Leadership in Transformational Change: Proactively Creating a Branding Effect to Overcome External Resistance

DOI

10.2991/978-2-494069-31-2_286How to use a DOI?

Keywords

Transformational change; David Stern; Branding effect

Abstract

When facing an unexpected external crisis, leaders of organizations and companies are supposed to make transformational changes, seeking other possible development models to overcome those resistances. In particular, the outbreak of Covid-19 has threatened many corporations’ survival, which is of necessity for those leaders to find practical ways to go through the grinding period. In the existing theories, cooperating with others, gaining support and trust from policymakers, and taking on the ability to utilize foresight are common strategies to deal with external drags. In this research, a supplement will be added to the theories above, which is leaders may proactively create a branding effect to overcome external resistance. The research method is processed tracking in the case study, and David Stern will be used as an example of transformational leaders to illustrate the whole theory. The passage will first begin with the introduction of the basis of the research, including the research background, framework, and significance. Then it will go to the theoretical review and have a detailed description of the research question. The following paragraphs will mainly focus on the case analysis and explorations of the inner logic. In the final part comes a conclusion of the whole research, consisting of the results and the shortage of the research. This passage will inspire leaders when they get stuck in an unexpected crisis and offer them suggestions on how to take advantage of the branding affect and put their products on a higher platform.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Chuao Liu
AU  - Ziqing Que
AU  - Jing Zong
PY  - 2022
DA  - 2022/12/29
TI  - Leadership in Transformational Change: Proactively Creating a Branding Effect to Overcome External Resistance
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 2440
EP  - 2447
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_286
DO  - 10.2991/978-2-494069-31-2_286
ID  - Liu2022
ER  -