it can be understood that selected leaders of the report have different leadership style, traits, and behaviours. However, their intent is similar. All these leaders of digital organisations are trying to foster innovation and enhance the performance of the organisation. The objective of the following part of the report is to discuss key challenges that these organisations have faced and how these leaders have used their traits to overcome challenges.
Key challenges Faced by selected digital organisations
Netflix
Netflix has remained one of the key players in the global entertainment industry. The organisation has been facing several challenges and hurdles while carrying out its business activities. In recent times, the organisational leaders of the firm are currently dealing with competition. Competition is an extrinsic risk that can have a major impact on the performance of an organisation. The media industry is witnessing contending rivals like Amazon Prime, Disney, Apple TV+ and many more. These rivals are focusing on gaining exclusive agreements and creating unique content. Therefore, currently, the dominant position of the company in this streaming and entertainment industry is being surpassed (Goncharenko, et.al., 2023). Therefore, from the above discussion, it can be understood that the increase in competition within the industry is having a major impact on the organisational performance of Netflix.
In addition to this, pandemics have been one of the extrinsic factors that have helped the firm to encounter productivity. In 2020, during the pandemic, the organisation experienced an increase in 18.2 million subscribers. However, situations have changed in 2022. The organisation has been witnessing a slow growth in subscriptions. Managers have been trying to convince the investors. However, the investors are not satisfied with the current situation of the company (BBC, 2022). Thus, from the above discussion, it can be understood that the rise in competitors is one of the primary factors that has created barriers to the growth of Netflix.
Amazon
Amazon is currently identified as one of the largest players in the e-commerce industry. The organisation has grabbed opportunities associated with digitalisation and diversified its product portfolio. Similarly, in 2012, the organisation entered the gaming industry. Amazon Games Studios started to partner with various game developers to diversify their portfolio. However, the organisation has faced challenges in like cancellations of announced games or delays in launching (Our Technology Planet, 2024). This can be identified as operational risks.
In addition to this, the organisation has also encountered an increase in the number of dissatisfied workers. An Oklahoma warehouse worker at Amazon sent a heartfelt letter to Jeff Bezos and said that she was being underpaid. The worker was unable to pay her bills because her pay team messed up with the payment. Other workers are also facing similar problems. Managers and other senior leaders of Amazon ask their subordinates to leave their jobs if they question their payment structure. This has increased the turnover rate of the firm (Kelly, 2021). It has also been found that managers and other senior leaders of Amazon are primarily focused on meeting customer needs over employee needs. Such activities of the firm can lead to problems within the workplace and can further degrade the performance of the organisation. This can be identified as intrinsic risks.
Uber
Uber is a digital organisation that uses digital apps to provide transportation services to its customers. The organisation was established in the year 2009 and has become one of the leading players in the transportation department. Despite its growth, the organisation has faced several challenges while operating within the industry. Before 2017, the organisation was led by Travis Kalanick. During his leadership period, the organisation constantly created obstacles in government regulations. Moreover, sexual harassment, disrespecting privacy laws and victims became common problems within the industry. People within the workplace also faced existential crises and they had a lack of corporate identity (Cook, et.al., 2018). Thus, from the above discussion it can be understood that before 2017, there was a lack of loopholes in the corporate culture of Uber.
In addition to this, the pandemic also had a significant impact on Uber. The organisation witnessed a loss in their profit amounting to $ 3 billion. This increased the employee termination (Abrar, 2024). Moreover, along with Dara Khosrowshahi, other organisational leaders were focused on expanding their business operations. This vision took a standstill due to the pandemic. Thus, from the above discussion, it can be understood that the sudden outbreak of the pandemic changed the landscape of Uber’s business and posed several threats to its operations.
Leaders overcoming challenges
The selected leaders have gained popularity among people across the world along with governing bodies because of their ability to overcome challenges, barriers, and issues. The objective of the following part of the report is to focus on discussing the process in which these leaders have used their leadership style, traits, and behaviour to overcome problems.
Reed Hastings
Reed Hastings has been known for its long-term vision. He was successful enough to understand the change in the needs and demands of customers. Such understandings have helped him to disrupt the entertainment industry. He is also using this approach to gain competitive advantage. He is using his analytical skills to understand the evolving needs of the customers. This understanding is helping him to provide tailor-made or personalised services to their customers. Reed Hastings believes that a constant display of amazing content can help the organisation fight with competitors (Pallotta, 2019). This leadership style, understanding and approach of Reed Hastings have helped Netflix to increase the number of subscribers.
