"Analyzing the OrganizationalChanges with the Role ofLeadership: Case Study of AmazonName:Word Count: 8743 2AbstractThis research work will be discussing Amazon’s organizational culture and leadership. Itdiscusses Amazon’s ineffective organizational culture where employees were initiallypressurized to work hard for meeting the unrealistic goals. Though Amazon has become one ofthe leading e-commerce organizations and having its operations across the various countries ofthe world, it had a hard and tiring culture. Moreover, employees were not given any benefits andcompensations that also led to low productivity as well as high leaving rate of employees. Theytend to find better organizations where they will have motivating and inspiring leaders toencourage them to work hard. A good an emphatic leadership wins the hearts of the employeeswhere they can share their problems and get solutions to the same. Along with this, it is alsoimportant that when an organization is operating globally, a mixed cultural approach andflexibility should be present within the organization. In addition to this, the research work also focuses on the process of change in Amazon alongwith the role of each of the stakeholders. It discussed regarding the obstructions and barriersfaced by the top officials at the initial level of organizational cultural change. It was because topofficials believed that autocratic leadership and tough culture within an organization would giveback huge returns and profit to the organization. On the contrary, it showed that employees hadto the tendency to leave and were suffocated with the culture that created unnecessary pressuresand bad relationship within employees. It also created a bad impression on Government as wellas a customer that is likely to affect its sale and revenue generation. Kotter’s organizationalprocess is discussed in context to Amazon’s cultural change process. It helped in understandingthe process and outcomes of this change and its impact on the overall organizational internal andexternal stakeholders. Qualitative research is also followed in this research context. 3Table of ContentsAbstract ...................................................................................................................................... 21 Chapter 1: Introduction ...................................................................................................... 61.1 Introduction ................................................................................................................. 61.2 Research Rationale ...................................................................................................... 61.2.1) Reasons behind Organizational Change in Amazon ................................................ 71.3 Research Questions ..................................................................................................... 71.4 Research Aim .............................................................................................................. 81.5 Research Objectives .................................................................................................... 81.6 Research Structure....................................................................................................... 82 Chapter 2: Literature Review ........................................................................................... 102.1 Introduction ............................................................................................................... 102.2 Change Management ................................................................................................. 102.3 Importance and Advantages of Change Management ............................................... 112.4 Challenges of Changing Organizational Culture ...................................................... 122.5 Disadvantages of Change Management .................................................................... 142.6 Role of Leadership in Organization Change ............................................................. 142.7 Summary ................................................................................................................... 163 Chapter 3: Research Methodology................................................................................... 173.1 Introduction ............................................................................................................... 173.2 Research Philosophy ................................................................................................. 173.2.1 Justification of Chosen Philosophy .................................................................... 173.3 Research Approach .................................................................................................... 18 43.3.1 Justification of Chosen Approach ...................................................................... 183.4 Data Sources .............................................................................................................. 183.5 Data Techniques ........................................................................................................ 183.6 Ethical Considerations............................................................................................... 193.7 Research Limitations ................................................................................................. 193.8 Summary ................................................................................................................... 194 Chapter 4: Case Study Analysis ....................................................................................... 214.1 Background of the Organization ............................................................................... 214.2 Qualitative Analysis regarding Organizational Change and Leadership .................. 214.2.1 Reasons and purpose of change ......................................................................... 214.2.2 Involved stakeholders and their roles in organizational change process ........... 234.2.3 Process of change ............................................................................................... 244.2.4 Organizational context and its impact on change .............................................. 254.2.5 Evaluation of outcome of changes ..................................................................... 264.3 Summary ................................................................................................................... 285 Chapter 5: Discussion ...................................................................................................... 295.1 Introduction ............................................................................................................... 295.2 Organization Change and Leadership ....................................................................... 295.2.1 Role of Leadership in Amazon’s Organizational Cultural Change .................... 295.2.2 Challenges of Changing Organizational Culture in Amazon ............................. 315.3 Summary ................................................................................................................... 326 Chapter 6: Conclusion...................................................................................................... 336.1 Overall Conclusion .................................................................................................... 33 56.2 Future Work ............................................................................................................... 347 References ........................................................................................................................ 