Burberry's Strategic Leadership Under Organizational Context (CMI-701)Assignment Sample

Decoding Success: The Role of Organizational Context in Strategic Leadership

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Introduction of (CMI-701)Strategic Leadership Assignment

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Task 1: Written report

This report is based on Burberry and their strategic leadership that helps to understand the impact of organizational context on the strategies of leadership. Further, it also includes a discussion about the role of a strategic leader in setting and realizing organizational goals (Kurzhals, Graf?Vlachy, and König, 2020). It will help to get more knowledge about the different strategic leadership activities within the business.

Brief about the organization

The Burberry brand strives to encourage, defend, and discover. These three ethics guide the company's behavior and culture as a brand. Thomas Burberry established Burberry in 1856 in Basingstoke, England as a shop selling men's overcoats. Burberry has always stood for elegance and sturdiness (Samimi, and et.al., 2020).

AC 1.1 The impact of organisational context on strategic leadership

The term organizational context can be defined as the business ecology measured by both external as well as internal aspect. Usually, the external factors are the communal, political, financial, technological, clients and legal. However, the internal aspects entail the overall structure of the company, culture of the company, governance, asset capabilities along with tactics. This segment of the study will highlight on both external and internal context of Burberry and how its effect its strategic leadership.

Organizational culture:

The business climate, for example, hierarchical culture is made by the initiative/chief administration/leading body of the association by giving the long-term objective, tactical path, reason for the association, setting proficient and moral norms, and arrangements across the association like uniformity, variety, incorporation, non-segregation, and so on (Alayoubi, Al Shobaki, and Abu-Naser, 2020).

Level of trust and cooperation in the workforce:

Considering the level of trust and cooperation in the employees the Burberry’s organizational context plays a very important role that directly impacts the strategic leadership of the company. For example. The nationwide culture of relaxed behaviour as well as home ground tendencies of local national workforce has been taken into consideration and the leaders have taken a major step to make strict for all the employees all over the world. In a partnership with the subsidiary stores of Burberry, the company senior administration, the holding bunch top managerial staff had chosen to change and present a redid economic plan of action across every one of the divisions of the auxiliary stores (Golensky, and Hager, 2020).


Considering the external organizational context that is the market sector of Burberry it can be said that it is one of biggest fashion retail that account for half of the UK’s market. The overall performance of the market provides a great impact over the financial performance of Burberry. The conventional perspective on an authoritative exhibition of Burberry spotlights generally on monetary performance which makes it hard to see the overextending effect of tactical headship. Since key pioneers deal with different arrangements of partners, it is critical to gauge their conduct and effect in light of the qualities they make for these different partners. The thought of value creation recommends that Burberry shouldn't just be worried about present-moment monetary performance, but rather ought to be committed to making a common incentive for society. A decent proof of this is the move of corporal administration from simply benefit expansion to the consideration of social and environmental performance pointers (the triple primary concern) (Shao, 2019).

Level of Competition:

Outer factors, for example, rivalry, full-scale financial variables, administrative issues, the most recent illustration of the unexpected Coronavirus pandemic that shut down the world economies and drove down the GDPs into negative domains, additionally affected the procedures put by associations' authority and set into high gear the steady requirement for examining routinely the elements in the authoritative setting and again re-setting techniques and directions for the development of organizations (MUNAWAROH, and et.al., 2021).

AC 1.2 The role of the strategic leader to set and realise organisational goals

The strategies ought to show a varied worth chain that designs generally key business cycles and tasks in an extraordinary manner that is challenging for contenders to copy ". This uniqueness characterizes effective key administration and the outcome of the association. Typically, The Strategic Leader characterizes, forms, and conveys authoritative reason, vision, mission, culture, and values. The Pioneer fosters the association's essential course and executes its smart course of action (Ismail, Kanesan, and Muhammad, 2018).  In addition to this, the tactical headship is characterized as "the pioneer's capacity to expect, imagine, and keep up with adaptability and to enable others to make the key change as the need should arise". "The initiative decides key choices. It distinguishes, accomplishes, and keeps up with an upper hand (Kowo, and Akinbola, 2019).

