The Impact of Visionary Leadership : A qualitative study of visionary leadership and its impact on organizational cultures within the marketing industry

Abstract: The research conceptualizes how visionary leaders have the ability to develop a vision for an organization, make it a shared one among its stakeholders and lead them towards the realization of the vision. The type of leadership within marketing agencies has a great impact on performance due to the level of creativity needed in the industry. A visionary leadership style possesses skills to motivate people which is necessary to be creative. The purpose of the study is to investigate how visionary leadership impacts business strategies focusing on organizational cultures from the viewpoint of marketing agencies. In the research, a qualitative study has been applied where data has been collected through semi-structured in-depth interviews with respondents working in marketing agencies providing the empirical findings. It is found through the research that leadership traits of visionary leaders are beneficial and have a great impact on organizational cultures. Visionary leaders possess the ability to communicate and implement visions within companies and guide organizations through action steps to realize the visions.