Introduction
The most important factor in the success of organizational excellence is leadership. A
team without a leader won't be able to accomplish much because the leader is the one who
controls the group's direction. The group's leader is the one who is aware of each member's
strengths. The tasks in a group are therefore better distributed when a leader is present based
on what each member does best according to their individual capabilities. As a result, each
team member will work in accordance with their strongest areas of expertise, producing the
best outcomes. (Cortellazzo, et al., 2019)
Over the years, organizations have used over 100 different market strategies. The
public's perception makes the difference between well-liked businesses and ones with a bad
reputation. The art of marketing should be able to provide a "why" explanation. Only those
whose needs are satisfied by the advertised brand or product will have a need for it. A successful
market strategy necessitates actions that will result in the desired result: closing sales. (Hutt &
Speh, 2021)
In order to increase sales, a market strategy suggests implying what, how, and who the
brand target is. The leadership of the company, namely the Chief Executive Officer (CEO) and
the Chief Marketing Officer, decides how the information is transmitted and received by
consumers. The ability to define an organization's mission, vision, and objectives with a focus
on its customers and employees is referred to as leadership. Acquiring market share is
facilitated by establishing leadership through creative overall strategies, brilliant managerial
skills, and an aggressive drive for customer satisfaction. (Mu, et al., 2018) In implementing to
achieve the best outcomes, the managers can faces some difficulties in changing, motivating
and building team among their followers. Thus, in this paper, the challenges of a marketing
manager in implementing some leadership approaches are discussed. There are many approach
in leadership for marketing sector but only 6 approaches will be used in this report. They are
Kotter’s 6 step Change Model for change approach, Maslow Hierarchy of Needs and Equity
Theory for employee motivation, Transactional, Transformational and LMX theory for
leadership transformations. Moreover, in this paper, the recommendations will be also
discussed in order to improve for applying those approaches in leadership marketing.
1. The Challenges that Managers face in Change (Kurt Lewin’s Change Model)
According to Kurt Lewin's Force Field Theory, restraining forces have an
impact on both group and individual behavior, ultimately determining whether or not
change will occur. The driving forces inspire and direct workers in the direction of the
new state. The restraining forces serve as the main obstacles to change initiatives by
highlighting potential resistance to change. (Hussain, et al., 2018)
Lewin claims that it is critical to strike a balance between these forces by
providing employees with the necessary training to close the skills gap and engaging
them in the change process. Change agents must use persuading change reasoning,
stress management techniques, and compliance monitoring. (Hussain, et al., 2018)
Re-freezing
Unfreezing
Change & movement
In marketing, today the business world is very competitive and trying hardly for
survival. Thus, in order to make customer awareness, the strategy should be always up to date
and trendy. For example, in Covid, virtual communication with client is extremely popular.
Thus, the marketing team must consider how to communicate with customers virtually such as
by using video conferencing or other help of technology. But in making such changes, such
implementation is not always simple. Most of the employees will refuse to change such a
reason that they are not familiar with the technology, etc. Thus, some or all of the organization's
employees may be resistant to change. Employee resistance to change is common, even when
they recognize its logical necessity. This is because they may feel a sense of loss emotionally
and fear the chaos that the change may bring. In this situation, Kurt Lewin's model is suitable
to use. However, there are some challenges in applying this approach.
When people start to feel unsatisfied with the current situation, a need for change starts
to emerge. Lewin outlined three stages that the change agent must go through:
-
unfreezing,
-
movement (or transformation), and
-
refreezing.
Challenges
As a marketing manager, in making changes in team by using Kurt Lewin model, there will be
the following challenges. In also the case study of Nissan, there are some challenges in a
strategic partnership with Renault, led by Carlos Ghosn, in an effort to pay off its debt. Renault
wanted to increase its market share at the same time. Nissan's operations needed to be
transformed in order to become profitable, and Carlos Ghosn was given the difficult task of
doing so. To lessen employee pushback and recommend a strong action plan in various
functions, he created numerous cross-functional teams. To address various business challenges,
he created a solid change management strategy. Through effective communication and
reinforcement, he increased employee involvement in the change process. He implemented
performance-based wage, encouraged staff to try out non-traditional strategies, and put in place
an open feedback system to direct and assist staff in improving workplace adaptability in order
to refreeze the behavioral change of the team members. In making such change, there will very
time-consuming to repeatedly communicate with every member of an organization. He faces
that the team members are not well design for change. And the cost for the changes will be
expensive. Moreover, the leaders also face problems, or intensify resistance, if people feel they
are being manipulated. It can be risky. Team members can be furious at not just the change but
also how they are being handled.