The previously mentioned capabilities and obligations of the essential chief shape the association and recognize it from the opposition or different organizations and characterize its uniqueness as pioneers liable for procedure advancement considering the setting where the business works and factors (both outer and inward) influencing the association and its partners (Asif, 2020).

Also, the role of the strategic leader and the degree and extent to which they set and realise goals are listed in detail below:

  1. Within Burberry it has been identified that the strategic leaders play a huge role in developing the tactical direction of the company by executing different plans like employee engagement, customer satisfaction and overall employee development.
  2. Secondly, it has also been identified that the strategic leaders help in developing the Burberry’s tactical objectives by determining various external and internal business aspects like threats, monetary, brand as well as lawful administration. This process helps the manager in maintaining the cutthroat benefit amongst its contenders.
  3. Also, the role of a strategic leader is not just restricted achieving the tactical goals it is more than that. For example, within Burberry it has been noticed that strategic leaders not only lead the company morally and lawfully but also, they go with the management and corporal governance that help them in achieving the tactical objectives.
  4. Last but not the least the strategic leaders also play the role of creating a business ecology for innovation and creativity in the company by assorting as well as applying process and ways to assist the change that finally helps in attainment of the strategic goals.

Also the role of the strategic leader to set and realise organisational goals using some exmaples too. For example being a bnewly recruited emigrant CEO of a new brach in Burberry the CEO needed to deal with an alternate fashion as well as a business social network instead of a social shock, than what the CEO  was used to in his nation of origin. For the Chief to lead and direct such a personally exceptional business recommendation setting needed an essentially imaginative hierarchical administration and coming up with a methodology tweaked to the youthful fashion in a generally settled and developed fashion street area. In that case, The President of Burberry chose an asset-based perspective of the company and thought up a hierarchical methodology to smooth out tasks, adjusting it to the holding gathering's business structure, decisively arranging as a hierarchical construction, starting with the chief supervisory group of which he was the executive. The hierarchical objectives were to cut itself with market notoriety as a particular international fashion brand dishing up a specialty market and vigorously focused on fast fashion as well as prosperity administrtaion. This arranged as well as the expected hierarchical technique was overturned when the host nation's fashion brand controller assigned this international fashion brand to a nearby fashion brand comparable to the greatest neighborhood fashion brand in the country like Louis Vuitton and Marks and Spensers. This dynamic out of nowhere transformed the level battleground of the brand as this outside factor colossally affected the company's attractiveness and thus, the Chief needed to re-plan the entire plan of action and successfully re-put forth new authoritative objectives (Ameen, and Matrood, 2022). 

Convincingly, this assignment impelled the company into the fast fashion rivalry. The President notified the board concerning the new rising proposed technique in order that course and direction of the business are in accordance with the assumptions of the board thinking about the bank's possibilities and viewpoint. The President embraced a groundbreaking and steady change in the plan of action with a center reason and mission of serving both fast fashion and branded fashion, retail store portions and divided the association into segments gaining practical experience in open area funding, abundance the board mastery and depository tasks and so on. The Chief distinguished the drivers of progress and started better approaches for working across the cycles, individuals, and business sections with accentuation on economical strategic policies, strategically pitching and cross-referring to the clients, for adjusting various necessities of the recognized customers and people. A mentality of imagination, change, development with constant upgrades in processes, hierarchical culture, and moral and lawful approaches to managing deals, was taught into the work culture of Burberry by picturing composed statements of purpose in computerized organizations, for example, Drove show walls of the store, on the representative workstations, in the break regions, and so on and the Chief expressly driving municipal events and get-togethers to construct trust and compatibility, mentor and guide the workers into taking on the brand's moral qualities, mission and in particular the vision of the Burberry. The predefined "one of the jobs of key pioneers is applying frameworks remembering to figure out intricacy", similarly, the President adopted an all-encompassing strategy to intricacies all in all and grew new vital hierarchical objectives for huge and significant groundbreaking change. Furthermore, Belbin (Belbin, 1981) recognized "the job of the essential chief as driving people and groups with influence", the equivalent could be suggested for this Burberry's President in making a colossal effect and developing the business into what it is in the present-day.


