The making and breaking power of leadership has never been disputable. It is believed to be the
single most important factor by which organizations used to exploit opportunities and survive
hardships. Despite the fact that all functional areas are not immune to the consequences of good
and bad leadership, marketing is uniquely sensitive. Unarguably, all leadership styles are not
expected to equally impact marketing performance. A leader of character who inspires followers,
helps employees to use their potentials, allows employees to make and fix errors, and pave ways
for employee advancement is a one typically needed by organizations. This kind of leader is even
more critical for those organizations operating in a brutally competitive market; like the brewing
one in Ethiopia.
This study is designed to investigate the direct and indirect impact of Transformational
Leadership on marketing performance. Moreover, the moderating effect of leaders’ experience
and the impact of group difference in leaders’ gender, leaders position and brewery sizes are
studied. The unit of analysis are managers and decision makers (committee members) from the
four sample breweries (St. George Brewery, Meta Abo Brewery, Raya Brewery, and Habesha
Brewery). The data are collected from 211 respondents. In the study, in addition to the data
cleaning procedures, all the multivariate data analysis assumptions are ensured. A model is
developed and tested using a survey methodology. Four properly validated instruments, one selfdesigned
(for marketing performance construct) and three adopted (for transformational
leadership, organizational learning, and customer orientation constructs) are used. The
validation work is ensured through factor analysis (exploratory and confirmatory). Exploratory
factor analysis (EFA) and confirmatory factor analysis (CFA) are worked out using SPSS 21 and AMOS 21 packages respectively. Data is analysed through the structural equation modelling
technique.
Results show that, Transformational Leadership style is positively and significantly associated
with marketing performance, organizational learning and customer orientation. Moreover, it is
found that Transformational Leadership indirectly and positively impacts marketing
performance. Nevertheless, the hypothesized moderation effect of experience for the impacts
of Transformational Leadership on customer orientation is failed to be significant.
The study contributes a lot by narrowing the wide literature gap existed in the topic area in the
context of the developing world. Secondary evidences are strongly discussed on the antecedents
and outcomes of Transformational Leadership and marketing performance. Thus, it is the
researcher’s belief that now because of this study; value is added to the body of knowledge and
the study can benefit practitioners and academicians alike. / Business Management / D.B.L.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:uir.unisa.ac.za:10500/24940 |
| Date | 11 1900 |
| Creators | Gelgile, Hailemariam Kebede |
| Contributors | Jetu, Fanta Tesgera |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | 1 online resource (xvii, 335 leaves) : illustrations |
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