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Fig 1: Number of paid subscribers in Netflix across the globe
Source: Stoll, (2024)
The above image highlights the constant increase in paid subscribers of Netflix. Thus, from the above discussion, it can be understood that visionary leadership with adaptability skills can help a firm overcome both external and internal challenges.
The above discussion suggests that Netflix faced setbacks after the pandemic. This created disturbances within the workplace. In such a situation, Reed Hastings has focused on motivating the employees within the workplace. He has created an open and transparent workplace where employees and subordinates can share information that further contributes to the growth of the organisation. This has helped the firm to regain its subscribers after a sudden setback.
Jeff Bezos
Jeff Bezos is often known for his customer-centric strategy. The above discussion suggests that employees within the workplace often get dissatisfied because they are underpaid and exploited by other senior leaders of the company. Therefore, Bezos uses his exceptional communication and inspiring skills to engage and motivate employees in the core activities of the firm. He communicates with the employees and shares his needs and expectations (Alqassimi & Upadhayay, 2018). Such transparent communication further motivates employees to work for the growth of the organisation.
In addition to this, Jeff Bezos is also known for encouraging his team members to embrace failures and risks. He believes that the persistence of employees can help a firm overcome setbacks. Such belief of Bezos has helped Amazon to launch their first hit in Amazon Game Studios after 8-10 years of constant struggle (Scipioni, 2021). Thus, from the above discussion, it can be understood that Bezos's obsession with customer services and his transformational leadership style have helped him to make Amazon one of the leading players in the e-commerce sector.
Dara Khosrowshahi
The above discussion suggests that the relationship of Uber with its internal and external stakeholders were hostile. However, the calm and diplomatic nature of Dara Khosrowshahi has helped the company to improve its relationships with investors, customers, employees, and other stakeholders. He was appointed as the CEO of the company in the year 2017. Once appointed he addressed cultural issues that are faced by the company. His analysis has helped him to reform company policies and practices that further helped him to create a diverse and inclusive workplace. Moreover, under his leadership employees in Uber are committed towards corporate social responsibility (Osman, 2024). Furthermore, due to the pandemic, Uber faced significant losses. Moreover, drivers of Uber Eats also faced several problems while delivering food. To understand this problem Dara Khosrowshahi decided to deliver food all by himself. He bought an e-bike and delivered food all over San Francisco. Such fieldwork has helped him to address challenges and find solutions to these problems. The constant dedication of the leader along with their employees has increased gross bookings of Uber Eats. This has further contributed to the overall scalability of the organisation.
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Fig 2: Gross bookings of Uber Eats
Source: Beyrouthy, 2024
The above image demonstrates that the gross booking of Uber Eats has significantly increased from 2022 to 2024.
Conclusion
The findings of the above discussion suggest that leaders play a significant role in enhancing the growth and productivity of an organisation. However, their approach might vary. Reed Hastings who has founded Netflix has been a visionary leader. His long-term vision has helped him to disrupt the entertainment industry and gain a competitive advantage. Secondly, Jeff Bezos is a transformational leader. He always focuses on encouraging and empowering employees to innovate and meet changes in customer needs. Finally, Dara Khosrowshahi who is the current CEO of Uber has been using his collaborative and inclusive leadership style to initiate ethics and harmony within the workplace. The leader is also compassionate and tries to solve problems with the help of fieldwork.
References
Abrar, P. (2024). India one of the toughest markets for Uber: CEO Dara Khosrowshahi. https://www.business-standard.com/companies/people/india-is-the-gateway-to-the-world-for-us-uber-ceo-dara-khosrowshahi-124022201091_1.html
Adigwe, C. S. (2024). Transformational Leadership: A Comparative Exploration of the Leadership Prowess of Jeff Bezos and Steve Jobs. Asian Journal of Economics, Business and Accounting, 24(3), 68-89. https://doi.org/10.9734/ajeba/2024/v24i31242
Almheiri, M. M. O., & Omar, R. (2022). Leadership Styles and competitive advantage: Does Employee Creativity mediate the relationship. South Asian Journal of Social Sciences and Humanities, 3(1), 106-124. https://10.48165/sajssh.2022.3108
Alqassimi O. & Upadhayay, S. (2018). Understanding the dynamics of leadership: A case study on Jeff Bezos and Jack Ma. Westcliff International Journal of Applied Research, 2(1), 28-37. https://doi.org/10.47670/wuwijar201821SUOA
BBC, (2022). Netflix faces rocky road after pandemic wins. https://www.bbc.com/news/business-60077485
Beyrouthy, L. (2024). Gross bookings of Uber Eats worldwide from 1st quarter 2022 to 1st quarter 2024. https://www.statista.com/statistics/1471388/uber-eats-gross-bookings-worldwide/#:~:text=Quarterly%20gross%20bookings%20of%20Uber%20Eats%20worldwide%202022%2
D2024&text=During%20the%20first%20quarter%20of,the%20first%20quarter%20of%202022.
