The stage is ours. From leader self-leadership to follower self-leadership as illustrated in the Marketing sector.

The aim of this study is to broaden existing theories on self-leadership in response to unprecedented challenges and job demands in the emerging economy of the 21st century. The Austrian marketing sector is used as an illustrative example for gaining a more nuanced conception of leaders’ understanding and enactment of self-leadership within a creative environment. The approximation with grounded theory allowed gauging the gap in scientific research with respect to studying self-leadership within organisational settings, as suggested by other scholars. Perceptions on the current work environment and implications for business dealings and leadership at a broader level are disclosed firstly. The study then approximates the concept of self-leadership, underlining some of the dominant notions thereto, as may also be found in prominent research and proposing a conceptualized model for the multiplex relationship of viewing oneself as a starting point in leading others. Possible elements thereto are subsumed into the rubrics of behavioural, emotional and cognitive strategies, continuous learning, authentic role modelling and critical reflection, all of which allow leaders to transcend to an external meaning and ultimately inspire self-leadership among their followers. In the near aftermath, selfleadership shows a positive influence on work performance of both leader and followers, on developing creative potential and deriving meaning for oneself. The findings shall serve as a source of inspiration for leaders within their intuitive learning journey of selfleadership and encouraging the same among their followers. Furthermore, this research constitutes the base for future studies that attempt to shed more light onto the practical applicability of self-leadership within a business context.