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(d) Recommend which of Mintzberg’s management roles is likely to be the most important for the new Managing Director of WL. Justify your recommendation. [11] Summer 2019 Paper 21

The new MD needs to be a figurehead. Robert was a good figurehead because he was well liked for over 50 years. A good figurehead will have the trust and loyalty of the workforce. To improve the morale of the demotivated workforce. He also needs to be an entrepreneur, to diversify as demand is falling. This means he will find new ways to boost demand to increase profits/ revenue. The entrepreneur role is the most important. Without new ideas the business will not have enough demand and this is the most immediate concern for WL. However, this depends upon the MD being able to have some interpersonal skills.