Team leadership, innovation and change management - A case of Red Bull Inspired by functional drinks from East Asia, Dietrich Mateschitz founded RedBull in the mid-1980s. He developed not only a new product but also a unique marketing concept and launched RedBull Energy Drink in Austria on April 1, 1987. Mateschitz not only helped the energy drink become popular around the world, but also built up a sports, media, real estate and gastronomy empire around the brand. Mateschitz worked on the formula for three years before the modified drink was launched under its new name in his native Austria in 1987. Under Mateschitz' stewardship, Red Bull quickly increased its market share, first in Europe, then in the United States, helped by marketing campaigns promoting the drink's claimed stimulating properties and extensive sponsorship agreements in motorsports, soccer, extreme sports and the music industry. By exploiting their link with an athlete, team, competition, or the sport itself, sponsors also strive to generate the public's trust, acceptance, or harmony with the media perception a sport has established or obtained. In addition to sponsorship, Red Bull owns Flugtag (an acrobatic flight competition), the Red Bull Air Races, and teams in various sports, includingFormula 1, NASCAR, soccer, and ice hockey. Red Bull's brand name and image, together with other promotion methods, has paid them well to become the giant they are now, as seen by sales and theacquisitionof a massive market They also profit from the extensive promotion and marketing of the Red Bull energy drink, which promotes sales. Consider this: a company that sells approximately 7.5 billion cans annually generates roughly $6 billion in sales. Customers react in this way to their products. According to a filing with the Austrian company register, Red Bull's income has increased 10% to $971 million last year as revenue increased 8.6% and dividends from subsidiaries increased.

1. Discuss and justify the type of team leadership behaviour or style most likely to be practised by leadership of Red Bull to maintain its competitiveness in the industry.

2. As the organisation expands, discuss three (3) leadership and management challenges Red Bull may encounter in the age of globalisation.

3. Why are business ethics and integrity highly essential in today's management strategies?

4. Recommend two (2) change management strategies incorporating such values to Red Bull senior leadership.

5. Briefly outline the choice, trajectory and change variables in change management process.

6. Advise the leadership management of Red Bull on how to implement the planned change using the variables mentioned above