case alibaba integrated marketing and branding communication final exam

Question 4: Apply the GLOBE leadership dimensions to Jack Ma and explain his leadership style.. • Charismatic/Value-Based Leadership: Jack Ma''''s leadership style alignswith the charismati

Integrated Marketing and

Branding Communication

FINAL EXAM

Lecturer : NGUYEN THE CUONG

Student’s name : TRAN QUYNH TRANG

ID :

Class: IB2019D

Subject: INS3090.03

TABLE OF CONTENT

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Question 1: In your view, is Jack Ma a Chinese leader or a global leader? Explain

Jack Ma can be considered both a Chinese leader and a global leader, depending

on the context and perspective Jack Ma emerges as China's first truly global pioneer, the essence of the new China: an entrepreneur who ventures freely to work within government confines, breaking down social barriers in terms of gender, respecting men and despising women of Chinese society, building a more just society He combines Western and Eastern technology and management styles Fully aware of Chinese culture and philosophy, adding local knowledge to his platform, Jack Ma has helped Alibaba thrive in the Chinese domestic market and reach out to the international market Ma is warm, amicable, open, and valid Contrast with the conservative and strict leadership style of the old Chinese leaders Within China, Jack Ma is widely recognized as

a figure and influential landscape leader in the country's prominent business Under his leadership, Alibaba grew into a multinational conglomerate, encompassing various sectors such as e-commerce, cloud computing, digital payments, and more He became an iconic figure in China, inspiring many entrepreneurs At the same time, Jack Ma's impact extends beyond China's borders, making him a global leader in the business world Ma has participated

in globalization international conferences, forums, and initiatives, sharing his insights on technology, entrepreneurship, and initiatives

Question 2: If you were Jack Ma, write your own definition of leadership.

“Leadership is a process in which a person or persons inspire(s) and motivate(s) the people to meet the shared goals or objectives which may be changed or added as per the needs and challenges Leadership connects with the people beyond superficial or formal level, and creates a bond that motivates them to do things rather than forcing them.”

As Jack Ma, my definition of leadership would encompass several key elements:

• Creates a vision of the future: A vision is a realistic, convincing and

attractive depiction of where you want to be in the future Vision provides direction, makes priorities clear, and provides markers for success A leader should possess a clear vision of where they want to go and what they want to achieve

• Ability to inspire: No business can succeed if the leader stands alone.

Success only comes when the leader has a team of employees who are

always standing behind, sharing the same goal and the same determination To build this strong team, leaders must know how to inspire employees

• Professional knowledge for sure: Skills and experience alone are not

enough to become a good leader But to stand firmly in this position, specialized knowledge in the field is an important thing that every leader must have In addition, they must also have a deep understanding of the business, about the situation economically, political and social This knowledge will help leaders give clear directions and goals for their organizations and businesses

• Empowerment: Empowering employees is the secret to helping

managers build an excellent, well-rounded team A leader with a vision and ability is someone who knows how to balance control and empowerment, they are not the one who holds all the power in the organization, instead, they know how to share the work with others at the right person, right time A leader should foster a culture of teamwork, where diverse perspectives are valued, and individuals work together towards a common goal

• Flexibility and Continuous Learning: Leaders need to be adaptable –

learning how and when to adjust focus, and embracing change themselves A leader should be committed to continuous learning and personal growth The world is constantly evolving, and a leader must stay informed, adapt to new challenges, and embrace innovation

• Ethics and Integrity: The moral role of the leader greatly influences the

community A leader should lead by example, acting with honesty, transparency, and fairness in all interactions Ethical leadership builds trust, fosters a positive work culture, and promotes long-term sustainable success

Question 3: What situational factors contributed to Jack Ma’s success at Alibaba? Explain

Jack Ma is a successful Chinese businessman and leader He founded Alibaba Group and made it a leading e-commerce group in China and internationally Jack Ma has contributed to Alibaba's success by the following factors:

• The background of Jack Ma: He was interested in English as a child He

has a good command of English Learning English in a country as isolated from the rest of the world as China at that time gave him a forwardthinking, open-minded attitude This gave him better access to the global economic market later on Jack Ma is passionate about the Internet and he

is also knowledgeable about information technology This is the first stepping stone to establish Alibaba Group later

• Market opportunity: Alibaba was founded in 1999, when the Internet

was still in its infancy in China At that time, the use of the Internet created opportunities to reach markets and consumers in a new and convenient way Alibaba has successfully tapped the demand for online shopping and is a leader in the Chinese e-commerce market

• Jack Ma's vision: His vision has attracted millions of dollars in

international venture capitals, and he used this support to improve China's domestic e-commerce market and develop an e-commerce platform for small and medium-sized Chinese enterprises He sought an initial public offering (IPO) in the US after Hong Kong regulators blocked his efforts

