Because life is too short to be anything but happy.
Hi all, Wardah here. An Indonesian currently doing MBA study all the way in London, United Kingdom. I’ll be sharing various discussions and interesting thoughts regarding business and enterprises, as well as the enjoyable daily life in London or as an Indonesian young entrepreneur. Hope the blog will be beneficial and fun for everyone, so please enjoy! 😀
As globalisation continues to take place, the kind of leaders the world needs keep transforming and facing new challenges. As John Maxwell (1993) once said, the key aspect of leadership is influence. When leaders fail to influence, then they fail to lead.
People have generally been involved in leadership across human history, but a number of systematic leadership theories have developed in considerably recent periods of time. Over the last century, leadership models have been manifestations of top-down, hierarchical paradigms, which are astoundingly effective for an economy premised on physical production but are not suitable for a more knowledge-oriented economy (Uhl-Bien et al., 2007). Early leadership theories focused on what qualities distinguished between leaders and followers, while subsequent theories looked at other variables such as situational factors and skill levels.
Figure 1. The Evolution of Leadership Theory (CULC, 2020)
The new approach towards leadership theories is Contemporary Style, where leaders’ ability to recognise surroundings and works’ complexity as well as to react in the changing environment, is necessary to perform effectively both in personal and organisational perspectives (Moodian, 2008). The contemporary theories deal with leaders’ motivations, and develop the major styles which are transformational and transactional leadership.
Transactional Leadership
The leader offers valuable things in exchange for the follower’s services, is the most traditional form of leaders-followers relationship (Ahmed, Nawaz and Khan, 2016). This comprises three components;
Contingent Reward: As human appreciate concrete, tangible rewards in exchange of their efforts, the key indicators encompass in performance-based material rewards, direction-setting, reciprocity, and team’s confidence-building.
Management by Exception (Active): Corresponding to need-driven change culture, this include inherent trust in workers, poor communication, maintenance of the status quo, and lack of confidence. Leaders actively assess employees’ performance and take corrective measures if needed.
Management by Exception (Passive): Leaders avoid specifying agreements and fail in providing goals and standards to be achieved, only intervene when things went wrong (Bass and Avolio, 2004).
Transformational Leadership
Leaders grade relationships with followers very high in priority and demonstrate individualised consideration in meeting their needs for empowerment, achievement, enhanced self-efficacy and personal growth. This involves these elements:
Idealised Influence (Charisma): role-modelling, articulation and values-creation, providing sense of purpose, meaning, self-esteem, self-determination, emotional control and confidence in followers.
Inspirational Motivation: Leaders create vision, establish communication and manage challenging workers by encouraging, working with them and giving autonomy.
Intellectual Stimulation: The key indicators are rationality, creativity, consensus decision-making, coaching, supporting, challenging, and involvement.
Individualised Consideration: The fundamental elements consist of reassurance, caring for and coaching of individuals, as well as an open and consultative approach (Yukl, 2010)
Transformation leadership acknowledges individual talents and builds enthusiasm through emotional appeals, values and belief systems, while transactional leadership engenders compliance by appealing to the individuals’ wants and needs (Bass and Avolio, 2004). The combination of transactional and transformational leadership is best, because although it may be easy to augment transactional relationships, it is unlikely to replace it with transformational, since transactional leadership is also an effective motivation technique (Van Wart, 2013). However, transactional leadership is a shortcut and not as long-lasting as transformational, because the reward promised may not always be available, but leaders’ charisma will never be depleted.
Figure 2. Bill Gates along with Warren Buffet Give Insight on Leadership (CNBC, 2010)
Learn from The Best; Bill Gates’ Exceptional Leadership
Bill Gates leadership style is considered mainly authoritarian (autocratic), though he exhibits more than one model (Rampton, 2016). Different leadership styles can be adopted depending on the situation, however most leaders have one or two dominant styles that are noticeable the majority of the time. It is unlikely that the Microsoft’s Co-Founder would have been as successful if he only ever adopted an authoritarian style, as it tends to not be conducive to innovation as the controlling aspect of it hinders a follower’s ability to be creative.
