Leadership is the art of motivating a group of people to act toward achieving a common goal. In this presentation lets see how the leadership very important to success in the international markets. MUTAZ

1. Business Administration
International Marketing-MAN565
Chapter 17 Leadership, Organization and
Corporate Social Responsibility
Spring semester 2019 – 2020
PhD Figen Öcal
Student Name : MUTAZ MUAZ #193001271

2. MUTAZ MUAZ

3. Agenda
The aim of the presentation.
Identifying the concept of leadership.
Why leadership is important for international
marketing and todays world and examples?
How leadership is important for organizations to go
global ?
Leadership with the Organizations and CSR.
Leadership

4. My targets in this
presentation to analysis the
leadership with the
international marketing with
a new image ,and without
repeating the subject from
the books.

5.  Connect leadership
with chapter 17 and
international marketing.
 Examples for leaders
those success in
international marketing.

6.  will know about Risks can
be faced by the CEO .
 How important
leadership for international
marketing.

7.  What the related between
Leaders and Global
organization structure
 What the related between
Leaders and CSR.

8. No one can deny that in today's world Opening borders,
opening Internet, opening communication between
countries, and easy access to the consumers in all countries
of the world have pushed the companies to the
international marketing.
From here appear the importance of the role of corporate
leaders to enter to the international markets, for making
money ,profits, and increase the investments.

9. • Global companies leaders - Chief executive
officer- (CEO) facing strong competitors , price
wars ,quality wars ,in addition the digital
revolution has created Global electronic
markets places (1).
(1)Global Marketing ,WarrenJ.keegan,Mark C.Green,eight edition,2015,P506.
Identify the Leadership

10. • The importance of leadership increasing year by year
in the business world(1) ,and become more Globally,
more competitive and more volatile.(2)
• The CEO - as a top leader in the firm – has the
authority and the power to make the correct decision
and act quickly to go globally (3).
(1)-Leadership in Organizations David I. Bertocci P 3.
(2)-In the next slides will see examples how some leaders improve their organization and
change the income in their organization from negative to positive profit.
(3)-Leadership in Organizations David I. Bertocci P 3.
Identify the Leadership

11. There are many definitions for the leadership Some
writers define the leadership “the art of motivating a
group of people to act toward achieving a common
goal”.(1)
(1) By Susan Ward - www.thebalancesmb.com/leadership-definition-2948275
LeadershipIdentify the Leadership

12. • My Opinion: (1)
The leadership is the ability or the power
to drive teamwork via risky to achieve a
goal or an ambition.
(1)My Opinion is the results of 15 years experience in retail industry and supply chain
companies.
LeadershipIdentify the Leadership

13. • My Opinion:
• In my Opinion the leadership is
represented as the champion who
want to jump from the top to the pool
He/she is facing risky to arrive the pool
(goal).(1)
(1) So if he/she fail to achieve the target, the Business will fail
Such as the jumper in the picture will die.so true leader will
success always there is no chance to make mistake.
LeadershipIdentify the Leadership

14. • When we want to talk about the
advantages and the importance that
motivate the firm to go global, we want to
understand that the CEO in his capacity as a
leader and own the power in the firm. He
has the authorize to take the right way and
the right decision to go global and to face
risks to jump from local to global.
Why leadership is important?

15. • To give deep analysis for how leadership
important for international marketing lets
give some examples for leaders those move
with their firms from local to global(1).
Why leadership is important?
(1) I have chosen clear examples proper the search

16. Jack Welch as a world leader(1).he
transformed General Electric
from a company known for
appliances and light bulbs to a
multinational corporation that
stretched into financial services
and media.(2)
Jack Welch
(1)he is the chairman and CEO of General Electric between 1981 – 2001
(2)https://hbr.org/2020/03/jack-welchs-approach-to-leadership
Leadership
Examples for leadership

17. Leadership
Examples for leadership

18. Carlos Ghosn Carlos Ghosn as world leader(1),(2)
 Ghosn led the union between
Nissan (Japanese company),
Mitsubishi (Japanese company)
and Renault (France company).
 partnerships between Renault–
Nissan and AvtoVAZ (Russian
automaker )
(1) Global marketing ,Eighth edition, warren J.keegan p548 and wikipedia.org/wiki/Carlos.
(2) On November 19, 2018, Japanese authorities arrested Carlos Ghosn in Tokyo for questioning about
financial irregularities.
Leadership
Examples for leadership

