Impact of Leadership Behavior on Employees

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It is stated that after all argues statements Patagonia leads the designing and sport equipment world by adopting both traditional and nontraditional approaches with total quality management and value creation. Patagonia is consistent and sustainable in their quality and products that why it became success to build trustworthy long term relation with their employees and also achieving their all objectives and working up to the mark.

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Keywords: Patagonia (area of South America), marketing (Advertising internally / externally), consistency, responsibilities.


In modern world most of the consumer are receiving, watching, numbers of advertisements regarding different types of product and that marketing is in the shape of printed and social media so that’s why it is too much difficult for most of the companies to compete their competitors. Today many of the consumers are divided in several dimensions some are the brand conscious some are the price conscious, so at the time of manufacturing every company have to focus both thins and targeted customers as well. The key factor for making product famous is marketing (indoor/ outdoor) of product it means the advertisement must be attractive then product will move toward the level of success.

Basically Patagonia is a region where a company named Patagonia which is designing the high quality clothing and all equipments of sports.


Basically the headquarter of this company is located in Ventura, California, USA , the nature of this company is related to the manufacturing of the products, the products like; clothes, mountaineering, rock climbing, hiking and fishing etc. there are 32 stores/ branches of this company which is located in Us and 36 are internationally and three are founded in Australia. It is also providing online delivery services of their products to their customers that can order from any corner of the world. Its annual revenue is approx: US$750 million, it shows that Patagonia is in the list of well known companies. this case study is related to that how Patagonia is unique from other companies by using non traditional methods, and also describes how Patagonia build their relation to the customers by focusing that how they can create long term benefit, they also focusing to give value to their customers/partners because the main concern of this company is to build trusty relation with their customers.

Statement of problem:

The main argue of this case is how to enhance strong and long range relation with the customer, and how can we compete our competitors which will be the unique thing of our products through which we can reach to our targeted revenue.


Basically the purpose of this case study is to determine all the marketing approaches/strategies of Patagonia Company.

Marketing Approaches/methods for value creation:

The success of any company is concerning with their marketing department that how they present the products of their company in front of their customers and how much they motivate and attract their customers while many of the company is focusing on only their manufacturing and profit loss budget resources not about that how to build an effective relationship with customer which will be more fruitful for them as compare to adopting other strategies they didn’t focus on to give value to their customers in order to build a trustworthy relationship, but Patagonia is one of the company which set their first priority to give value to their customers in order to build long term relation inspire of focusing, raw material, resources, ,manufacturing, budget, transport, but Patagonia is that company which always provide facilities to their customers by providing them different types of opportunities gifts and value which become the reason of their success.

Patagonia has a strategy that first they decided that which are our targeted customers which can buy our product and we can obtain long range profit from them by maintain a good relationship with them, because Patagonia HOD knows the importance of value creation of employees they knows that customers are the king of market if they are we are, Patagonia company also focus on their marketing process in order to provide valid and all type of information regarding their products to their customers that’s why all of the customers of Patagonia is know the quality and source from which these products are manufactured because it provide all info to their customers and the manufacture their products according to the needs and wants of the customers.

Patagonia also give facility to their customers that before purchasing their customers can open the products and can seen that from which product is manufactured and how it is manufactured, transported,& which is the uniqueness of products. Patagonia also provide a facility to their customers to know about their products through their websites, social network and other platforms.

When any of the customer buy the product of Patagonia then the main focus of Patagonia is to deliver qualitative product continuously so this way can built the strong relationship and also became the reason of value creation and long range profit. This techniques of maintain consistency in quality will lead the Patagonia toward the success because Patagonia believes on quality rather than quantity which thing insist customers to buy Patagonia products rather than purchasing other companies products.

This company also defines the different method for maintaining their products that how you have to use and how u makes care of it can and is the symbol of a qualitative product. it is real fact that when any customer completely use the products for too much time then he/she is thinking about switching the product in order to use a different thing but Patagonia set such techniques and manufacture such qualitative products so customers are using that product for long time and even not thinking about another product because they are obtaining the high level of satisfaction from the products of Patagonia product.

Another main thing of Patagonia company which resists their customers to go another product is that they focusing on (5R) formula:

  • Reduce
  • Repair
  • Reuse
  • Recycle
  • Reimaging

This is the main 5r formula of Patagonia Company:

Reduce: Patagonia Company reduce the level of risk by providing qualitative product.
Repair: it also provides the facility of repairing their products to their customers.
Reuse: there old products are also more qualitative then the new products of another company
Recycle: they review their process and manufacturing procedure that if any mistake or deficiency is occurred it can be finished.
Reimaging: it know very well that how to take products from bottom to the top rank through different methods.

That’s why their customer is consistently connected with them for long time because this company is value oriented and sustainable from all of the companies.

Mission and Strategy:

The mission and first priority of Patagonia Company is to create value for the customers and providing them qualitative products through which trustworthy and long term relation can be build in order to get targeted revenue.

And if we talk about the strategy of Patagonia then few things comes in our mind that they are focusing on:

  • CRM
  • Quality
  • Sustainability
  • Targeted customers
  • Gap
  • Focused on needs and wants
  • Value creation
  • Customers are the king of market
  • Long range profit.

These are the main characteristics on which Patagonia Company is focusing which are also the key factors of their success. it also focus on research development means Patagonia is always in searching mood that where is the gap where we can regulate our business in order expend business globally. Patagonia also provides easy access to their customers like online services and located stores in the main location of areas.

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Impact of leadership behavior on employees. (2019, Mar 22). Retrieved December 7, 2022 , from

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