Transformational Leadership in Consumer Marketing Full Project Report

In this thesis, we are studying the issue of transformational leadership in Chinese context, which is subjected to social science category. The reason why we concentrate on this research issue is based on the limited available references of Chinese transformational leadership, on our personal interests of transformational leadership and on the rather interesting and mysterious Chinese context covering the influence of globalization, digitalization and so forth. At the same time, we will focus on two major research questions, what leaders and followers’ expectations are during transformation in Chinese companies and what skills and abilities Chinese transformational leaders need in practice. Since we have ascertained the research issue and questions, the methodology of grounded theory and relevant literatures of organizational change, full range of leadership model, followership, and skill approach laid the solid foundation for our further data collection and data analysis. And the way of interviewing and questionnaire as specific methods of data collection played a crucial role in gathering empirical data, which gives contributions to theory development for our research.

Table of Contents
1 Introduction _________________________________________________________6
1.1 Theoretical Background ____________________________________________ 6
1.2 Follower’s Perspective _____________________________________________ 8
1.3 Our Personal Interest ______________________________________________ 9
1.4 Research Issue and Questions ______________________________________ 10
1.5 Our Purpose ____________________________________________________ 11
2 Why Chinese Context ________________________________________________12
2.1 Financial Crisis Hitting China’s Companies ___________________________ 12
2.2 Influence of Entrance of Overseas-funded Companies ___________________ 15
2.3 Chinese Companies Heading to International Arena _____________________ 16
2.4 Influence of Digitalization _________________________________________ 17
2.5 Response to New Consumers’ Needs_________________________________ 19
2.6 Influence of Traditional Chinese Culture ______________________________ 21
2.6.1 Harmony and Trust ___________________________________________ 21
3 Methodology________________________________________________________24
3.1 Our Presumptions ________________________________________________ 24
3.2 A Qualitative Approach ___________________________________________ 25
3.3 Grounded theory_________________________________________________ 26
3.4 Data Collection__________________________________________________ 28
3.4.1 Primary Data________________________________________________ 28
3.4.2 Secondary Data ______________________________________________ 31
3.5 Data Analysis ___________________________________________________ 32
3.5.1 Memos and Diagrams _________________________________________ 33
3.5.2 Open Coding ________________________________________________ 33
3.5.3 Axial Coding ________________________________________________ 34
3.5.4 Integration and Selective Coding ________________________________ 34
4 Literature Review ___________________________________________________36
4.1 Organizational Change ____________________________________________ 36
4.2 Resistance to Change _____________________________________________ 37
4.3 A Full Range of Leadership Model __________________________________ 40
4.4 Effective Leadership______________________________________________ 42
4.5 Followership ____________________________________________________ 44
5 Analyzing Our Findings ______________________________________________47
5.1 Open Coding on Followers’ Expectations _____________________________ 47
5.1.1 Followers’ Expectation on Work Content __________________________ 48
5.1.2 Followers’ Expectation on Material ______________________________ 50
5.1.3 Followers’ Expectation on Career Development ____________________ 51
5.1.4 Followers’ Expectation on Job Security ___________________________ 51
5.1.5 Followers’ Expectation on Work Atmosphere_______________________ 52
5.1.6 Followers’ Expectation on Training ______________________________ 53
5.1.7 Followers’ Expectation on Problem Solving________________________ 54
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5.1.8 Followers’ Expectation on Communication ________________________ 54
5.1.9 Followers’ Expectation on Empathy ______________________________ 56
5.1.10 Followers’ Expectation on Planning_____________________________ 57
5.2 Axial Coding on Followers’ Expectation ______________________________ 57
5.2.1 Followers’ Expectation on Job Satisfaction ________________________ 58
5.2.2 Followers’ Expectation on Transformational Leadership _____________ 59
5.3 Open Coding on Leaders’ Expectation________________________________ 61
5.3.1 Category one: Organizational Vision _____________________________ 62
5.3.2 Category two: Business Content _________________________________ 62
5.3.3 Category three: Leaders’ Competency ____________________________ 62
5.3.4 Category four: Follower’s Competency ___________________________ 63
5.4 Axial Coding on Leaders’ Expectation _______________________________ 63
5.4.1 Core Category one: People-oriented Expectations___________________ 63
5.4.2 Core Category two: Organization-oriented Expectations______________ 64
5.5 Open Coding on Skills and Abilities _________________________________ 64
5.5.1 Category one: Planning Skill ___________________________________ 66
5.5.2 Category two: Envisioning Skill _________________________________ 67
5.5.3 Category three: The Skill of Transmitting Information________________ 68
5.5.4 Category four: Communication Skill______________________________ 68
5.5.5 Category five: The Ability of Being Empathic_______________________ 70
5.5.6 Category six: Motivation skill ___________________________________ 71
5.5.7 Category seven: The Ability of Bing Committed _____________________ 72
5.5.8 Category eight: The Skill of Employing Talents _____________________ 73
5.5.9 Category nine: Empowerment Skill_______________________________ 73
5.5.10 Category ten: Training Skill ___________________________________ 74
5.5.11 Category eleven: The Skill of Problem Solving_____________________ 75
5.5.12 Category twelve: The Skill of Optimizing Process __________________ 76
5.6 Axial Coding on Skills and Abilities _________________________________ 76
5.6.1 Core category one: Hard Skills of Transformational Leadership________ 77
5.6.2 Core category two: Soft Skills of Transformational Leadership_________ 77
5.7 Integration and Selective Coding ____________________________________ 78
6 Conclusion _________________________________________________________80
7 Future Research Directions ___________________________________________82
References ___________________________________________________________84
Appendices __________________________________________________________88

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