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Leadership

The role of a leader is to inspire and motivate staff and to develop talent within an organisation. The management style of leaders varies: some prefer to delegate responsibility to subordinates whereas others prefer to use their authority to control operations directly.

Role of a leader:

• to inspire and motivate (staff, players, pupils, students, subordinates)
• to develop talent
• management style
• to delegate to subordinates
• to use authority
• to control

Leadership styles:

• By delegating responsibility
• By directly controlling all operations
• By giving example
• By inspiring respect/affection
• By inspiring fear/terror
• By providing financial reward
• By providing non-financial reward (status, respect, etc.)

Managers

The difference between leader and manager can be drawn clearly on the following grounds:

• A leader influences his subordinate to achieve a specified goal, possesses the quality of foresightedness
• A manager is a person who manages the organization such that he is

responsabile della pianificazione, organizzazione, direzione, coordinamento e controllo. Sono coloro che fanno svolgere il loro lavoro ai dipendenti attraverso vari modi e hanno l'autorità di assumere o licenziare i dipendenti. Ci sono vari tipi di manager presenti in un'organizzazione come i manager di alto livello, i manager funzionali, il project manager, il general manager. Il ruolo di questi manager dipende dalla natura del loro lavoro, ad esempio i manager di alto livello sono responsabili della visione e della missione dell'organizzazione. Persone al lavoro: - management: allenatore (v.+n.), CEO (direttore esecutivo), direttore, capo, supervisore, presidente, presidente, capo, manager, facoltà... - Subordinati, personale, lavoratori, dipendenti: impiegato, segretario, custode... Formazione delle parole I prefissi sono elementi significativi e dipendenti aggiunti prima e dopo la forma di base: 1. I prefissi precedono la forma di base; 2. I suffissi seguono la forma di base. Quando terrorizzare il talento La nazione era sotto shock. David Beckham, il più bello (e abile) del Regno Unitofootballer emerged from his house on Monday morning to allow the world to photograph a wound above his left eye. Sir Alex Ferguson, manager of his then team Manchester United, had lost his temper after a defeat and kicked a football boot, which hit the Beckham eyebrow. The ability to inspire fear has always been an essential tool of management. Lots of successful chief executives rule by terror. Modern laws on constructive dismissal and employee harassment have put an end to such fun. However, terror in the workplace is making a comeback these days. In an economic upswing, fear goes underground. Workers are scarce, and therefore powerful; bosses must handle the talent with care. When times turn tough, the balance of power swings. Motivating talent Coaches need to strike the right balance (and the right player?) order develop talent. "Success in such a company depends on having a great leader and a steady market," Jim Collins, author of a book that explains why some firms succeed in.

Making the jump "from good to great" and others fail, found that the approach to fear was a key distinction among firms that he surveyed.

He found that in the truly successful firms people were "productively neurotic.

1. To allow means: to let, to permit, to enable.

2. The antonym of defeat is: accomplishment, success, victory.

3. Synonym of lose one's temper is: get angry, lose control.

4. The expression "out in the open for all to see means": exposed so that everybody can see them.

5. Inspire fear means: provoke scare.

6. A synonym for tool is: instrument.

7. The word successful is...? Write other similar words: useful, resentful, careful.

8. The word dismissal means: discharge, layoff, redundancy.

9. And harassment: vexation, annoyance.

STRATEGY

Developing a successful strategy is a vital part of the planning process for all business organisations.

Analysing where a business stands in relation to its markets and competition enables it to identify potential opportunities.

for growth and potential threats. It is then possible to set strategic objectives and to predict the human and financial resources needed to achieve them.

Strategy is a general plan to achieve one or more long-term or overall goals under conditions of uncertainty. Overall corporate strategy a company:

1. Defines its Mission: Our mission (mission statement) is... “We are an independent company..”
2. Defines its Core Business: what a company can do best
3. Defines its Strategy: plans how to succeed in this core business

Defining a strategy on how to meet objectives can lead to modify them. A proactive organisation (acting in advance) needs a strategy for effective allocation and use of resources. For example, Marketing or distribution strategy. Organizations that lack a clear strategic direction tend to fail. Defining and implementing a corporate strategy that distinguishes a company from its competitors is what makes it succeed. Organizations need to be proactive, continuously reassessing.

Their own performance and the industry and the environment they operate in.

Factors influencing a strategic planning process:

• Competition / competitors / competitive
• Current sales / economic forecasts
• Technology / fashions & trends

What?

• Product development

How?

