Research Proposal Compile the revised mini projects assignments from Unit I, Unit II, Unit IV, Unit V, Unit VI, and Unit VII to formulate a complete 8-10 page research proposal. Please include the appropriate headings for each section of the proposal to

Introduction

The topic of this literature review is to analyze the leadership of Starbucks and methods for effective leadership, which will improve the reputation of Starbucks brand for the success of the brand, customer loyalty and performance of the company.

The leadership of the company determines the direction of the company. If the leader is efficient, the company grows, and if the leader is inefficient, the organization shall lose its customers. An effective leader works in the positive direction to visualize the vision and mission of the company that helps in the improvement of the reputation of the company. Starbucks is a global coffee brand and effective leadership is essential for maintaining and improving the brand name of the company.

This literature review has been conducted to collect secondary data for evaluating the effectiveness leadership of Starbucks. Various leadership techniques are being used by the companies in the coffee industry, which are discussed in this literature review. For the literature review, various journal articles, books, and other sources have been searched to gather secondary data for creating a conceptual base.

Effective Leadership in Starbucks for the Improvement of its Brand Image

According to the Starbucks Fiscal Report (2009), the main competitors of Starbucks are the restaurants and shops having specialization in coffee along with quick service. The company aims at becoming a global leader in the coffee industry and to create a worldwide successful and respected brand.

According to Matt Haig (2006), effective leadership is the key to brand loyalty. The book, "Brand Royalty: How the World's Top 100 Brands Thrive & Survive", aims at the strategies used by the top successful brands across the world to survive in the market and grow in order to become the global leaders in their fields (Haig, 2006). The strategies used by these companies are trust, universal presence and leaders of the industry (Haig, 2006).

The brand should be trusted by the customers that it will always supply them with high-quality products (Haig, 2006). Universal presence is an important factor that all the successful brands follow for their growth and success (Haig, 2006). The aim of the companies is to become leaders in the industry (Haig, 2006).

According to the Michael Adewale Adeniyi (2007), in the book "Effective Leadership Management: An Integration of Styles, Skills & Character for Today's CEOs", an efficient leader should have the quality of accepting the good qualities of others and to improve accordingly (Adeniyi, 2007). The author also divides the leadership into five types, namely autocratic leadership, laissez-faire leadership, bureaucratic leadership, charismatic leadership and democratic leadership.

In the autocratic leadership, the decisions are made alone and emphasizing on task completion over relationship building is made (Adeniyi, 2007). In the laissez-faire style of leadership, the leader does not make any decisions for the employees, giving complete responsibility to the employees (Adeniyi, 2007).

In the bureaucratic leadership style, decisions are made on the basis of some preset policies and standards (Adeniyi, 2007). On the other hand, in charismatic leadership, the leader leads the employees using his charisma. Charisma increases the power and authority of the leader in the organization (Adeniyi, 2007). Lastly, democratic style of leadership comprises of decisions made in the company with the approval of the employees, but the final authority lies with the leader (Adeniyi, 2007).

According to Michael McCuddy (2008), there are fundamentally three orientations of moral, selfishness, self-fullness and the selflessness. For the effective leadership, the leader should have a moral orientation of self-fullness. Proper training of the leaders should be conducted to improve the leadership skills of the leaders.

According to Richard Lugar (2008), for the brand success of a company, the effective leadership should be accompanied with making global partners. The author also explains that leadership skills of an individual develop with the knowledge of one's convictions (Lugar, 2008).

According to Dr. Mark Albion (2008), the starting of leadership is with knowing the important values that exist in the leader himself. For being an effective and efficient leader, the person should create value through the values incorporated in his character, the person should study humanities and should be able to evolve in his values and adapt to the environment (Albion, 2008). The leader should be optimistic and should always be ready to try new things, but must not give up on his duties in the fear of losing (Albion, 2008).

According to Peter Latta (2014), the growth of the coffee industry has led to the increase in the coffee markets worldwide. Starbucks has taken the coffee industry to another level, creating landscapes of leisure (Latta, 2014). The company needs to keep on improvising on the ideals of presenting coffee to increase their profit and market shares in the industry (Latta, 2014).

According to Xia Jianfei (2014), the improvement and development in the global market have increased the level of competition. In the article, the author explains that Starbucks has been using its impressive strategy of incentives effectively to encourage its employees to give their best (Jianfei, 2014). The new ways for effective leadership and improvement of the brand image have been suggested in the article, which can be utilized by the Starbucks for their brand success and improving the brand reputation (Jianfei, 2014).

Conclusion

In this literature review, different journal articles and books have been reviewed for gathering the secondary data to analyze the effectiveness of the leadership of Starbucks, the role of leadership in improving the reputation of the brand and increasing the brand loyalty.

For the effective leadership, the leader should have a self-fullness moral orientation, the leadership quality, and skills of an individual are developed through his values. The brand success is achieved through trust, universal existence and position in the industry.

For Starbucks to establish their brand globally and to compete efficiently with their rivals, these strategies of effective leadership, customer loyalty and brand success are important.

References

Adeniyi, M. A. (2007). Effective Leadership Management: An Integration of Styles, Skills & Character for Today's CEOs. Bloomington: AuthorHouse.

Albion, M. S. (2008). Turn Your Values into Value. Journal Of Values-Based Leadership, 1(1), 49-58.

Haig, M. (2006). Brand Royalty: How the World's Top 100 Brands Thrive & Survive. London: Kogan Page Publishers.

Jianfei, X. (2014). Analysis of Starbucks Employees Operating Philosophy. International Journal of Business and Social Science, 5(6-1), 55-63.

Latta, P. (2014). Direct Trade: The New Fair Trade. Global Societies Journal, 2(0), 1-8.

Lugar, R. G. (2008). Assuming the Leadership Role on Climate Change and Energy Security. Journal Of Values-Based Leadership, 1(1), 22-33.

McCuddy, M. (2008). Fundamental Moral Orientations: Implications for Values-Based Leadership. Journal Of Values-Based Leadership, 1(1), 9-21.

Starbucks Fiscal Report (2009). Starbucks Corporation Fiscal Annual Report. Retrieved July 10, 2015, from http://media.corporate-ir.net/media_files/irol/99/99518/SBUX_AR.pdf