Recommendations
Managers should embrace its team member for the change and they have considerable
power to resist the change. To mitigate resistance to change, managers should arrange
negotiated agreement with potential resistors. A financial incentive could be offered, for
example, to encourage people to change their ways of working. Any agreement reached should
be written down and formal so it can be referred to later. They also should provide them with
training and education, or it could mean providing them with emotional support.
2. The Challenges that Managers face in motivation
Motivation is the force that propels people to take action in pursuit of their goals. It is
human behaviors that prompt people to act. People are motivated to take action because it will
further their goals. They may act out of necessity for money, success, position, and their
greatest potential. The art of motivating others to work productively in order to accomplish
both organizational and personal goals is known as motivation. (Schunk & DiBenedetto, 2020)
2.1
Maslow Hierarchy of Needs
According to Maslow's hierarchy of needs, a theory of motivation, a person's behavior
is determined by five categories of basic human needs. These needs include those for
physiology, safety, love and belonging, esteem, and self-actualization.
1. Physiological needs: These are the things a person needs to survive biologically, like
air, food, water, shelter, clothing, warmth, sex, and sleep.
2. Needs for safety include weather protection, security, law and order, stability, and
freedom from fear.
3. Love and belongingness needs - following the satisfaction of physiological and safety
needs, the third level of human needs is social and entails a sense of belonging. Interpersonal
relationships are necessary for behavior to occur.
4. Maslow divided the need for self-esteem into two categories: self-esteem, esteem by
other. According to Maslow, the need for reputation or respect is more crucial for kids and
teenagers than the need for genuine self-worth or decency.
5. Needs for self-actualization, including achieving one's potential and finding
fulfillment in one's own life. the goal of "becoming everything one is capable of becoming"
(Maslow, 1987, p. 64).
Marketers must be aware of their capacity to successfully appeal to at least one of the
motivational drivers when Maslow's hierarchy theory is applied to marketing. Each business
sector needs to fit into at least one level of the hierarchy of needs. For instance, businesses that
help customers boost their self-esteem while also assisting them in realizing their full potential,
such as nail salons and hair salons, fall under the category of esteem or self-actualization needs.
Another illustration is marketing campaigns for goods like food or other necessities of life that
fall under the first level of the pyramid. It is important to think about the level of need customers
that customer is attempting to satisfy and to gain a better understanding of the context for that
need. Secondly, when marketing a product, ensure that it is done so in a way that persuades the
customer that it will meet their needs (s).
Challenges
The main issue with Maslow's theory of the hierarchy of needs is that it cannot be
empirically tested; there is no way to determine with precision how satisfied one level of need
must be before the next higher need is met. Moreover, as a manager, the assumption that a
single good or service can meet multiple needs at once is oversimplified. And also it is difficult
to make rank-ordering of the needs has no empirical backing. While entering the Asian market,
it is overly culturally specific and it lacks cross-cultural applicability, and the hierarchy's
presumptions might only apply to Western cultures. Thus, it will be difficult to identify the
local customer needs. For example, in the case of McDonald in Vietnam. McDonald is not
success in Vietnam. It is due to its misunderstand on the local people culture. Most of the
Vietnamese are prefer in healthy food and they like sharing and gathering eating style. But
McDonald products are not like this. Hamburger is not easy to share between family and friend.
The most important failure is the company did not consider the affordable price with the local
people. The company is not analyze the needs and wants of the customers in Vietnam. That is
why the products is not meet with their expectation and why it was fail.