• Human & financial resources

Choosing a strategy:

When undergoing a strategic planning process

First:

• Product development
• Economic forecasts

Then:

• Competitors
• Technology

Finally:

• Human & financial resources
• Fashion & trends
• Current sales

SWOT analysis:

A tool commonly used at the start of strategic planning to focus on the situation of the company. The name is an acronym for the four parameters the technique examines:

• Strengths: characteristics of the business or project that give it an advantage over others
• Weaknesses: characteristics of the business that place the business or project at a disadvantage relative to others
• Opportunities: elements in the environment that the business or project could exploit

to its advantageThreats: elements in the environment that could cause trouble for the business or projectSuffixes: MorphologyHow do the suffixes change the form of the word?Profitable? Unprofitable, ProfitabilityActive (adj.) activist (n.)Custom (n.) Customer (n.)Misery (n.) Miserable (adj.)Resident (n.) Residential (adj.)Senior (adj/n.) Seniority (n.)Energy (n.) Energise (v.)What affixes can you attach to the following words? How do they change the form of the words?Diverse diversity diversifyInspire inspired uninspired inspirationOpportune opportunityDesign designer designedPublic publicity publicize publicationCommerce commercial uncommercialRevolution revolutionary revolutioniseRepute reputation reputed reputable disreputableComfort discomfort comfortable uncomfortableRetail retailing retailerNike's goddessIn its 30-year history, Nike had become the undisputed leader in sports marketing. But beneath the successwas an Achilles' heel. Nike is named after a woman -theGreek goddess of victory- but for most of its history, the company had been perceived as being mostly about men. Could Nike do more to realise the full potential of female customers? The launch of Nike Goddess was the makings of an answer. Just Doing It Differently For much of its history, Nike's destiny was controlled by its founders. But by throwing together a diverse team of people with different backgrounds and different levels of seniority, Nike has found that it can keep many of its core attributes while adding new sources of inspiration. Now it looks like Nike has a chance to reach a crucial objective: double its sales to women by the end of the decade. How to Sell to Women Nike Goddess began as a concept for a women-only store, and there's a reason why. Many of the retail settings in which the company's products were found were a turnoff to female customers: dark, loud, and harsh – in a word, male. In sharp contrast, the Nike Goddess stores have the comforting feel of

A woman's own home.

How to Design for Women

Designing a new approach to retail was only one element in Nike's campaign. Another was redesigning the shoes and clothes themselves. Nike's footwear designers worked on 18-month production cycles - which made it hard to stay in step with the new styles and colours for women. The apparel group, which worked around 12-month cycles, was better at keeping up with fashion trends. But that meant that the clothes weren't co-ordinated with the shoes - a big turnoff for women.

How to Talk to Women

When Jackie Thomas, Nike's US brand marketing director for women, first heard the phrase 'Nike goddess,' she wasn't impressed. 'I don't like talking to women through gender,' she says.

For John Hoke, the real power of Nike Goddess is not about traffic at stores. It's about changing minds inside the company. I knew that Goddess could galvanise us,' he says, 'It was an opportunity to redefine and

with. A brand is a unique combination of a company's name, logo, design, and messaging that sets it apart from its competitors. It is a way for companies to differentiate themselves and build customer loyalty. In the retail industry, a retail icon refers to a well-known and highly respected brand or store that is considered a symbol of success and innovation. These icons often have a long history and are recognized for their quality products and exceptional customer service. When a company wants to introduce a new product or service to the market, they often use the term "launch" to describe the process. This involves creating awareness and generating excitement among consumers through various marketing strategies. To stay relevant and competitive in the market, companies need to constantly update their products, services, and marketing strategies. "Update" is a synonym for making improvements or changes to something to keep it current and appealing to customers. In retail settings, shops or stores are referred to as "retailers." They are businesses that sell products directly to consumers. Sometimes, certain aspects of a product or service can be a turnoff for customers, meaning they find it uninteresting or unappealing. This can include factors such as high prices, poor quality, or a lack of convenience. To be successful in the market, companies need to be the undisputed leader in their industry. This means being the unquestioned leader in terms of market share, customer satisfaction, and overall brand reputation. When a company wants to enter a new market or industry, they often need to make space into that market. This involves digging into the market and establishing a presence through various strategies such as market research, product development, and marketing campaigns. To motivate, stimulate, or excite employees or customers, companies often use the term "galvanize." This means to inspire action and create a sense of urgency or enthusiasm. In the retail industry, a wholesaler is the opposite of a retailer. While retailers sell products directly to consumers, wholesalers sell products in bulk to retailers or other businesses. Overall, marketing is a crucial aspect of business that involves various activities and strategies to promote products, build brands, and attract customers. The marketing mix, consisting of product, price, promotion, and place, is a framework that companies use to create effective marketing strategies.

Definition of “brand”

A brand is a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.

Simply put, a brand is a promise. By identifying and authenticating a product or service, it delivers a promise of satisfaction and quality.

A strong brand is the most valuable asset (property, plus) of successful companies.

Brands are assets because, when properly managed, they provide a secure flow of income (revenue, profits) for the business.

A high quality branded product is perceived by consumers as being clearly better than competing products. Therefore, it generates consumer preference and loyalty.

Brands represent a good portion of the value of a company. Building a brand is complicated. Powerful brands dominate the market and command a premium price.