10 Roles, 1 Secret Ingredient: How Does Organizational Behavior Transform a Manager's Success?

Aadesh Navade

In today’s dynamic business landscape, implementing organizational behavior (OB) isn’t just a theoretical necessity; it’s a critical practice that translates into tangible benefits for managers. From fostering a strong company culture to driving productivity and innovation, OB principles are the foundation for effective management. To understand just how impactful OB can be, let’s look at how it supports each of Henry Mintzberg’s 10 managerial roles, using real-world examples from companies that have mastered these practices.

Interpersonal Roles: Building Strong Connections for Lasting Impact

Figurehead Role

As figureheads, managers represent the organizational culture and values, both internally and externally. A strong example is Mary Barra, CEO of General Motors. Known for her commitment to transparency and ethical practices, Barra symbolizes GM’s culture of innovation and quality. By embodying these values, she strengthens trust among employees and stakeholders. A figurehead’s role is about setting a powerful example; when managers understand OB, they know how their behavior influences the company’s reputation and employee morale.

Acting as a figurehead goes hand in hand with being a leader, as the respect and trust earned in this role can greatly impact how employees respond to leadership.

Leader Role

In the leader role, managers guide, motivate, and develop their teams. Satya Nadella, CEO of Microsoft, transformed the company’s culture by focusing on growth mindsets and empathy—a shift that reinvigorated the company and boosted morale. His leadership style, rooted in OB principles, inspired employees to embrace learning and collaboration, essential elements for innovation at Microsoft. By understanding team dynamics and individual motivations, managers like Nadella create environments where employees feel valued and inspired.

Leadership requires building relationships both within and beyond the team, which is why the liaison role is essential for effective leadership and organizational integration.

Liaison Role

A manager’s liaison role involves building valuable networks within and outside the organization. Tim Cook of Apple frequently meets with leaders from other tech companies, governments, and suppliers to align Apple’s strategies with global trends. By leveraging these connections, Cook keeps Apple at the forefront of innovation and aligns with regulatory and market changes. An understanding of OB helps managers like Cook communicate effectively and adapt to cultural nuances, strengthening these relationships and maintaining Apple’s leadership in tech.

Strong interpersonal connections naturally lead to a greater flow of information, making managers better equipped to gather and share insights in their informational roles.

Informational Roles: The Key to Strategic Insight

Monitor Role

In the monitor role, managers actively gather information to stay informed. Consider Susan Wojcicki, former CEO of YouTube, who consistently tracked industry trends, user behavior, and competitor actions to steer YouTube’s content and community strategies. By staying updated, Wojcicki ensured that YouTube remained competitive while balancing user and creator needs. OB knowledge allows managers to identify relevant information and anticipate market shifts, positioning their teams for proactive responses rather than reactive adjustments.

Being informed is essential, but it’s equally important to communicate this information effectively, which is where the disseminator role comes into play.

Disseminator Role

In this role, managers share information with their teams, shaping strategies and aligning goals. Sheryl Sandberg, former COO of Facebook (now Meta), exemplified this role through her regular updates to employees, which fostered transparency. Sandberg was known for distilling complex information into actionable insights, which kept Meta’s workforce aligned with its evolving objectives. Understanding OB principles helps managers communicate clearly and empathetically, which can boost morale and reduce ambiguity among employees.

Dissemination doesn’t stop internally—managers must also convey their team’s progress to the outside world, which is where the spokesperson role is critical.

Spokesperson Role

As spokespersons, managers communicate on behalf of their teams or departments, often in high-stakes situations. When Tesla faced production issues in its early days, Elon Musk regularly communicated with shareholders and the public, updating them on progress and setbacks. This transparency was critical in maintaining stakeholder trust and confidence. Organizational behavior knowledge aids managers in delivering honest, strategic messaging that builds trust with external parties, especially when times are tough.

After gathering and communicating information, managers often need to turn insights into actions—this is where decisional roles come into play, driving the organization forward.

Decisional Roles: Turning Knowledge into Action

Entrepreneur Role

In the entrepreneur role, managers lead initiatives for improvement and innovation. A prime example is Reed Hastings, CEO of Netflix, who spearheaded the shift from DVD rentals to streaming, and then to original content production. Hastings’ understanding of both consumer behavior and organizational dynamics allowed him to anticipate trends and pivot Netflix’s strategy ahead of competitors. OB principles empower managers to take calculated risks, encourage innovation, and foster a culture that embraces change.

Even the best-laid plans encounter obstacles, which is why the disturbance handler role is essential for managers to keep projects and teams on track.

Disturbance Handler Role

Managers often need to resolve crises or conflicts, whether internal or external. When Starbucks faced backlash over a 2018 racial profiling incident, CEO Kevin Johnson immediately implemented changes to prevent such issues from reoccurring. By understanding employee and public sentiment—a core OB skill—Johnson restored public confidence and ensured Starbucks remained a welcoming environment. The ability to handle disturbances smoothly reinforces a manager’s credibility and keeps the organization resilient.

Keeping disruptions under control allows managers to focus on resource allocation, ensuring that teams have what they need to perform effectively.

Resource Allocator Role

As resource allocators, managers decide how to use resources like budget, time, and personnel. An example here is Mark Zuckerberg’s allocation of resources to focus on Meta’s shift to the “metaverse.” This strategic decision involved considerable financial and human resources, demonstrating his prioritization of long-term innovation over short-term gains. OB principles enable managers to balance these allocations effectively, matching resources to team capabilities and organizational goals.

Allocating resources efficiently often involves negotiation, whether for budget increases, project deadlines, or team assignments, making the negotiation role a natural extension.

Negotiator Role

In the negotiator role, managers work to reach agreements that benefit both their teams and the organization. Consider Indra Nooyi, former CEO of PepsiCo, who negotiated for healthier product offerings to align with consumer trends, balancing business growth with social responsibility. Understanding OB helps managers like Nooyi navigate negotiations by recognizing underlying needs and perspectives, which is essential for securing favorable outcomes for all parties.

Leveraging OB for Holistic Management Success

Implementing organizational behavior is more than just an academic exercise; it’s a powerful toolkit that managers can use to excel in each of Mintzberg’s roles. From Mary Barra’s figurehead role at GM to Indra Nooyi’s negotiating at PepsiCo, understanding OB helps managers connect with people, communicate effectively, and make decisions that benefit both their teams and the broader organization. By mastering OB, managers can transition seamlessly across roles, adapt to challenges, and drive their companies toward sustainable success.

In short, OB enables managers to lead not only with strategy but with empathy, creating a work environment where everyone can thrive.