Challa, S. D., & Jena, L. K. (2024). Navigating Change and Adversity: A Case Study of Netflix’s Journey. Business Perspectives and Research, 22785337241233035. https://10.1177/22785337241233035
Chuang, L. M., Lee, Y. P., & Chang, Y. J. (2023). The critical trait of digital entrepreneur: mixed methods research. Acta Innovations, 46, 5-17. http://dx.doi.org/10.32933/ActaInnovations.46.1
Cook, J., Patel, R., & O’Rourke, J. S. (2018). Uber Technologies, Inc.: Accountability in Corporate Culture. Journal of Organizational Behavior Education 11, 33-50. https://doi.org/10.4135/9781526489067
Goncharenko, M., Zhen, W. Z., Yang, X. Y., Ismail, N. A., & Xu, D. R. (2023). Netflix, the Success of a Global Storytelling. Journal of Business and Social Sciences.
Ian, (2024). Dara Khosrowshahi’s Leadership style: Insights into his Management Approach. https://press.farm/dara-khosrowshahis-leadership-style-management/
Kelly, J. (2021). A Hard-Hitting Investigative Report Into Amazon Shows That Workers’ Needs Were Neglected In Favor Of Getting Goods Delivered Quickly. https://www.forbes.com/sites/jackkelly/2021/10/25/a-hard-hitting-investigative-report-into-amazon-shows-that-workers-needs-were-neglected-in-favor-of-getting-goods-delivered-quickly/
Osman, S. (2024). Dara Khosrowshahi: The Visionary CEO Transforming Uber. https://quartr.com/insights/business-philosophy/dara-khosrowshahi-the-visionary-ceo-transforming-uber
Our Technology Planet, (2024). Amazon Games – The Future of Gaming Industry. https://ourtechplanet.com/amazon-games-the-future-of-gaming-industry/#:~:text=Amazon%20Games%20%E2%80%93%20Challenges%20and%20Restructuring&text=
Game%20Cancellations%3A%20The%20studio%20faced,in%20the%20competitive%20gaming%20industry.
Pallotta, F. (2019). How Reed Hastings is going to help Netflix win the streaming wars of 2019. https://edition.cnn.com/2019/03/18/media/netflix-reed-hastings-competition/index.html
Scipioni, J. (2021). Jeff Bezos on learning from failure: ‘Whatever your goals are, don’t give up no matter how hard it gets’. https://www.cnbc.com/2021/10/03/jeff-bezos-on-failure-dont-give-up-no-matter-how-hard-it-gets.html
Sekar, N. (2024). Reed Hastings at Netflix: Adaptability, Navigating Change, and Resilience. https://medium.com/@nareshnavinash/reed-hastings-at-netflix-adaptability-navigating-change-and-resilience-750cb96576d7#:~:text=Reed%20Hastings'%20leadership%20at%20Netflix,a%20leading%20global%20
streaming%20service.
Stoll, J. (2024). Number of Netflix paid subscribers worldwide from 1st quarter 2013 to 2nd quarter 2024. https://www.statista.com/statistics/250934/quarterly-number-of-netflix-streaming-subscribers-worldwide/#:~:text=Netflix%20had%20around%20277.65%20million,compared%20with%20the%20previous%
20quarter.
Tou, Y., Watanabe, C., Moriya, K., Naveed, N., Vurpillat, V., & Neittaanmäki, P. (2019). The transformation of R&D into neo open innovation-a new concept in R&D endeavor triggered by amazon. Technology in Society, 58, 101141. https://doi.org/10.1016/j.techsoc.2019.05.005
World Brand Affairs, (2023). The Visionary Leadership Of Reed Hastings: How Netflix Disrupted The Entertainment Industry. https://worldbrandaffairs.com/the-visionary-leadership-of-reed-hastings-how-netflix-disrupted-the-entertainment-industry/
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