From the above discussion, it can be concluded that the strategic leadership implementation at Burberry is considered a crucial part of the business. It helps to understand the different criteria of the business and motivate employees towards accepting the new policies and standards for bringing the changes in the business. There is a huge role for strategic leadership at Burberry where the different people play a different role in the development and growth of the business. It shows a different side of leadership values within the business and they are able to create a valuable impact on others as well.

Task 2 a: Written account

Introduction Of Recognizing Basic Headship Behaviour And Capabilities Needed For Viability Characterizes What Abilities Pioneers Require.

The tactical pioneers ought to be competent enough to use ways of behaving in addition to abilities to accomplish targets in a very much thought-about manner. Thus one of the main notions behind conducting this study is for pioneers to prove how they might interpret the authority's ways of behaving in addition to abilities expected to convey key objectives. Pioneers will likewise be offered the chance to consider how the standards of key authority can be applied to answer complex authoritative difficulties

General understanding of the concept

The tactical pioneers should have the option to speak with clearness. They should have the option to communicate the hierarchical vision such that individuals might comprehend it. . Key pioneers think prior to acting or talking in addition to ought to control impulsive ways of behaving that could occupy or hurt their group (Davies 2008). Strategic leadership in that case can be defined as the skills to perused people to willingly create settlements that help in enhancing the chances for the company’s long-haul development although upholding the short-haul monetary constancy.  It is also a true fact that a strategic objectives are properly delivered only when the leaders shows proper headship attitudes as well as competency in their own job (Mjaku 2020).

AC 2.1 The leadership behaviours and skills required to deliver strategic goals

Influential headship behaviour in addition to traits are fundamental for the progress of any association. A lot of studies indicate that immediate pioneers bear the biggest effect on their associations. Gallup expresses that considering the transformational leadership trait it has been seen that 70% of representative commitment is because of this "Leaders Behavioural Impact." Other investigations show that 50 to 70% of worker impression of their working environment is because of their ways of behaving and the activities of their pioneers. From worker commitment to the work environment, numerous factors pivot upon the leaders. As a result, it is very important for organizations to have a leader who possesses proper leadership behaviour along with leadership styles. Also, each powerful pioneer has a convincing long-term perspective that draws the attention of others. This long-term perspective is frequently inventive and it ought to mean to drive the association forward (Keefe,Paul O' 2017).

Inside an association, recognizing basic headship behaviour and capabilities needed for viability characterizes what abilities pioneers require. As per Katz (1955), an expert can be characterized as "a capacity that might be created, not really characteristic, and which is appeared in execution, not just potential". Likewise, Nahavandi (2000) characterized expertise as "a gained ability that an individual creates connected with a particular undertaking" and distinguished three classes of abilities required by pioneers who are: specialized abilities, human abilities, in addition to reasonable abilities. Every ability is fundamental for effective pioneers to have, however how much every expertise might fluctuate relying upon the situation inside the hierarchical order. Specialized abilities are more significant at the lower levels of the organization (Moore 2004). However, a tactical objective can be defined as a long haul, a huge-picture objective for a business, as opposed to a momentary strategy that resolves an on-going issue or challenge. Application of proper strategic objectives assists the business with further developing the manner in which it works and putting forth new objectives, rather than objectives that basically improve or fix what the organization is now doing (Kabeyi 2019).

It can be said the leadership behaviours as well as skills in addition to strategic goals are dependent on each other due to the reason that with having a proper leadership behaviours in addition to skills the managers able to achieve the strategic goals in the long run. Before going deep into the study it will be important to know what sort of leadership behaviour and skills are needed by leaders that will help them in achieving the tactical goals.

