2023 Fall Semester

Introduction to Management

Class.05 (11/1)
Management & Leadership

Yasuhiro Karakawa

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Introduction to Management 1
 Keywords from Class 4

• Business Ownership
• Sole Proprietorship
• Partnership
• Corporation
• Corporate Growth
• Stockholder, Board of Directors

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Introduction to Management 2
 Today’s Learning

Management Leadership

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 Management and Leadership
Kotter (1990)

Management Leadership
Produces Order and Consistency Produces Change and Movement

1. Planning and Budgeting 1. Establishing Direction

2. Organizing and Staffing 2. Aligning People

3. Controlling and Problem-Solving 3. Motivating and Inspiring

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 Overview of Management
Management*: The process of coordinating people and
other resources to achieve the goals of an organization.

Org
4. Controlling Goals

1. Planning ces
u r
es o
R 3. Leading and Motivating

Current 2. Organizing
Situation

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 Management Process - 1
Planning*: Establishing organizational goals in align with
its mission and deciding how to accomplish them.

Competition*: Org
Rivalry among businesses for
sales to potential customers. Goals

ces
u r
es o
R
Mission*: A statement of the
Current basic and ultimate purpose
Situation that makes an organization
different from others.

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 Examples of Mission (Statement)
WITH EVERY CUP,
WITH EVERY CONVERSATION,
WITH EVERY COMMUNITY.
WE NURTURE THE LIMITLESS POSSIBILITIES
OF HUMAN CONNECTION.

To be “Earth’s most customer-centric

company” where people can find and
discover anything they want to buy online.

Changing clothes.
Changing conventional wisdom.
Change the world.

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 Mission, Goals and Objectives

Mission*: A statement of the basic and ultimate

purpose that makes an organization different from others.

Strategic planning process*: The establishment of an

organization’s major goals and objectives and the allocation
of resources to achieve them.

Goal*: An end result that an organization is expected

to achieve over a one- to ten-year period.
Objective*: A specific statement detailing what an organization
intends to accomplish over a shorter period of time.

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 SWOT Analysis
SWOT analysis*: The identification and evaluation of a firm’s
strengths, weaknesses, opportunities, and threats。

Strengths Weaknesses
Internal & Current
(Attributable to What are the firm’s What are internal
the organization) core competencies limitations a
and advantages? company faces?

Opportunities Threats
External & Future What are favorable What are barriers that
(Attributable to conditions in the may prevent the firm
the environment) environments, if from reaching its
properly exploited? objectives?

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 Perspectives for SWOT Analysis
PEST Analysis
Change in the world / society • Political
External Environment • Economical
• Social
• Technological

Customer / Market
3C Analysis
Business Environment Customer:
• Needs
Competitor:
• Existent and Emerging
Competitors Company Company:
• Competitive edge
• SWOT

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Connecting Environments to SWOT Analysis

PEST Analysis
Change in the world / society • Political Strengths Weaknesses
• Economical
External Environment Internal & Current
• Social What are the firm’s What are internal
• Technological (Attributes of the
organization) core competencies limitations a company
Customer / Market
and advantages? faces?

3C Analysis
Business Environment Customer: Opportunities Threats
• Needs
Competitor: External & Future What are favorable What are barriers that
• Existent and Emerging (Attributes of conditions in the may prevent the firm
Competitors Company Company: the environment) environments, if from reaching its
• Competitive edge
properly exploited? objectives?
• SWOT

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 Example Elements of SWOT
Potential Potential Potential Potential
Internal Internal External External
Strengths Weaknesses Opportunities Threats

• Changing • Introduction of
• Respected • Weak product customer new substitute
brand image & function / price needs/tastes products
market competitivenes
position s / recognition • New • Changing
technology or customer
• Agile and able • Limited process needs/tastes
to address financial discoveries
customer resources / • Rival firms
unmet needs channels • Potential of adopting new
new markets strategies

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Search Extensively for Right Competitors

• Most effort focused on

current rival brand
• Look for substitutes
• Who’s real / emerging
competitor?

• Don’t be myopic
• What is your real business?

• Even giants can lose vision

easily (especially when they
are in stable situation) –
“boiling frog”

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Stay Focused To Make SWOT Meaningful

• Generic SWOT does not work (especially

when you have so many different
products / businesses under the brand)
• Look at RIGHT and RELEVANT
competitors, customers and external
environment
• Rebuild when environments change to
find opportunities to stay competitive
• Identify the most critical issues by
looking at them through your
“customer’s lens”

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 Reasons of Poor SWOT

• Mis-categorization: #1 cause of poor

SWOTs

• Confusing internal issues with

external issues

• Not showing relationships / not

facilitating creative discussion

• Filling out brackets with lots of

meaningless sentences without any
focus of ideas

• Lack of insights to find your

opportunities / threats
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Introduction to Management
SWOT Analysis of Starbucks

Competitors?
Market situation?
Customer & Environment?