19.  Ghosn has changed Japanese business culture by employed executives
from Europe and North America in key global strategy.
 Ghosn change Nissan's official company language from Japanese to English.
 Ghosn led the Renault union between Nissan to the market for emissions
electric cars and set over $ 5 billion for this business .
 Partnerships between Renault–Nissan and AvtoVAZ (Russian automaker ),
ending in Renault–Nissan Alliance control of the Russian automaker .(1)
Ghosn achievements on the international marketing level
(1) https://en.wikipedia.org/wiki/Carlos_Ghosn
Leadership
Examples for leadership

20.  Ghosn led the united between Renault, Nissan,
Mitsubishi, The products of this alliance, which
includes Russian Avtovaz, have acquired nearly 10%
of the global market. And since 2010 until 2016
became one of the four largest auto production
groups worldwide(1)
Leadership
(1) www.en.wikipedia.org/wiki/Mitsubishi_Motors#Renault-Nissan-Mitsubishi_Alliance
, www.en.wikipedia.org/wiki/Carlos_Ghosn
From Local to Global

21. Reed Hastings  Hastings is the CEO of Netflix,
which the foundation of
digital entertainment in
online streaming.
 Netflix has started in 1998,
with 30 employees, and 925
films available via a rental
system(1).
(1) https://en.wikipedia.org/wiki/Netflix
Leadership
Examples for leadership

22. • Hastings has transferred Netflix from Local company
to Global company by steps :
• 2010 Netflix started providing services outside the United
States, broadcasting in Canada.
• 2011 Netflix started providing services to all countries around
the world.
• 2018, Netflix announced an increase in the number of
subscribers to 137 million subscribers from all over the world.
Leadership
From Local to Global

23. • Reed Hastings leadership :
• Hasting has transferred Netflix from Local company to
Global company
• Hasting create management practices called “Freedom
and Responsibility”.
• Created an internal culture guide for Netflix by meeting
with employees to discuss the company’s culture and
employees' theories about it (1).
Leadership
(1) https://en.wikipedia.org/wiki/Netflix

24.  Currently honorary CEO and Chairman
of Kikkoman.
 That use the sampling to enter the
Global market , Mogi and his employees
passed out free samples of food
seasoned with Kikkoman in USA
 today, the U.S. market accounts for
about 70 percent of Kikkoman’s profit
from international operations.
Yuzaburo Mogi

25. How Leadership important for international
marketing
 If we analysis the previous
leadership examples we will
understand the importance
for leaders decision to go
global.

26. How Leadership important for international
marketing
1.The leaders
have the ability to decide which part of business in
the firm can go global?
2.The leaders
can know if the firm could find customers in
international markets or not.

27. 3.The leaders
can know if the networking level for him or his firm
can start Global.
4.The leaders
They know the suitable time to go Globally.
5.The leaders
They now where the deep pockets Globally.(1)
(1)Deep pockets mean the extensive financial wealth or recourses.

28. 6.The leaders
The leader knows what the entry barriers globally and
what the solution for those barriers.
7.The leaders
Create way to go global for example Netflix company,
Kikkoman company enter USA by sampling for
Kikkoman.

29. Why Leaders decide to go global??
The first priority for the CEO to increase company
income / Money and improve the investment.
CEO look always to maintain a commercial and
competitive reputation.
CEO make recorder in his /her personal
achievement when success globally with his firm.
1
2
3

30. Risks can be faced by the CEO
Risks can be faced by the CEO , during global business
• High prices of raw materials.
• Weak demand for products.
• slow-growing in international section.
• Strong sales in some locations and lower sales in others.
• Some employees oppose the new policies for the CEO.
1
2
4
5

31. Mainly, globally companies realized that the best person
for a top management job or board position is not
necessary someone born in the Home Country.
For example :
1. Indra Nooyi ,The CEO of Pepsi ,she's born
In INDIA ,not native for the home
country for Pepsi company.
Top Management Nationality

32. 2.Howard Stringer
Is a British-American CEO of SONY
Japanese Corporation.
3. Joe Hoganis
Is an American CEO for ABB a Swiss-
Swedish multinational corporation.
Top Management Nationality

33. • leadership core competencies in international marketing are
something that an organization can do better than
competitors and according to the writers, it has three
characteristics :
1. potential access to a wide variety of global markets
2. its makes a significant contribution to perceived customer
benefits
3. create competence difficult for competitors to imitate
Leadership and Core Competence