3561 Chapter 1: Introduction1.1 IntroductionTo keep pace with globalization and dynamic market environment, organizational changeis increasing for exploring opportunities leading to growth and development of an organization.According to the opinion and outlook of Alvesson and Sveningsson (2015), the culture within anorganization is an important aspect that helps in making the workforce and stakeholders boundby rules and regulations. Change in culture is important as it helps in providing the organizationa strong competitive advantage over its competitors and new entries. Leadership plays animportant role in leading the workforce towards a positive direction. Challenges and obstructionsare faced from the internal and external stakeholders of the organization that has to be mitigatedand transformed into constructive and optimism (Anderson, 2013). This study will be dealing with change management of Amazon. Previously, theorganization used to follow autocratic leadership in the workplace. In this assignment it will bediscussed regarding the evolvement of change, the causes of the change, the benefits of thischange and difficulties faced by the organization while changing management will also bediscussed.It is also discussed about the changes that should be made in leadership; and henceparticipative leadership should be followed by boosting up employee’s morale values. Thisleadership also helps to retain them. These are the specific changes needed in the organizations,and this paper will discuss accordingly.1.2 Research RationaleThis research will be vividly discussing the role and responsibility of leaders playing whilechanges are made in an organization. In Amazon, leadership plays an essential role in motivatingemployees and workers for better productivity. As stated by Carter et al. (2013), Changes inAmazon are also molded towards positivity by the leaders to increase the employees’enthusiasm. It can be achieved through the presence of strong and collegial leaders in Amazon.Even more, organizational changes that are controlled by leaders also take into account the 7satisfaction level of customers along with improved services.Moreover, this research's underlying principle also analyses several challenges thatorganization has to face due to changes. The challenges that the organization faced is due toemployees are already accustomed to Amazon's previous culture. So, changes bring fear amongthe employees about the new implementation of rules regulations and technologies. Benn et al.(2014) have suggested that it, therefore, automatically brings an attitude of protest among theemployees. The behavior and attitude of people have to be changed, and organizational interestand personal interest should collaborate for better organizational progress and long-term growth.1.2.1) Reasons behind Organizational Change in AmazonThe reasons behind organizational change in Amazon happened due to low employeeretention rate, employee hardships and to keep the organization competitive with changingenvironment. As mentioned by Shanafelt et al. (2015), in Amazon, organizational culture wastoo autocratic and tiring at the same time. Jeff Bezos, the founder and CEO of Amazonwas infavor of following autocratic leadership. In this type of leadership, decisions were taken bythe higherauthorities and the problems of employees were overlooked. Employees werebound to work long hours even after their shifts and in holidays and weekends to meet theunrealistic goals set by the top management. So, the employees had a tendency to leaveAmazon and join other organizations with better options, resulting in low retention rate ofemployees. Moreover, with the approach of friendly culture prevailing in several otherorganizations, Amazon also thought of makingorganizational change. Klettner et al. (2016)commented that it is done for staying into competition in this cut-throat competitive marketand to improve its productivity and increase its employee retention rate. This change helpedAmazon in integrating its strategies with the human resource that helped in making changeswithin Amazon’s organizational culture. 1.3 Research Questions• What role should the leaders of Amazon play in managing organizational change? 8• What impact does leadership have on Amazon and its employees in organizationalchange?• What are the challenges Amazon face due to changing the organizational culture?1.4 Research AimThe research aim is:? To analyze the role of leadership in Amazon to cope up with organizational changes ? To analyze the challenges that Amazon has faced due to the cultural change 1.5 Research ObjectivesThe research objective areas follow:• To understand the importance of having leadership in Amazon• To understand the role of organizational leaders in Amazon’s organizational change• To analyze challenges faced by Amazon in changing culture• To recognize the importance and essentiality of change in Amazon’s organizationalculture1.6 Research StructureChapter 1: Introduction: This chapter deals with research rationale, research aim, questions,and objectives.Chapter 2: Literature Review: This chapter will be discussing change management along withits importance and advantages and the disadvantages of the same. It also discusses the role ofleadership in organizational change and the challenges Amazon has to face due to organizationalchallenges. Chapter 3: Research Methodology: This chapter will be discussing the research philosophy,approach, data sources, techniques along with ethics adopted and limitations of the research. 9Chapter 4: Case Study Analysis: In this chapter, the background of Amazon is discussed alongwith qualitative research.Chapter 5: Discussions: This section discusses the reasons for organizational changes, itspurpose process of change, and its outcome, impact and stakeholders role in this change. It alsodiscusses organizational culture and role of leadership in organizational change. Chapter 6: Conclusion and Recommendations: This section deals with recommendations forfuture change and future work. 102 Chapter 2: Literature Review2.1 IntroductionFullan (2014) commented that both leadership and culture in an organization are integralparts and are interlinked with one another. A good leader tries to sustain a good and positiveculture within an organization for organizational growth, success, and development. It is becauseleaders have a clear vision and mission that it transmits to its followers for a better organizationalculture. Through innovative approach, knowledge, and expertise, a leader has a clearunderstanding of the importance of cultural and structural change in an organization (Ashkenas,et al., 2015). While changing an organization culture, employees oppose the idea as they arealready accustomed to the previous layout. But, organization's cultural changes are essential forcoping up with the changed and dynamic environment and increasing competition.This section of the research will be discussing the role of leadership in organizationalchange as well as challenges faced by an organization while changing its culture. It alsodiscusses change management along with importance and advantages of it in an organization.Moreover, disadvantages of change management in an organization will also be discussed.2.2 Change ManagementChange in an organization is a transitional phase from its present state to its preferredfuture state. According to the point of the viewpoint of Cameron and Green (2015), managementof organizational change focuses towards planning as well as the sensible implementation ofchanges in an organization with minimum resistance from employees. The changes should berealistic, measurable and achievable that makes the organization easy to implement andemployees also find it relevant in adopting it. As commented by Curran and Saguy (2013), whilean organization makes changes in an organization's rules, regulations, and culture, it also entailsin meeting personal goals of an organization. It also explains a complex relationship between theorganization and its employees. It even consults with managers and leaders regarding the areasthose are weak and lacks competition and therefore need to be changed accordingly. Regular "