  1. The first important behaviour in addition to traits that a leader need is to have a complete knowledge on how to follow ethical approaches to leadership that helps in delivering the strategic goals. The ethical approaches to leadership usually says that a pioneer who possess ethical conduct got focal point on having proper interaction that will be trustworthy as well as lucid with every individual within the company. Maintaining proper ethical behaviour also helps in reliably job demonstrating excellent way of behaving to inside as well as outer partners (Kapur 2018).
  2. The second leadership behaviour skill which needs to deliver the strategic goals is having the ability to engender empowerment. Producing empowerment usually eludes to entails the group within a team discussion to discuss their viewpoints as well as to provide them participating function which uses in skills as well as judgemental capabilities. This helps in increasing their sense of both group value as well as obligation of the company that directly assist in delivering the strategic goals(Kim 2018).
  3. The third leadership behaviour and skills that is important to possess by a leader in delivering the strategic goals is having the trait of communicating with proper impact. Communicating with impact usually shows that a leader must deploy their own existence as well as narrative skills to frame as well as translate the long term objectives within functional tactics that will help in demonstrating the lucidity in thinking in addition to deploys motivational interaction with the team to deliver tactical objectives (Dr Luthra 2015).
  4. The fourth important leadership behaviour in addition to skills is that is needed by a leader to deliver strategic goals is having the capability of building confidence in other people as well as facilitate people to accept risk. Creating confidence in other team members helps in delegating the work effectually that additionally assist in comprehending the move towards to facilitating mental health as well as happiness. Delivering strategic goals is not an easy task as well as only having leadership skills is not just the way to deal with it rather leaders need to possess those kinds of leadership skills which they will help to transfer to their followers also who will work together in delivering the tactical goals (Keefe,Paul O' 2017).
  5. An uplifting outlook is infectious. In the event that the group is driven as well as encircled by blissful and constructive individuals, they will work harder and be more joyful themselves from which they will get zeal to attain the set objective by their leaders. A positive behaviour of the leaders might help in taking numerous structures in the working environment which leads to better organizational performances. Obviously, there ought to be a harmony between play time and useful time, yet put forth a valiant effort to make a positive, strong climate during the typical business day.

Now this point can also be explained by using two important leadership theories which are transformational leadership theory in addition to ethical leadership theory.

Transformational Leadership Theory and strategic goals

Transformational leadership is characterized as an administration approach that brings about a transformation in people as well as in communal frameworks. In its ideal structure, transformational leadership helps in creating significant in addition to constructive transformation in the supporters with the ultimate objective of creating adherents into pioneers that finally helps the leaders in delivering strategic goals. Although driving through objectives is generally connected with an errand situated headship trait, the current work connects objective setting to transformational authority. It is also a true fact that the definition of objectives has been centralized to be one of the main jobs of pioneers; objectives and authority have normally been considered from two moderately autonomous examination viewpoints (Steinmann 2018). Transformational leadership persuades the followers to invest in authoritative targets and to acknowledge execution results, which surpass past assumptions. As per Bass (1985), pioneers achieve this course of spurring and changing adherents that helps in delivering the strategic goals by

  1. Uplifting their familiarity with the significance and worth of assigned objectives,
  2. Empowering them to rise above personal circumstances to bring about some benefit for the association or group, and
  3. Enacting their higher request needs transformational leaders to articulate a rousing vision and go about as good examples in accomplishing the long-term strategic objectives (Korejan 2016).

All the more explicitly, transformation leaders like Steve Jobs and Jeff Bezos are preferably impacted leaders because of their outstanding mystique and brief devotees to actually relate to them. In light of this profound connection, both these leaders impart inside devotees the craving to imitate their chiefs in addition to subsequently become supporters' good examples. TLs imagine an engaging future objective state for their group or the whole association in addition to express trust in supporters' capacities to accomplish as well as deliver the strategic goals (Khan 2020). So, from the overall discussion it can be said that transformational leadership theory helps in not only setting a proper example in front of the leadership but overall it helps in attainment as well as delivery of strategic goals within the organization too (Korejan 2016).

