— The role and responsibilities of a leader in the current globalised marketing scenario must concentrate in maintaining strategic leadership features. As noted by Morrill (2010), there is the need to maintain strategic leadership approaches. Under this provision, the leaders of the organisation must remain aware of all the international updates and capable of maintaining cross-cultural differences without discriminations. Added to these features there is also the need to remain positive towards subjective as well as informal kinds of feedbacks from the clients and even the employees of the organisation. Morrill (2010) adds that the leaders in modern trend must be able to train and motivate the employees for meeting the organisational goals with quality oriented margins.

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