Recommendation
Marketers should focus their advertising appeals on specific needs shared by a large
segment of their target market. When applying Maslow’s hierarchy of needs in marketing,
manager need to understand the needs and how they impact motivation. Each need builds on
the last, allowing a person to feel more fulfilled, which in turn encourages motivation and
creative thinking. The most important is the manager should emphasis not only on the customer
needs but also the team member needs in promoting the sales. Because by investing in the
overall happiness of its employees, a business can increase satisfaction while boosting
engagement and motivation, which ultimately impacts productivity. Moreover, the managers
can use equity theory to get a better solution in motivating employees. The equity theory is a
hypothesis that aims to explain relational happiness in terms of views of fair or unfair
distributions of resources within interpersonal relationships. J. Stacy Adams, a workplace and
behavioral psychologist, is credited with being the first person to establish the equity theory in
1963. He argued that employees want to maintain equity between the inputs that they bring to
a job and the outputs that they obtain from it in comparison to the perceived inputs and
outcomes of others. Equity theory is now categorized as one of the justice theories. People are
thought to value fair treatment, which makes them want to keep fairness in their relationships
with their coworkers and the organization. . (Mullins, 2016)
In essence, the Equity Theory of Motivation proposes that high levels of employee
motivation in the workplace can only be achieved when each employee perceives their
treatment to be fair relative to others. Employees will compare themselves to other groups both
inside and outside of the organization. In doing so, they will compare the total of all inputs
against the total of all outputs. If they perceive unfairness they will adjust their inputs to
compensate, working more or working less, depending on if their situation is positive or
negative relative to the group or person being compared.\
But in also applying equity theory, the manager must aware some factors. For marketing
manager, there is difference in perception between company and worker because a worker may
think that he or she is working same as other worker but getting less pay but it may be possible
that another worker according to company is more effective and efficient than other worker
and that is the reason why he or she is getting better pay than other workers. Hence for example,
if there are 5 sales representatives working in a company while 4 sales representative are giving
regular duty but one is in the business trip and sales administration pays higher pay to that
employee than it is justified although other employees may think otherwise. Thus, handling
such situations will be a great challenge for marketing manager.
3.
The Challenges that Managers face in Leadership
3.1
Leadership ( Transformational and Transactional Leadership)
A give-and-take arrangement is one type of transactional leadership. Two
components of transactional management are performance with the aid of exceptions and
contingent rewards. Employees are entitled to rewards and discipline. (Ma & Jiang, 2018)
A transactional leader will implement the contingent rewards plan in order to recognize
the followers' strong performance. In this circumstance, the leader must clarify the
performance standards. The leader agrees to act as the primary source of extrinsic rewards
to increase followers' motivation. (Ma & Jiang, 2018) This management approach can
improve work satisfaction. A leadership approach like this is referred to as management
by expectation. From the follower's expected behavior, the leader empowers its delegation.
According to transactional leadership, people are more motivated to work harder on tasks
when the rewards and punishments are exist. (Azizaha, et al., 2020) However, there are
a lot of challenges in today working environment, the rewards offer is short term. People
will more focus on self-motivation and inspiration rather than such rewards. (Efawati,
2020)
The original theory behind transformational theory was developed by Burns in
1978. The leader in transformational leadership connects organizational level with
successful outcomes. It relates to meeting higher level needs like self-actualization and
self-esteem, among others. By encouraging their followers to solve problems in novel and
creative ways, leaders can have an impact on their followers. In this scenario, the leader
involves his followers in the risk and responsibility. He also drives home the point that
success for the organization is success for the followers. It is as a result of their effort,
personal development, and growth. (Alqatawenah , 2018) T When using this leadership
style, the leaders always give their followers the chance to express their ideas openly and
honestly while also listening to them. (Nanjundeswaraswamy & Swamy, 2018) Thus,
researchers observed that among the various leadership styles, transformational leadership
can result better quality outcomes than others like demonstrated and autocracy.
(Adriansyah, et al., 2020)
There will be a lot of conflicts and stress for all levels of employees because the
marketing manager is working on a difficult and challenging task. Such a challenging and
stressful work environment may result in unfavorable employee behavior. These kinds of
situations will be less common under transformational leadership. According to ( (Sarah,
et al., 2019), a leader's high emotional intelligence can enhance team success by playing a
moderating role in how complex the project is. (Jo, 2020) The construction industry places
a high value on emotional toughness. In order to deliver goods to customers on time, the
tasks are extremely difficult and stressful. (Zohra, et al., 2018) The traits of leaders with
high emotional intelligence include responding quickly to challenges and choosing the
best course of action for the organization. (Rajat, 2019)
Challenges
A marketing manager who is using transactional leadership can also face the problems and
conflicts in rewarding. For example, when a construction project is urgent and the price of raw
materials unexpectedly rises while those materials are unavailable. The ability of the leader to
lead is crucial. He must identify the best strategy in this case so that he can direct his followers
and provide them with guidelines. Additionally, he needs to remain calm in the face of the crisis
and teach his followers how to deal with it. A leader's intelligence is crucial in this
circumstance. His ability to make decisions and mannerisms can greatly affect the project. The
characteristics of leaders with high emotional intelligence include responding quickly to
challenges and choosing the best course of action for the organization.
