The Journey Begins

Locander, William B.
January 2005
Marketing Management;Jan/Feb2005, Vol. 14 Issue 1, p44
This article focuses on the concept of leadership in a marketing organization. While a chief marketing officer holds positional authority over the marketing organization, this does not guarantee that he/she is a leader. Leaders in marketing need more than a position on top of the organizational chart. They must come to see themselves, not as their position, but rather as one who brings relational skills to the organization. Leadership is an ambiguous and foggy concept. From the fog, three roles seem to appear: boss, leader and follower. These roles might be played by all at any point in time. but, as metaphors, they give insights into the fog. Philosophers, political scientists and management theorists have commented on the power or power. The enlightened leader shares power so as to develop leaders and create alignment. Authority comes with position. Formal authority can be used to reinforce the commander model of leadership. Some writers like to distinguish between leaders and managers. They see management as formal and scientific, doing such things as planning, budgeting, and controlling. In contrast, leadership is about creating vision and mobilizing people to move toward the vision. Leadership requires cooperation and teamwork to produce changes. While managers strive for stability and predictability, leaders want to transform, change, and move toward the vision. Leaders are more proactive and future-oriented while managers are more concerned with problems of the day.


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