Searching for a case study of an organizational leader

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Searching for a case study of an organizational
leader
BMA5016A Leadership in Organisations
Wong Kah Wei Hon Sui Sen Memorial
Library kahwei_at_nus.edu.sg
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Some questions guiding your report

• What is the leaders background?
• What challenges or issues did the leader face?
• How did the leader respond?

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How to get the information

• Primary research interviews.
• Secondary research information sources from
  books, journals, videos, databases, Internet, etc.

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Secondary research

• Explore first select a leader that has been
  widely reported on.
• To begin your search, you need to
• 2.1 Identify keywords.
• 2.2 Select relevant database
• 2.3 Strategise your searches.

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Keywords

• Keywords are words or terms describing the topic
  or subject.
• Eg. Words associated with Anita Roddick are her
  organization Body Shop and leadership behaviors
  she is known for activist, environmentalist,
  moral crusader.

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Databases

• 1. Factiva a full text database of newspapers
  which include local news such as Straits Times,
  Business Times, Lianhe Zaobao, Channel NewsAsia,
  The Edge, TODAY, The New Paper and other
  newspapers such as Financial Times, New York
  Times, Wall Street Journal, International Herald
  Tribune, Bangkok Post, Asian Wall Street Journal,
  etc

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Databases

• 2. Business Source Premier (BSP) a full text
  database of academic and industry journals which
  includes Harvard Business Review, Academy of
  Management Journal, California Management
  Journal, etc.

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Database

• 3. PERIND an index (no full text) of journal
  articles focusing on Singapore, Malaysia and
  ASEAN.

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Search strategies

• AND retrieves articles that have both words.
  Eg. unemployment and free trade
• OR retrieves articles containing either words.
  Eg. toyota or honda
• - truncation symbol retrieves articles with
  various endings on the root of the word.
• Eg. transform retrieves transform, transformed,
  transforming, transformation.

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Biographies

• Biographies this provides background
  information.
• 2. Use LINC (NUS Libraries Online Catalog).
• http//linc.nus.edu.sg

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Factiva
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Logging in
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Logging in
nusstu\g012345
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Searching Factiva
andrea jung and avon
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Look for articles that

• 1. Describes Andrea Jung as a leader.
• 2. In those articles, look out for keywords that
  describe leadership behavior.

She acted quickly to move Avon
upmarket--overhauling colors, textures and
packaging (she redesigned its lipstick cases, for
instance, so they swiveled more firmly).
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Some more excerpts from articles
Colleagues say she's introduced a culture at
Avon that lets parents take time off, guilt-free,
to attend crucial school activities. She's
committed to helping raise money to find a cure..

• Jung also flew in 100 top female Avon staffers
  from around the world for a "leadership
  forum... But it is rare to find a company of
  Avon's size with women in the two top slots
  Susan Kropf is chief operating officer. Jung
  expects the ranks of women CEOs to grow.

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Some more excerpts from articles

• China is likely to pass legislation soon to
  allow direct sales again--they were banned in
  1998 because of fraud--and open a huge
  opportunity for women to run their own businesses
  selling Avon. "Every time I go back there, I see
  how unbelievably exciting the opportunity is,"
  says Jung, who's fluent in Mandarin.

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• Jung, born in Toronto to a Shanghainese mother,
  became Avon's chief executive in 1999. Before
  joining the company, she'd worked for United
  States department stores including Neiman Marcus
  and I. Magnin.

How many other chief executives embody their
companies the way Andrea Jung does? Sleek,
stylishly turned out, with signature pearl choker
and mane of sable hair, she is confident and
assertive, the perfect image for her newly
invigorated Avon Products. Jung is the first
female CEO at a cosmetics company who wasn't also
its founder.
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• Still one of Jung's moves has been to pull back
  somewhat from localization. "Ten years ago, every
  product was different in every country," she
  says. Now, many products that work in one market
  are tested and then sold in others and ads are
  frequently done on a global basis
• Does the Western image hurt the company in Asian
  markets? "The brands that have performed best are
  global brands, not the Japanese brands," she
  says. "That's true in Asia and around the world."

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• When Avon needed a major makeover two years ago,
  Jung, 43, got straight to work. She ploughed
  money into research came up with fresh,
  high-tech products revamped the packaging and
  rejuvenated ad campaigns featuring younger faces,
  including Venus and Serena Williams and, in the
  UK, Atomic Kitten. She united Avon's disconnected
  international operations into what she calls a
  global "company for women" and, this year,
  started selling a line of Avon products, called
  beComing, in stores. She even took the company
  online. sales rose 5 per cent to a record 5.95
  billion.

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Refine your search
"andrea jung" and avon and (adapt or overhaul
or innovat or chang or renew or creat or
rejuvenat or transform)
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Refine your search
"andrea jung" and avon and (image or brand)
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Expand your search
avon and corporate culture
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Expand your search
avon and china
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Selecting and downloading
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Business Source Premier
andrea jung
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Select the articles you require
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Email the articles
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