Recommendations
Leaders should influence with different management styles according to the behaviors and
levels of its team member. In construction business, accidents involving falls from height are
most common in the construction sector. The majority of accident causes are influenced by a
variety of variables, such as poor supervision, unsafe work practices, and an unfavorable work
environment, among others. But by employing the transactional leadership style, such
accidents can be minimized. The organizational culture that does not prioritize safety
regulations is the primary cause of accidents involving falls from height in construction
projects. Therefore, the transaction leadership style will aid in changing the laws pertaining to
employee safety. For instance, using helmets while working, wearing safety gear, and offering
training to increase employees' awareness of safety. The leader can then use rewards and
penalties to alter the entire organizational culture. He can establish policies requiring all
employees to comply with safety regulations and to fully wear their safety equipment. If not,
the business will be fined. Employees who adhered to the rules and regulations will be
rewarded. The employee's behavior will then change, resulting in improved supervision and
safe work practices. This management approach works better when dealing with employees at
lower levels. This can help in taking corrective measures and lessen system pitfalls.
4. The Challenges in Recruitment and Selections
Recruitment is the process of getting the right number of the right kind of people to
work in the right place. (Hamza, 2021) There are two types of recruitment methods. They are
internal recruitment and external recruitment. In internal recruitment approach, promotions,
transfers, former employees, internal advertisements, employee referrals, previous applicants,
job rotation and personal recommendations. It can increase employee motivation and reduce
employment agencies. It also save time to find the new employee. But it cause some conflict
and jealous among the employees and it can lost new employees who have full skills and
talents. Employment agencies, government job centers, job fair from university, employment
exchanges , head hunting , outsourcing , word of mouth and social and new media are the
methods using in external recruitment approach. By appointing new employees from external,
they can bring new networks, new perspectives and new experiences. Thus the company can
get more candidates or supply. But this approach is very costly and take a lot of time and it can
be problem with the internal employees. The existing employees will consider they have no
opportunities for their career improvement even they are trying the best for the company.
(Varkkey, B. and Dessler, G, 2018)
Challenges and Recommendation with case study example
In the case of Gemini, it also makes use of outside hiring practices like internships and
hiring staff from corporate websites. Hiring employees from the company website saves
money, provides access to a larger pool of candidates, and improves communication. However,
there are also some drawbacks, including a large number of responses, issues with internet
connectivity because some regions in Myanmar have limited access, problems with technology,
a subpar website that is too impersonal, etc.
The selection is the process of choosing the most suitable candidate for the vacant
position in the organization. (Hamza, 2021) Ability tests, personality tests, aptitude tests,
interest tests, IQ/EQ tests, and medical tests are examples of the different selection methods.
Unstructured interviews and knowledge tests are both used in the selection process at Gemini.
The relationship between the interviewer and the candidate will be more comfortable, flexible,
and simple to evaluate the behaviors and ideas when using an unstructured interview. However,
if different participants are given different questions, it can be challenging to compare their
responses, making the analysis stage difficult. A true-false and multiple choice section of the
knowledge test will make it simple and quick to assess a potential employee's skill level.
However, these kinds of exams don't take a person's ability or willingness to learn new things
into account. the ideal candidate for company may not be revealed by such test results.
Therefore, Gemini's recruitment and selection processes still required improvement.
Internal employees' motivation and productivity will decline if external recruitment is used.
The productivity of the business may be impacted. Therefore, in order to resolve employee
conflicts, the company should employ both internal and external strategies equally. The
selection methods must also be updated. Unstructured interviews and knowledge tests are
insufficient for selecting the most qualified workers. Therefore, the business should also
employ other strategies, such as testing employees' personalities or enneagram types. This
could help the business assess the behavior of potential candidates.