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Discuss SWOT Analysis of
Starbucks as of 2023

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 SWOT Analysis of Starbucks in 2023
Strengths Weaknesses
• Expensive price compared
with other commodity
• Strong brand with premium
products
and stylish images
• Starbucks “experience”
• Product + service
getting weaker against
innovation based on
small “Third-wave” coffees
technology
• Footprints to environments
• High customer satisfaction
(serious waste problem)

• Fierce competition targeting

• Shifting demands /
at younger customers
behaviors of sustainability,
• Positioned as “just-for-the-
health-conscious younger
Change in the world / society
PEST Analysis
profit” by not contributing to
customers
• Political
• Economical
the social / environmental
External Environment
• Social
• Technological
• Utilize the relationships with
Customer / Market issues (health, diversity,
customers using technology
environment)
3C Analysis
Business Environment Customer:
• Needs
Competitor:
• Existent and Emerging
Competitors Company Company:
• Competitive edge
• SWOT

Opportunities Threats
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 Starbucks Initiatives in 2023

Abolition of plastic straws New type of stores with diverse /

minority type of employees

Healthy-conscious product lines and

affordable but healthy lunch Starbucks reward program
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 Management Process - 2
Organizing*: The grouping of limited
resources and activities to accomplish some
end result in an efficient and effective manner.

Org
Goals

ces
u r
es o
R

Current
Situation

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 Management Process - 3
Leading*: The process of influencing
people to work toward a common goal.

Motivating*: The process of providing

reasons for people to work in the best Org
interests of an organization. Goals

p le
o
Pe

Current
Situation

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Introduction to Management 22
 Two Categories of Motivations

Extrinsic motivation Intrinsic motivation

Extrinsic motivation involves Intrinsic motivation is when you are
either the promise of a reward or driven to accomplish a task
a threat of punishment. Extrinsic because you find it personally
rewards usually involve money, rewarding. You likely enjoy the
acknowledgment or other process and accomplish it
types of compensation. Many willingly. Intrinsic motivation will
employees are extrinsically usually leave you feeling
motivated in the workplace by personally satisfied although you
both their paychecks and career may not have met any tangible
advancement. goals or produced measurable
results.
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 Management Process - 4
Controlling*: The process of evaluating
and regulating ongoing activities to
ensure that goals are achieved.

Org
Goals

ces
u r
es o
R

Current
Situation

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 Today’s Attendance

MISSION

Complete by 23:59pm today

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 Leadership
Leadership*: The ability to influence others to take action.

Org
Goals

LE
O P
PE

Current
Situation

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Introduction to Management 26
Who do you think as your ideal leader?

Why do you think so?

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Introduction to Management 27
 Styles of Leadership

Autocratic leadership*: Task-oriented leadership style in which

workers are told what to do and how to accomplish it without having
a say in the decision-making process.

Participative leadership*: Leadership style in which all members

of a team are involved in identifying essential goals and developing
strategies to reach those goals.

Laissez-faire (Empowering) leadership*: A hands-off leadership

style that provides direction, tools, and resources to employees while
delegating responsibility and decision-making authority to them.

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Introduction to Management 28
Which leadership style is the best?

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We Are Living In the Age of VUCA

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 Ultra-aging SDGs Covid-19

Population
Global explosion Labor shortage
warming
VUCA
Generative AI
Ocean Political
pollution instability
Threats of war /
terrorism

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We Need to Think Fast and Smart

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But…How Can We Be Genius?

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The Key for Successful Organizations

“Collective Genius”

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Cognitive Diversity for Collective Genius
Problem domain
Difficult to utilize perspectives and
experiences necessary for solving
Smart
Individual problem, however smart that
individual is.

Even each individual of the group is

Ignorant smart, the group of people who
Collective have the same way of thinking
easily tends to get into “not such
smart” situation.

If group members can share their

Smart opinions frankly and honestly and
Collective combine unique strengths and
perspectives, that works best for
problem-solving.
030566EB Source: “Rebel Ideas”
Introduction to Management 35
Learning from IDEO

• Worldly recognized design

and consulting firm
established in 1991

• Developed and applied

“Design-Thinking” to solve
different types of
complicated issues

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Introduction to Management 36
 Learning from IDEO

https://www.youtube.com/watch?v=M66ZU2PCIcM&t=5s&ab_channel=AlfonsoNeri

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What Inspirations Did You Get ?

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“If you want to go fast, go alone.
If you want to go far, go together.”

African Proverb

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Introduction to Management 39
 Individual Mini-Report (03)
1. In order to encourage “cognitive diversity” to become a
collective genius, what kind of leadership style does the
organizations need, and what can be the key attributes of
such a leadership style? You can refer to 1) page 4, 2) HBR
article by Kotter and 3) IDEO youtube video below, but you
are more encouraged to come up with your own idea.

https://www.youtube.com/watch?v=M66ZU2PCIcM&t=5s&ab_chan
nel=AlfonsoNeri

• Summarize your thought in online text (Max: 600 words), and

submit on Moodle (Individual Mini-report folder) by 23:59pm,
November 6 (Mon).

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