FINDING THE BEST LEADERSHIP STYLE TO ENHANCE ORGANIZATIONAL PERFORMANCE FOR START-UP: AN ETHNOGRAPHIC STUDY OF ASHWA

• Main Author: Qanitah Awadian, Amelia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75544
• Institution: Institut Teknologi Bandung

Fujifilm and Kodak have forced business leaders to have excellent leadership to maintain their business by considering the Volatility, Uncertainty, Complexity, and Ambiguity (VUCA) aspect. A term which describes that what we do now might not always be applicable for tomorrow. Consequently, having good leadership is crucial for a number of reasons. Not just in a big company, but also a start-up such as Ashwa. Ashwa is an online mental health service which has difficulties in scaling and growing its number of customers. Evidently, the CEO rarely uses her decision and waits for other member’s acceptance to achieve goals. Hence, This study aims to evaluate and identify the best leadership style using ethnographic study in order to get the phenomenon of human behavior in a holistic and culturally-rich perspective. The ethnography was done by interviewing Ashwa’s co-founders and analyzed through Ethnography Analysis by James Spradley. The data showed that leadership in Ashwa is not effective yet. Ashwa’s Co-Founders are expecting a transactional leadership style among preferred leadership styles to help them boost their performance in the company.