Do as I do! : A single case study investigating leadership within a successful e-commerce company with a Customer Experience focus

• Main Authors: Fors, Emelie, Lundberg, Evelina
• Format: Others
• Language: English
• Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2021
• Subjects: Leadership; Leadership style; Transformational Leader; Digital leader; Digital Era; E-commerce; Customer Experience; Employee Engagement; Corporate Culture; Organisational structure; Ledarskap; Ledarstil; Transformerande ledare; Digital ledare; Digitalisering; E-handel; Kundupplevelse; Medarbetarengagemang; Företagskultur; Organisationsstruktur; Business Administration; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105523

The digitised world of today has led to the development of new organisational structures within companies, resulting in new leadership styles in digital firms. Furthermore, customers’ demand is constantly increasing, which results in the importance of delivering an experience to the customers to stay competitive in the market. Therefore, the purpose of this thesis is to investigate how leadership is applied in a successful e-commerce company with a Customer Experience focus. This thesis is conducted throughout a qualitative single case study of a successful e-commerce company focusing on customer experience(s). The empirical findings have been obtained through semi-structured interviews, which further have been analysed together with the given theories to gain an in-depth understanding to answer the research question (1) How does leadership manifest itself in an e-commerce company? Furthermore, the sub-question (a) Which leadership styles can be identified within the e-commerce company. The conclusion of this thesis presents the importance of having leadership connected to the corporate culture. This includes considering the culture in all decisions within the company and that leaders and employees live by the company’s values. This thesis presents leaders within the case company applying several attributes of different leadership styles. However, the primary leadership style that has been identified throughout all leaders is transformational leadership, including being a digital leader.