Question (1) Leadership is a crucial process that is required by a leader to manage a business company.

Values of customer, shareholder and human are the incentives to accomplish the common goal. The approach for common goal is to plan progression process from strategy, a shortterm plan, to mission, a middle-term plan, and followed by vision, the main objective. Taken together, Mission, Vision, Strategy, and Values create a system of ideas forming the foundation of real leadership.1 Customer value is included into the leadership because of the functionality of a firm. Price is the forefront factor that leading the bargaining of customer. Thus, ensuring the market price to be acceptable is the vital requirement for a firm. Besides, a flexibility of price which is known as the adjustment of price can be done whenever there is any change in economic of the world. A customer will purchase the interested items along with the pleasant services provided by the firm. A firm, therefore, is expected to acquire operational flexibility such as quality and reliability of product, honest information, fair treatment and services.2With this, customer will be satisfied with the product based on the price offered and be loyalty to that firm by means that the customer will recommend the product to the others. Shareholders are the legal owner of a firm for the investment on the companys product.3 Therefore, a leader must maintain the value with shareholders. Return 0n Investment is used by a leader to attract the shareholders which mean that the leader will make dividen of profit in the cost of product according to the investments of investors. With this, investors can obtain their profit from the cost that is calculated in percentage or ratio. As the sales of the product grown by receiving investments and selling to other company, the brand image of that product will lead to business sustainability. Subsequently, the attraction to more investors can be led by the good reputation of brand image. Brand image is the consumer perceptions about the brand by means the companies have to work hard on the consumer experience to ensure their satisfactory.4 Human value is needed for a leader to motivate the firms employee. To ensure that the business company be more reliable, sustainable and professional, the competency of employees is critically important in which the employees must acquire the knowledge of the jobs that are specialized in. Similarly, professionalism also being considered as another essential condition which means that the well trained employees whom have gained some experience, skills and capability in managing their own jobs.5 With a lifelong skills and capability, the employees will probably be officially known as the expert of that particular job. Apart from that, value of integrity and loyalty shall be cultivated by leader into his staffs instead of the must-need knowledge, skills, and capability. In conclusion, a leader in the firm has to consider the values of customer, shareholder, and human as mentioned above. For attending the vision, such values that involved in strategic and mission are required to be managed probably and favorably.

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Konrad, 2007. Joseph W.Weiss, 2003. 3 John E.Biernat, 2002. 4 Paul Temporal, 2002. 5 B.J.Hodge, William P.Anthony, and Lawrence M.Gales, 1996.

Reference: 1. Konrad, 2007, Mission vs Vision, online, assessed 5th May 2008, from 2. 3. 4. 5.
http://blog.bluesummit.net/strategy/mission-vs-vision/2007/ Joseph W.Weiss, 2003, Business Ethnics, South-Western publisher, 3rd edition, Page 150. John E.Biernat, 2002, Business & Society, Mc Grow Hill publisher, Page 330. Paul Temporal, 2002, Corporate Identity, Brand Identity, and Brand Image, online, assessed 7th May 2008, from http://www.brandingasia.com/columns/temporal10.htm B.J.Hodge, William P.Anthony, and Lawrence M.Gales, 1996, Organization Theory: A Strategic Approach, Prentice Hall publisher,5th edition, Page 366.