Ethical leadership theory and strategic goals

The ethical headship hypothesis is an initiative that is coordinated with regard for moral convictions as well as values in addition to for the pride in addition to privileges of others. It is consequently connected with ideas like trust, genuineness, thought, magnetism, and decency. Morals are concerned about the sorts of values as well as ethics an individual or a general public sees as attractive or proper. Moreover, morals are worried about the righteousness of people in addition to their thought processes. A pioneer's decisions are likewise impacted by their ethical turn of events. Just like transformational leadership ethical leadership also helps in delivering strategic leadership. With the help of ethical leadership leaders might advance representative commitment, increment efficiency and upgrade brand notoriety. Leaders that participate in the moral way of behaving can draw in client dependability by remaining consistent with their statements of purpose and authoritative qualities that directly helps in delivering the strategic goals. A lot of studies also suggested that strategic goals are delivered by the leaders only when they follow proper ethics within their leadership style. Here ethics does not only denote maintaining decorum within the entire organization but also maintaining decorum while leading the followers (Bazerman,Max H. 2020). Ethical leadership is that kind of leadership that is created by means of rules that impacts adherents. Pioneers lead by means of decisions created in the midst of moral development improving qualities, pride, reasonableness, respectability, charm, and advancement devoid of endangering how other people should act. The fundamental objective of the head of any association is to impact the participation to accomplish objectives and in the long run achieve the vision of the association and also to deliver the tactical objectives. Moral Leadership implies what is ethically great or thought about ethically right; consequently, teleological initiative morals are a pioneers activity with no inherent moral status while deontological administration morals consider pioneers' activities to have inborn moral status. Also with the help of ethical headship leaders becomes capable enough to reinforce the moral ways of behaving of representatives by applying good examples and setting award and discipline instruments, laying out top-notch pioneer part trade associations with workers, giving representatives support, care, trust, and assets, and drive representatives to remunerate positive which directly leads to the successful delivery of strategic goals (Zigarmi, D 2020).


So, from the overall study it can be concluded that leaders and their leadership behaviour and skills plays a very pivotal role in delivery of strategic objectives. It has been pointed out in the study that in order to possess proper leadership behaviours leaders need to have possess some of the basic leadership theory that altogether assist in attainment of the company objectives and finally lead to successful delivery of strategic goals.

Task 2B: Reflective Account

Introduction technological and economical climate of the industry is constantly changing

The importance of strategic leadership is not unknown to any firm. Strategic leadership can help a firm overcome a number of issues. Strategic leadership in simple words can be referred to as a practice that is performed by the executives of a firm, especially those who are at a level of management. This practice allows leaders to develop visions in order to combat with risks, make strategic plans and also compete in the market as a whole. In the present situation where the technological and economical climate of the industry is constantly changing, it is extremely important that firms undertake an effective leadership style.

Main Body

Organisational Change

Organisational change in an organisation is referred to as a change that is being implemented within an organisation that might have the potential to alter the strategic processing or operations of the firm. Organisational change can also be described in a way where the organisation is going a deduction of a part of the organisation for its strategic benefit. Indeed, organisational change is a drastic transformation in the processing of the organisation so much so that if not handled properly it can have devastating effects to the firm. The firm might face issues such as high employee turnover, customer dissatisfaction (if it is a consumer goods brand), direct impact of net profit and so on. A strategic leadership style in the case of such a drastic change allows the organisation to stay in track and reduce the damage or potential for damage to minimum. Vibrant examples of organisational change include, top management change, mergers and acquisitions, restructure, reorganisation and so on(Mansaray 2019).

Any kind of change is not readily welcomed by all in an organisation. For example as explained in the previous paragraph, organisational change can mean the complete eradication of a particular department within a firm, the reasons attributed to it are numerous, the department might be not component enough, it might be taking up too much of the company budget or simply it has lost its importance. This will not be taken very sporting manner within the company; many employees might be afraid of losing their jobs and hence resisting the change. Ineffective leadership will further cause commotion in the firm where the firm might even go to the extent of being diverted from their goals and aims. For example, in the case of Burberry, one of the main challenges of the firm remain their aspect of internationalisation. Burberry is still not readily accepted in many third world countries such as India and China. These are huge markets which the firm is still not being able to exploit. The attribution of Britishness is a huge barrier of the firm to penetrate into these markets. Internally speaking, the firm faces challenges like exclusion of long-term growth and profits through obsession with large scale sales. Lack of strategy and a huge number of parallel distribution channels. This does not allow the firm to focus on a particular aspect and improve it.

The primary role of strategic leadership in this case to develop a smooth transitioning process between the pre and post change scenarios. An able leader will avoid commotion and exercise their leadership skills and power in this case. This will involve explanation of the requirement of the change to the employees and how will it benefit the firm as well as them. It is natural psychology that inclusiveness drives attention. When the leader is speaking in a way where the employees are included in the scenario no matter what, the interest of the employees will also amplify.