Figure 3. Bill Gates and spouse, Melinda Gates, Topped FORTUNE’s World’s Greatest Leaders List (Fortune, 2019)
Gates’ leadership style is often described as transformational and serves as a model for many of today’s entrepreneurs who are just as determined, focused and passionate about what they are doing. Gates provides an excellent model of how transformational qualities can help create a successful leader, but he also proves that the individual human spirit which everyone has, makes us unique, as well as the influence of parents and mentors play a critical role in creating leaders (Pressman and Lashinsky, 2019)
Leaders for The Changing World
What Gates demonstrate can be categorised as Situational Leadership, which is considered to be the most appropriate style for today’s ever-changing world. Situational leadership is based on the ‘readiness’ of the followers that the leaders need to influence, and readiness here means the ability and willingness to accomplish a job (Mullins, 2016).
Figure 4. The Hersey and Blanchard Model of Situational Leadership (Mullins, 2016)
Hersey and Blanchard (1997) suggest appropriate leadership style is adjusted to their followers and abilities, and based on the combination of;
Task behaviour: providing appropriate directions, sets goals and defines roles
Relationship behaviour: engaging in two-way communication, listens, provides support and encouragement (Mullins, 2016)
Figure 5. The Changing Requirements for Leaders in the 21st Century (Deloitte, 2019)
According to Mullins (2016), what leaders need to do include ensuring suitable organisational patterns, acceptance of authority and responsibility, patterns of communication, agreement on monitoring and measurement of performance, allowing subordinate’s freedom of action, and building related reward systems.
Developing leaders with suitable competencies for the 21st century requires more than self-evolution. Equally paramount is for the organisation to have the structure, culture, and management processes to cultivate these leaders. The biggest challenge revolves in the significant gaps within most organisations, which are:
Transparency. The most valuable organisational currency in today’s world, which helps engender trust and respect. However, only 18% organisations believed they have transparent and open model, meaning that this aspect needs serious enhancement.
Internal Collaboration. As organisations become more service-centered, leaders should shift the focus beyond their narrow towers of responsibility and work more closely with personalised approach to one another.
Performance Management. Putting different performance indicators in place for leaders can go a long way toward establishing a culture that supports competencies such as the ability to manage uncertainty and lead through the change (Volini, et al. 2019)
To conclude, all aspects of the needs above are covered as the requirements a situational leader must possess in order to adjust with the surroundings and lead an exceptional team which eventually aim for achieving the goals and objectives set on. High adaptability, great determination, well-balanced control and power, as well as good expertise are requisite to develop world-class leaders with legendary legacy.
References:
Ahmed, Z., Nawaz, A. and Khan, I. (2016). ‘Leadership Theories and Styles: A Literature Review’. Journal of Resources Development and Management, 16, 1-7
Bass, B. and Avolio, B. (2004). Multifactor Leadership Questionnaire: Manual and Sampler Set. 3rd edn. California: Mind Garden
Maxwell, JC. (1993). Developing The Leader Within You. Nashville: Thomas Nelson
Mullins, L.J. (2016). Management and Organisational Behaviour. 11th edn. Essex: Prentice Hall
Moodian, M. A. (2008). Contemporary leadership and intercultural competence: Exploring the cross-cultural dynamics within Organizations. Sage Publications
Culture is the basis of every society, including business organizations where plenty people gather, interact, and do things together. As a set of beliefs, behaviours, systems, symbols and values, organizational culture is held to make the working process going well and achieve the expected objectives (Mullins 2016). Understanding the cultural factors in a company is a key aspect to develop and improve the business effectively.
Whenever and where markets arise, beauty and business appear most closely connected throughout the transforming periods (Scranton 2001). As the globalisation era took place and changes are necessarily inevitable, the rising trends of fast beauty companies set beginning of a new epoch. Fast Beauty typically represents companies that prioritise staying on top of buzzy trends and formulations by drastically slashing the turnaround time required from product conception to launch. In an incredibly competitive, innovation-driven market, this type of agility can be crucial to an emerging brand’s success. In accordance to speedily capitalise the fast-changing trends, the time needed for beauty companies in developing, measuring as well as optimising new products has become much shorter (Unterberger 2018).
The beauty industry has also been and remains intensely personal, which sparks the rising need of a persona to represent the brands, and the company we are about to discuss here is decisively no exception. Kylie Cosmetics and Kylie Skin, beauty brands founded by the social-media superstar Kylie Jenner, embarked on the industry in 2016 and 2019. The brands soon soared high as one of the most hyped-up among the fans and customers, mostly millennials, and it reflected on their revenue in just a few years after hitting the market. The success of the companies strongly relates to Kylie’s personal branding on her abundant followers. Kylie is a leader whose followers can be categorized as active and highly-engaged ones who act accordingly, are eager and energetic, as well as effectively encouraged towards committed investment (Kellerman 2007).