In addition, he realized the need to apply culture to each market where Alibaba operates As in China, the Chinese value relationships Therefore,

Ma felt that the Taobao interface needed a personal touch, which would allow the establishment of trust between buyers and sellers who did not know each other.So, he added a real-time chat function between buyers and sellers, which allowed for transactions to become personal

• Leadership style: Jack Ma's management style is a combination of East

and West This helps him to have the best management and is suitable for China and the world Ma spent many years studying Western culture, management concepts and successful businesses, took what he needed and ignored the rest He combined that with his love and understanding of China's culture and consumption habits to create an all encompassing technology success that has quickly become China's first truly global brand He is energetic, approachable, and outspoken, and has built a culture of loyalty, participation, and fun Thus, Alibaba employees treat him like a combination of father-figure, inspirational guru, and band leader, resulting in a super-loyal and hard-working group of executives, managers, and employees He embraced a "never give up" attitude and was not deterred by early failures Jack Ma takes the maxim “the customer is always right” a step further and believes that businesses should allow customers to succeed In addition, he chose to empower employees This helps him to manage his employees well and help them bring out their full potential He chose his successor as Daniel Zhang He has been preparing for this succession plan for ten years The transformation helps Alibaba to have impressive new achievements and expand its global reach

Question 4: Apply the GLOBE leadership dimensions to Jack Ma and explain his leadership style What can we learn?

GLOBE LEADERSHIP DIMENSIONS

• Autonomous Leadership: Autonomous leadership refers to leaders who

have individualistic, independent thinking But Jack Ma emphasizes teamwork and collaboration, he also empowers individuals to take ownership and make autonomous decisions within their areas of expertise This autonomy promotes creativity, innovation, and a sense of responsibility among team members

• Charismatic/Value-Based Leadership: Jack Ma's leadership style aligns

with the charismatic/value-based dimension He possesses a strong personality, exudes confidence, and has the ability to inspire and motivate others Jack Ma’s readiness to make fun of himself His leadership style has also been described as crazy.His vision for Alibaba and his passion for entrepreneurship have attracted followers and created a sense of purpose within the organization

• Humane Leadership: The humane leadership dimension focuses on

leaders' consideration for the well-being and development of their followers Jack Ma has shown a commitment to the personal and professional growth of his employees He has advocated for work-life balance, supported initiatives for employee development, and promoted a positive work environment He is also often seen singing karaoke with employees, addresses employees in outlandish suits and colorful outfits, and holds weekend fun retreats for 15,000 employees to foster Alibaba’s cultural values

• Participative Leadership: Jack Ma exhibits participative leadership by

involving others in the decision-making process He values diverse perspectives, encourages open communication, and seeks input from his

team members By involving others in decision-making, he empowers them and leverages their expertise, fostering a sense of ownership and engagement.Although he is not good at technology and computers, he has teaching skills He knows how to teach, encourage, and inspire other people He allows his employees to take part in decision-making because

he believes that the best decisions come when everything is agreed upon

by the majority He always listens to his employees’ opinions without arrogance and encourages members in the team to present their ideas, which can help the company improve all the time This is how to use and develop human resources effectively

• Self-Protective Leadership: Self-protective leadership dimension refers

to leaders who prioritize their self-interest and focus on maintaining their own status and security It can be said that Jack Ma is not a self-centered and face-saving leader He was humorous and mocked himself This brings him closer to the staff

• Team-Oriented Leadership: Alibaba's success can be attributed to Jack

Ma's team-oriented leadership approach He emphasizes collaboration, teamwork, and building a strong organizational culture He values input from his team members, encourages participation, and fosters a sense of collective ownership This team-oriented approach has contributed to the development of a cohesive and motivated workforce He believes he cannot be successful without good team members because he is not a professional in many ways, such as technology So, he needs great people with great skills in the organization

Jack Ma's leadership style aligns strongly with charismatic/value-based, teamoriented, participative, and humane-oriented dimensions His ability to inspire, collaborate, empower, and promote the well-being of his employees has been instrumental in Alibaba's success

Question 5: Can you find evidence in the case that Ma exemplifies the application of the Pyramid model of leadership? Explain

PYRAMID MODEL OF LEADERSHIP

• System Skills: Jack Ma demonstrated strong system skills by successfully

building Alibaba into a global e-commerce giant He understood the dynamics of the online marketplace, logistics, supply chains, and payment systems, and effectively aligned them to create a comprehensive ecosystem

• Global Management Skills: Jack Ma showcased his global management

skills by expanding Alibaba's operations beyond China and establishing a strong presence in international markets He recognized the importance of global partnerships and collaborations, allowing Alibaba to enter new markets and leverage the strengths of local players