Burberry has a number of competitors like Hilfiger, Gucci, Armani and so on. Although all of them are bug brands, but Burberry has been in the market for more than 125 years and has established a strong hold over its customers and hence, though the firm has a huge competitive range, the effect of competition on the firm is not very severe.

Severe organisational changes took place within the firm when the trend of neo-luxury kicked in the fashion industry where luxury brands had to increase their production to spread its horizon to a greater number of customers. The aspect of fast fashion too contributed towards certain changes.   

It is important to understand in this case that strategic leadership is something that might lead to organisational change. An able leadership style is something that might foresee the requirement of an organisational change. The plan of action or the way of solution that the leader choses in order to establish a change in the organisation is called a change management theory, it is an integral part of strategic leadership. There are many types of strategic leadership or in this case change management models that leaders may employ in this case. Two models which I feel are the most successful in organisational management are being explained as follows: 

Action Research Model: there are two portions of this model, first is the change of behaviour between the employee and the leader which is quite normal. The leader in this case helps the employee understand the changes that are being implemented within the company and the reasons attributed to it. The leader furthermore helps the employee undergo a comprehensive training process in order to help them get accustomed with the change. The stage of this model is where the leader applies different theories in different situations to understand the effectiveness of the change that is being implemented in the organisation. It is the job of a leader to carefully investigate and understand the effectiveness of the change that has been implemented in the organisation, if the change is not being implemented properly, the leader needs to find the loopholes within the system and fix them as soon as possible.    

Lewin’s Model: Lewin’s model or theory involves three steps in the change management process of an organisation. The first step is the unfreezing of the existing process, this step includes the identification of the issue and requirement for change. The second step includes, the introduction of an effective intervention where the leader(s) of the firm proposes a solution and finally, the third step is the refreezing of the situation where the plan is made and is implemented is a successful way so that it benefits the organisation. The job of an able leader in this case is the careful categorisation of these three processes and the swift line of action within these three processes in order to avoid commotion and confusion(Vera et al., 2022).  

Technological Change

It is needless to say that technological innovation is a massive portion of any kind of organisational change. The present times are witnessing industry 4.0. Industry 4.0 is the fourth industrial revolution in the field of mass production and manufacturing. In other words, it is now this industry that is turning all physical operations into virtual. Any technological change and its occurrence in a recurring manner is essential for the mere sustenance of a firm due to the uber-competitive market of the present times. Since virtual operations through machines are much more efficient and are capable of multitasking hence many firms are now undertaking these ways of operations. There are primarily two issues that have arisen in this case; first is the issue of closing down of multiple departments. Since technological innovation allows firms to multitask, many additional departments have now been rendered useless. Companies in order to save costs are now closing down departments so that multiple operations can fit under one umbrella. Secondly, the rapid innovation in almost all industries have allowed firms to progress in many sectors however the pace with which it has to move is beyond imaginable. Firms have become more ruthless than ever. People who cannot keep up with this ever-changing technology are immediately removed.

This is where an effective leadership strategy comes in use where the change that is being implemented in the company is not only implemented smoothly but also in a manner where the employees are not treated ruthlessly. The most tactical change management system in this case will be a process where employees are trained in a manner where they can be used to the technological changes that are being implemented within the company. In this case a coaching style of leadership will be the most effective. A coaching style of leadership is where the leader helps in the development of the personal goals of the employee along with the organisation goals. This helps the employee retain interest in the firm and helps it to oversee its personal benefits and focus on the cumulative progress of the firm, as it is the same that it is receiving from the other side(Samimi et al., 2020).

Burberry has kept up with their technological forwardness through a variety of ways. The pandemic firstly led to massive technological changes in the firm. The virtual presence of the firm increased to almost 30 percent, however due to a number of parallel distribution methods, the delivery approach of the firm has been under speculation. Firms like Mulberry, Chanel and Prada have time and again criticised Burberry for this aspect. However their technological development and customised use of AI have not been brought under much speculation.

The coaching style of leadership can be employed during an organisational change such as a major technological change in the firm, in more micro situations this style can be used where a new member has joined the team. It is important to remember in this case that coaching style of leadership is not a one-way process but a two way one. It can only be used when the person in front (the employee) is making honest efforts in order to receive the coaching and is trying to develop itself in order to accustom itself with the changes of the firm.

