Hello everyone, our group’s topic is “Why is ….”My name is ….
A study of Thai business leader
49069 Leadership & Responsibility Mr. Chaleo YoovidhyaThe Charismatic Leader & Originator of Red Bull Sirikorn Phanthabut – 10373912 Kittikun Sangnin – 11307345Group Presentation - Autumn 2012
Red Bull - Quick Facts Originated in Thailand in 1976 by TC Pharmaceuticals Krating Daeng = Red Bull Discovered by Dietrich Mateschitz in 1982 $500k + $500k = 49% + 49% + 2% Sold ~4 billion cans worldwide each year
Chaleo Yoovidhya - Quick Facts Owner of TC Pharmaceuticals, etc. Originator of Krating Daeng (i.e. Red Bull) Third richest man in Thailand 205th richest person in the world Estimated net worth =$5 billion
Chaleo Yoovidhya & Red Bull Born in 1923 in Thailand Scraped a living by duck farming & fruit selling Education level = primary school Shopkeeper > tradesman > salesman in chemist shop Started TC Pharmaceuticals in the 1960s Born of Krating Daeng in 1976 2nd most popular energy drink in Thailand within a year Marketing strategy/brand positioning = free samples + inexpensive + hard-working labourers
Model of Leadership Types (Pearce, etal., 2002) Relevant Theories Relevant Theories Theory X Expectancy (McGregor, 1960) Exchange Initiating Structure Directive Transactional Reinforcement Task oriented Reward (Podsakoff, et al., Punishment 1982) Leadership Types Relevant Theories Relevant Theories Charismatic Behavioural self- leadership management Transformational Empowering Sociology of Social cognitive charisma Participative Transformational management & leadership goal setting
Power Taxonomy (French & Raven, 1959) Reward Power • Comply to obtain rewards Coercive Power • Comply to avoid punishments Legitimate • Comply because of obligation Power • Comply because of trust in Expert Power expertise Referent Power • Comply because of admiration
Conclusion: Nature of Chaleo’s influence Trust Expert power Confidence + Respect Referent Brand power loyalty (French & Raven, 1959) “a man’s determination will conquer his destiny”
References• Krating Daeng, http://www.kratingdaeng.com.• Red Bull, http://www.redbull.com.• The New York Times, http://www.nytimes.com/2012/03/19/business/chaleo- yoovidhya-dies-created-red-bull-energy-drink.html.• Pearce, C.L., et al., 2002, Transactors, transformers and beyond: A multi-method development of a theoretical typology of leadership, Journal of Management and Development Vol. 22, No. 4, pp. 273-307, MCB UP Limited.• French, J., Raven, B.H., 1959, Power Taxonomy, Studies of Social Power, Institute for Social Research, Ann Arbor, MI.