• Multicultural Competence: Jack Ma demonstrated multicultural

competence by fostering a diverse and inclusive work environment at Alibaba He recognized the value of diversity in driving innovation and encouraged collaboration across cultures within the organization

• Threshold Traits: Jack Ma possessed several threshold traits such as

selfconfidence, resilience, and a strong work ethic He faced numerous challenges and setbacks throughout his entrepreneurial journey but displayed determination and perseverance in overcoming them

• Fundamental Knowledge of Global Business: Jack Ma had a solid

understanding of global business fundamentals He recognized the potential of the internet and e-commerce in connecting businesses and consumers worldwide His strategic decisions and expansion plans were based on a thorough understanding of global market trends, consumer behavior, and competitive dynamics

Question 6: How would you compare the leadership style of Jack Ma and Daniel Zhang? What are the relative advantages and drawbacks of each style for a company like Alibaba?

The leadership styles of Jack Ma and Daniel Zhang differ in several ways:

• Vision and Innovation: Jack Ma was known for his bold vision and

innovative thinking He had a strong entrepreneurial spirit and was willing to take risks in pursuit of his vision On the other hand, Daniel Zhang focused on technological innovation and operational efficiency, prioritizing the use of data and technology to drive growth Ma managed

to put Alibaba at the top of retail in Asia Zhang's vision is for Alibaba to expand its global reach Under Zhang, Alibaba has switched from PCbased transactions to mobile, which now accounts for about 80 percent

of the entire gross merchandise volume In addition, Zhang has an impressive track record He is the mastermind behind the biggest sales bonanza on the planet - Singles’ Day Singles’ Day is now the world’s largest retail event, topping $25 billion in sales for Alibaba Zhang has also been developing the company’s New Retail concept, fusing physical retail and e-commerce

• Leadership style: Jack Ma had a charismatic leadership style, known for

his captivating speeches and ability to inspire others He was highly engaged with employees, customers, and the public, often appearing in public events and media In contrast, Daniel Zhang has a more reserved and low-key approach, focusing on effective communication within the organization and building collaborative relationships Zhang sports a

Chinese martial arts novel It literally means the “free and unfettered one”’ – possibly a reference to the character who stays out of battles, but

is great at training others

• Company Culture: Under Jack Ma's leadership, Alibaba developed a

culture that was characterized by a sense of adventure, risk-taking, and fun Ma encouraged employees to be entrepreneurial and embrace challenges Daniel Zhang, while still valuing innovation, has placed a greater emphasis

on operational excellence, efficiency, and a more structured approach to management

Jack Ma and Daniel Zhang, both prominent figures in Alibaba's history, have exhibited different leadership styles during their respective tenures Let's compare their leadership styles and examine the relative advantages and drawbacks for a company like Alibaba

Jack Ma’s leadership style:

Advantages:

• Visionary and Charismatic: Jack Ma's leadership style was characterized by his visionary thinking and charismatic personality He had a clear vision for Alibaba and the ability to inspire and motivate

others to rally behind his ideas

• Entrepreneurial Spirit: Jack Ma's entrepreneurial spirit and willingness

to take risks were instrumental in Alibaba's growth He embraced innovation and explored new business models, driving the company's

expansion into various sectors

• Emphasis on Teamwork and Culture: Jack Ma valued teamwork and

emphasized building a strong organizational culture His focus on collaboration and creating a positive work environment fostered employee

engagement and cohesion

Drawbacks:

• Less Operational Focus: Jack Ma's leadership style was more focused

on the big picture and strategic direction, sometimes leading to less emphasis on operational execution This could potentially result in

challenges in dayto-day management and operational efficiency

• Controversial Public Remarks: Jack Ma's outspoken nature and

controversial public remarks at times created regulatory and reputational challenges for Alibaba His comments on financial regulations led to

increased scrutiny from Chinese authorities

Daniel Zhang's leadership style:

Advantages:

• Strategic and Data-Driven: Daniel Zhang is known for his strategic

thinking and data-driven decision-making He emphasizes using data and analytics to drive insights and make informed strategic choices for

Alibaba

• Operational Excellence: Zhang's leadership style places a strong focus

on operational efficiency and execution He has implemented measures to streamline Alibaba's operations, improve supply chain management, and

enhance customer experience

• Global Perspective: Under Zhang's leadership, Alibaba has expanded its

global presence and pursued international partnerships, allowing the

company to tap into new markets and diversify its revenue streams

Drawbacks:

• Perceived as Less Charismatic: Compared to Jack Ma, Daniel Zhang

may be seen as less charismatic or less of a public figure This could potentially impact external perceptions of Alibaba's leadership and its

ability to inspire stakeholders