Coaching style of leadership does not only include formal training, in the case taken here, only training the employee in the operation and handling of the software will not be effective or be partially effective(Kurzhals et al., 2020). The leader here needs to make sure that the coaching is wholesome in nature so much so that the employee understands the requirement of the change and what will be the benefits of it and furthermore how it will personally benefit from the coaching also stands to be a major process of the receipt of the mentorship.      

Leadership and Change Management

Burberry’s leadership structure focuses more on the ability of an individual rather than its position in the firm. For example, Marco Gobbetti refused the position of CEO to retain his career as the creative head of Burberry. This is decision was heavily criticised by the market as Gobbetti was considered solely responsible for a 32 percent hike in the revenue of the firm. However, he wished to retain himself as the creative head as that is where he found comfort and semblance for the firm. Though this leadership policy, Burberry aims to achieve a true luxury positioning in the market that will be compatible to the market trends as well as customer requirement.  

Change management in Burberry takes place in primarily three phrases; Knowledge formulation phrase, Strategy implementation phrase and Status evaluation phrase. The effective implementation of an efficient change management system relies on the strict following of these phases. The firm has been up to date with the changes in the industry for a long time; be it the introduction of neo-luxury, development of fast fashion or the belligerent blows of covid 19.    

Application of Strategic Leadership in Complex Organisational Challenges

An able leader should understand the importance of strategic leadership. A strategic leadership method aims to set out the core values, missions and vision of the firm and also identify potential threats to the firm in the future. The leader carriers the responsibility of understanding what kind of leadership will be prudent for the given organisation. The core values pf the firm dictates the type of leadership, according to which the employees of the firm are supposed to work. Complex organisational challenges are very common in any big scale firm. In strategic leadership, the management or the leaders of the firm use specific and distinguished methods to deal with each problem that arises in the firm. Leaders in such cases understand that each issue is unique on its own and needs a customised form of management technique that is strategically crafted to benefit the cause of the firm(Samimi et al., 2020).

In this increasingly paced volatile environment of economical and technological changes in the business world, a strategic leader uses its vision to identify potential threats and opportunities in the firm that ultimately leads to motivation of the present employees and hence overall contributing to the success of the firm.

The primary objectives of strategic leadership are:

  • To influence employees to be productive and independent
  • Cultivate an environment that promotes innovation
  • Boost strategic productivity
  • Boost streamline process

All of these objectives rigorously help the organisation to solve complex issues that are persisting or contain the potential to rise in the future. The analytical perspective of such strategic leaders allows the firm to be more ready for upcoming challenges and combat during risky situations as whole.  

Complex issues in organisations can come in many forms such as a risky project, internal employee disagreement, conflict between teams, conflict between partners, requirements for mergers and the complications arisen due to the same and so on. A strategic leader should be dealing with all of these issues making customised plans for effective solutions to the given problem.   

A very vibrant example of excellent strategic leadership is actually eradicating the space between the employees and the upper management. The employees are the working force of any firm and their satisfaction and efficiency should be at the top of the priority list of any firm. Tim Cook has been awarded with recognition of one of the best strategic leaders, this obviously is in contrast with his predecessor Steve Jobs. The leadership technique of Cook has allowed Apple to be the first firm to enter the 1 trillion club of revenue. Organisational issues at Apple such as severe control over creativity and over burden of work along with limited space to think was creating an innovation block in the firm, this was heftily resolved by a democratic leadership technique of Cook that was in severe contrast with the autocratic mode of leadership that was followed by Jobs. Many claim that his inexplicable obsession of controlling everything is what created an innovative block in the firm and after a point the firm came to a stagnant position(Birasnav, M. and Bienstock, J., 2019.).    


To conclude, I personally feel that the strategic leadership styles cannot be categorised into heterogenous sections. Doing so, only limits the potential of the leadership strategy. An able should be able to adapt to any given situation at any given time, perform a concrete and wholesome analysis on it and present the organisation with an answer and a solution to the identified issue. The way the organisation moves towards the solution under the guidance of the leader in a swift manner will constitute the expertise of the leader and its leadership skills.              


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