The Effect of Transformational Leadership on Organizational Culture and Marketing Team Performance

Abstrak

This study aims to analyze the effect of transformational leadership on organizational culture and marketing team performance using a systematic literature review approach. The literature sources used come from Scopus, DOAJ, and Google Scholar indexers, with the selection criteria published between 2010 and 2020. Based on the analysis of existing literature, transformational leadership has a significant positive impact on the formation of an organizational culture that supports innovation, collaboration, and marketing team performance. This leadership style plays a role in enhancing creativity, problem solving, and organizational citizenship behavior, which contribute to the development of high-performing teams. In addition, transformational leadership has also been shown to increase employee motivation, commitment, and engagement. Nonetheless, the effectiveness of transformational leadership may vary depending on contextual factors, such as organizational culture and industry sector. In some contexts, such as sales management, transactional leadership is more effective. These findings emphasize the importance of tailoring leadership styles to the needs and characteristics of each organization to achieve optimal results. This research provides important insights into the relationship between leadership, organizational culture, and marketing team performance that can be applied in managerial practice.