34.  Portfolio of competencies rather
than a portfolio of business :
Example NOKIA
The designs did help Nokia to be the
worldwide leader in handset sales ,according
to Jorma Ollila “the design is a fundamental
building block of NOKIA ,its central to our
product creation.”
Leadership and Core Competence

35. Jorma Ollila
The CEO Of Finland's Nokia 2000-2006.
Jorma Ollila strategy was a portfolio of
competencies rather than a portfolio of
business.
Leadership and Core Competence

36. In 2007 iPhone get the leader in handsets and
Nokia drop.
Steve Jobs he was the CEO and co-founder for
Apple, His strategy is invention, design,
development, and marketing.
Various types of inventions: IPods, iPhones,
iPads, iTunes and Apple Store that provide
iPhone users with huge applications covering all
aspects of life(1).
Leadership and Core Competence
(1) https://en.wikipedia.org/wiki/Steve_Jobs

37. The goal in organizing for global marketing is to find a structure
that enables the company to respond to relevant market environment
differences while ensuring the entire corporate system.
When the Top management at a domestic company decide to join
International expansion ,the issues of how to organize arises
immediately.
 Who should be responsible for this expansion?
 Should product divisions operate independently or
should an international division be established ?
Organizing For Global Marketing

38.  Should individual country's subsidiaries report directly to
the company CEO or should a special corporate officer be
appointed to take full-time responsibility for international
activities?
 How should the company organize its marketing function?
 what alternative structure should be the relationship
among staff executives at corporate, regional, and
subsidiary offices?

39.  The global organization structure should be take care the
below points :
 The organization need to find a more responsive and flexible
structure to build the organization and to employ a team.
 Need to develop a network to develop a stronger relationship
with different international locations.
 Exploit technology to improve the organization .

40. Extensively on the implications of globalization on organization design.
KENICHI OHMAE recommends a type of global superstructure at the highest
level that provides a view of the world as a single unit.
The staff members at this level are responsible for ensuring that work is
performed in the best location and coordinate efficient movement of
information and products across the border.
there are 30 regions with a population ranging from 5 million to 20 million
people, for example, China would be viewed as several distinct regions the
same would be true of the United States ..etc.
Global superstructure

41. Size.
Potential of targeted global
markets.
Local management
competence.
1
2
3
Because the constellations of pressure
that shape organizations is never exactly
the same, no two organizations pass
throughout organizational stage in
exactly the same way nor do they arrive
at precisely the same organizational
pattern nevertheless some general
Patterns hold
Some general patterns are similar

42. Factors that lead to this structure
Top management’s commitment to global operations has increased enough
to justify an organizational unit headed by a senior manager.
The complexity of international operations requires a single organizational
unit, who has the authority to make its own determinations.
An international division is frequently formed when the firm has recognized
the need for internal specialities to deal with the special demands of global
operations.
contributing factor is Management's recognition of the importance of
strategically scanning the global horizon for opportunities and lining them
with company resources.
1
2
3
4
International Division Structure

43. Figure 1- functional corporate structure, Domestic Corporate staff Orientation
International Division

44. Factors that lead to this structure
when business is conducted in a single region that is characterized by
similarities in economic, social, geographical, and political conditions, for
example, Latin America area, Middle East area.
The emergence of regional headquarters as a management layer between
the country organization and the headquarters of the international division,
For example, the European Union, companies have changed their
organizational structures and establish regional headquarters for European
Union.
1
2
Regional management centers

45. Figure 2- functional corporate structure, Domestic Corporate staff Orientation,
International Division structure, Area Divisions.

46. The geographic structure features characteristics of the functional structure, for
example, geographic division arranges its employees and resources in functional
teams.
In addition to product-based structure, the organization is structured around
particular product lines.(1)
The corporate headquarters retains responsibility for worldwide planning and control
and each area of the globe.
The organization arrangement this structure is most common in companies with
closely related product lines that are sold in similar end-use markets around the world.
For example, the major international oil companies utilize the geographic structure.
other examples McDonald's organizational design integrates the international division
and geographical structure.
Geographical and Product Division Structures
(1) www.bizfluent.com-By: Jayne Thompson

47. Figure 3 - Geographic corporate structure, World corporate staff, orientation Area
Division Worldwide

48. The Matrix structure is a flexible structure that does not follow a
traditional hierarchy.
In a matrix structure, individuals work across teams and projects as well as
within their own department or function(1).
Examples Gillette and Ericsson announced plans to reorganize into Matrix
organization
Ericsson Matrix structure is focus on three customer segments: 1.Network
operates, 2. private customers and 3. Commercial Enterprise.
Gillette Matrix structure separated product line management from
geographical sales and marketing responsibilities
The Matrix Design Structure
(1) www.tutor2u.net/business/reference/matrix-structures.

