Leadership Discourse Analysis: The Case of Starbucks CEO

Hong Bui, Gemma McCarthy

Research output: Contribution to conferencePaperpeer-review


This study creates a structured link to characteristics that portray a transformational leader via a method of discourse analysis. An analysis was applied to 216,000 spoken and written words from Howard Schultz, a successful CEO of Starbucks. Findings from the analysis showed the power of leadership language, and established five key characteristics that Howard Schultz frequently displayed throughout his tenure as CEO as a transformational leader. These characteristics advance our understanding of transformational leadership. In addition, leadership discourse analysis will open a research venue to have new insights of leadership from different angles that the literature has mainly neglected.
Original languageEnglish
Publication statusPublished - 10 Sept 2015
EventBritish Academy of Management -
Duration: 10 Sept 2015 → …


ConferenceBritish Academy of Management
Period10/09/15 → …


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