5.
The Challenges that an Ethical Manager faced
The study of ethics examines how selections affect people. It is also a method for
comprehending people's obligations and rights. The application of moral principles in daily life
or decision-making is known as ethics. A person's ethics are very important. A person's ethical
behaviour is used by the society to judge their standard of living. A company's ethical behavior
is important in business practice in the business sector as well. The company must adhere to
ethical standards to gain the trust of its customers (Ouma, 2017). An ethical leader can more
easily guide their team. He can encourage trust among his workers. The workers in the
company are aware of the influence of the leaders and can sense the respect with which they
are treated. As a result, they are highly motivated to work and eager to display good
organizational citizenship behaviour. Such an organization develops into a positive working
environment for staff members and a cohesive team. Additionally, they will confirm if the
leader is treating them morally. ( Rowena, 2008).
Organizational culture, morals, and ethics all have a direct impact on how employees
respond to ethical questions. The investigation of mindset, religion, and psychology within an
organization is known as organizational culture. The codes of conduct that employees must
abide by in every organization are moral and ethical standards (Tsai, 2011). All aspects of a
company's operations, including punctuality, tone, contract terms, and employee benefits, are
influenced by its organizational culture. When there is a workplace culture that is supportive,
comfortable, and values employees, the organization as a whole performs better. This will have
a favorable effect on getting the desired results. (Fakhar, et al., 2012).
Leaders in marketing must also act ethically toward their clients and the goods they
promote. Each agent must pledge to act morally if the marketing industry is to make significant
ethical advancements. Thus, if an organization engages in unethical behavior at work, it could
result in negative headlines and organizational collapse. (Hartog, 2015).
Challenges
Ethical leadership can be particularly difficult when faced with moral gray areas. It is a case
study about the business ethics of Volkswagen in the automobile sector. Volkswagen Company
produced 60,000 cars in 2015 for the American auto industry. Due to the Air Clean Act and
corporate social responsibility, it failed. Volkswagen engineers are not present to inspect the
cars during the emission test, which results in air pollution from untested or unwanted gas. It
is discovered that 482,000 cars use defeat devices. The company makes an effort to address
and demonstrate the problems with published statements of facts in accordance with the law.
The experience of Volkswagen engineers in building and testing diesel engines, as well as the
high performance of the testing scandal, were explained in the statement that was made public.
It's all about the technical issues. However, the engineers demonstrate that even with
the mechanism to reduce emissions, it still fails during testing and falls short of the standards.
The workers are protesting a lot right now. Volkswagen finally accepted responsibility for this
problem by apologizing publicly and paying back $ 22 billion to consumers, dealers, and
regulators. Sales, customer trust, and Volkswagen's stock value all suffered significant losses.
The purpose of this case is to emphasize the significance of ethical behavior and how it affects
a company's ability to succeed or fail.
Recommendations
Instead of blaming and micromanaging, the organization's leaders should place more
emphasis on the employees' manners and coaching them to behave better. Additionally, they
ought to encourage open communication, pay close attention to employee feedback, and act
appropriately when necessary. Employees should be motivated in a way that ensures everyone
is working toward the same organizational goals and objectives. If every employee is able to
complete their job well, the organization will succeed and everyone will benefit. Such a method
of leadership is used by high moral, ethical leaders. They show others appreciation by giving
them chances and sharing their success. Additionally, since the leaders are in the marketing
industry and deal with lots of customers, they must concentrate on ethical behavior.
Conclusion
The dynamic process of leadership involves persuading others to carry out a specific
task. This paper discusses the idea of leadership in marketing, the strategies employed by
marketing managers, the difficulties that they may run into when putting those strategies into
practice, as well as suitable recommendations. According to the above five factors, a
company's marketing success depends on its leadership style and is linked to the productivity
and happiness of its employees. Additionally, in the twenty-first century, every organization
must deal with volatility, uncertainty, complexity, and ambiguity. Every organization needs
skilled managers with management abilities and effective leadership, especially in the
marketing sector, to handle this rapid change. After this assignment, receiving the strategic
plan and tools, navigator, analysis skills, know how to develop internally and working with
others according to the above facts written. One can become a great leader in the marketing
department of the company by using those tools, motivating the team members to work toward
the team's objectives, and seeing an increase in market share.
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