49. Why CEO's implementing Matrix design?
The Matrix form of organization is well suited to global companies,
because it can be used to establish a multi command structure that
gives equal emphasis to functional and geographical Departments.
For example At Whirlpool North American operations are organized
in Matrix form, CEO David Whitwam extend this structure into
Europe and other Regional markets.
The Matrix Design Structure

50. Example of Global Matrix Design Structure

51. Examples of CEOs Leading the Global marketing

52. Examples of Global executive Officer

53. Japanese auto companies further revised the value chain and
create lean production.
Lean production uses less factory space, smaller inventories,
and quality control methods; increased efficiency by 50% over
typical mass production.
for example, the Toyota production system TPS as the
Japanese company manufacturing methods are known,
achieves efficiently of about 50% over typically mass
production system
Organizing the Japanese way

54. Organizing the Japanese way
TPS

55.  The concept of timely production: The principle of JIT as a set
of interconnected administrative tools that were to produce
the required products at the required time and the required
quantity.
 The concept of smart or jidoka machines (autonomy): allows
us to measure the level of quality in which each organization
operates.
Summary for TPS

56. The CEO of global companies must be
taking care of Corporate social
responsibility (CSR) which can be defined
as companies obligation to pursue Global
and policies that are in society's best
interests.
The CEO must be a proactive steward of
the company that responds to –
Stakeholders—managers, employees,
customers, suppliers, local community
groups, and nongovernmental
organization.
Leader ship and CSR

57.  For examples : Patrick Cescau put
corporate social responsibility at the top
of his agenda during his tenure as CEO of
Unilever and create other values reflect
Unilever's philosophy of "doing well by
doing good”.
Leader ship and CSR

58. Recorder
for CEO Personal
achievement, this is
because CSR is an
essential part of a
CEO’s reputation.(1),(2)
Why leaders taking care of CSR ?
(1) According to RepTrak®100 website “who support corporate social responsibility lead their
companies to greater success than those who do not”.
(2) https://www.reptrak.com/blog/how-csr-impacts-corporate-reputation/
1

59. Maintain the commercial and
the competitive reputation.
CSR activities will reflect in
positive ways for brand image.
CSR kind of advertisement for
the companies and get more
customers (1).
Why leaders taking care of CSR ?
2
3
4
(1) https://www.reptrak.com/blog/how-csr-impacts-corporate-reputation/

60. Summary
 We learned about many international leaders that they transfer
their companies from Local company to Global company.
 Leadership is not about hierarchy or title or status: It is about having
influence and mastering change.
 Global marketing demands exceptional leadership.
 The most successful business leaders are those who view their
organizations as a "portfolio of businesses.
 No single correct organizational structure exists for global
marketing, all these structures can change according to many
reasons.
 Today's successful CEO must have a good understanding of CSR and
respond to the concerns and interests of a variety of stakeholders.

61. Books
1. Bertocci, David I., (2009), Leadership in Organizations: There is a Difference Between Leaders
and Managers, University Press of America.
2 .Daft Richard L., Jonathan Murphy, Hugh Willmott (2010), Organization Theory and Design,
Cengage Learning EMEA.
3. Hawkins D., (2006), Corporate Social Responsibility: Balancing Tomorrow's Sustainability and ..
4. Keegan, WarrenJ; Mark Green,(20150, Global Marketing eight edition.
5. Northouse, Peter G. (2010), Leadership: Theory and Practice, Northouse.
6. Schermerhorn John R.(2012), Management, 12th Edition.
Websites
7.https://en.wikipedia.org/wiki/Steve_Jobs
8.https://www.reptrak.com/global-reptrak-100/
9.https://www.tutor2u.net/business/reference/matrix-structures
10.www.bizfluent.com- By: Jayne Thompson -Geographic Organization Structure ,Types of Global Organizational
Structure
11.www.bizfluent.com-By: Jayne Thompson
Reference

62. THANK YOU
MUTAZ MUAZ #193001271