Figure 1. Brand Position of Kylie Cosmetics in terms of revenue, 2019
The beauty company runs through the Power Culture, where Kylie Jenner is the dominant leader who strongly influences the whole company and affect in decision making, the organisation is considered unstable in terms of their ethical and cultural values. Power culture is more suitable for small entrepreneurial organisations since it relies on central power, informal communication and trust. The culture places considerable demands on staff, while the competence, flexibility, and dynamism of the central power force, often the owner, are essential (Brooks 2009).
Figure 2. Types of Organisational Culture
Kylie Beauty soon received a huge backlash as soon as it was released regarding various ethical and cultural issues. For instance, only in three months after the launch in May 2019, Kylie Skin faced a trademark suspension due to a patent registration issue (Wright 2019). These are some triggering events involving the brand throughout their short periods of time in the industry;
Discriminating Advertisements
In October 2018, Kylie Cosmetics was lambasted for releasing advertisements comparing cleft-lip and clef-palate children to “monsters.”
Figure 2. Controversial advertisement released by Kylie Cosmetics in collaboration with Smile Train, regarding a charity for cleft-palate children
This type of campaign is an example of objectionable marketing approach, specifically it is discriminatory. Ethical principles are very important in regulating business campaigns, as emphasized by the ICC (International Chamber of Commerce) Codes that every marketing approaches must have a due sense of professional and social responsibility. The ICC further stipulates that commercial strategies should value human dignity and not encourage or endorse any form of discrimination, including discrimination based on race, nationality, religion, gender, age, disability or sexuality (Jimenez and Pulos, 2016).
Figure 3. The 4V Model of Ethical Leadership
As an essential term to an organisation, ethical leadership requires leaders or managers to understand the core values and to live them in all aspects of life for the common good. With this discriminating campaign, Kylie Cosmetics clearly do not show a good ethical leadership that promote value as one of the most important points. It is the leaders’ responsibility to regularly consider whether actions are consistent with values and vision (The Center for Ethical Leadership, 2014).
Controversial Products and Ingredients
Kylie Skin released products which sparked heavy arguments; Walnut Face Scrubs and Cleansing Wipes. Walnut use in face products have long been a source of controversy in the skincare community, with nearly all enthusiasts agreeing the unhealthiness as the physical exfoliant is believed to form microscopic tears on the skin, leaving it more vulnerable to bacteria while inducing long-term damage and sensitivity. The claim was then confirmed by Dr. Marla Diakow, a dermatologist with Schweiger Dermatology Group in New York, clarifying that walnut-based scrubs are too abrasive and harsh for facial skin (Pham 2018). Furthermore, such ingredients can literally rip the upper layers of epidermis which leads to risk of inflammation, disruption of skin’s protective barrier and exposing to textural and pigmentation issues (Bryan 2019). In addition, cleansing wipes are one of the beauty products to mainly avoid for environmental protection measures, since most of them are made from polyester and contain non-biodegradable materials (BBC News 2018).
Figure 3. Data of how wet wipes expose serious harm for the environment in UK
Despite various controversies and surrounding issues, Kylie Cosmetics succeeded in performing extraordinarily well in the growing popularity and enormous sales, which is shown in its stable revenue and stock growth over the years. On November 2019, Kylie Jenner decided to sell majority stake (51%) of Kylie Cosmetics to Coty Inc. for a fantastic $600 Million (Coty 2019). Coty Inc. directly face a notable growth in their share value after the acquisition took place.
Figure 4. Stock growth of COTY, the current majority share-holder of Kylie Cosmetics
The phenomena can be perceived as a reflection of the organisational iceberg, where all the formal aspects are displayed on the surface, but there are actually plenty of unseen behavioural aspects which remain covert inside the company.
Figure 5. The Iceberg Model of Organisation
What’s Next for Kylie Beauty?
The fast beauty industry is currently undergoing major dynamics regarding ethics and culture within the company. Several changes are necessary, including the organisational culture which represent how things are done in the industry, to improve its performance and enhance the business sustainability. Kylie Skin and Kylie Cosmetics are growing bigger, so a Role Culture will be more suitable to support and sustain the development. On the other hand, the industry needs to put more ethical principles into practice, for strengthening the organisation structure and enabling it to last longer in the future.
A Case Study on Kylie Cosmetics
References:
Brooks, I. (2009) Organisational Behaviour. 4th edn. Essex: Pearson