Impact of Dynamic Leadership and Marketing Planning on Organizational Resilience During Covid-19: Higher Learning Institutions

The impact and changes due to sudden internal or external occurrence are difficult scenarios faced by many business organizations. The COVID-19 pandemic has wreaked havoc on the nation's economic, social, and technological progressions. The effects of the sudden, extreme changes and uncertainty...

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Published in:SAGE OPEN
Main Authors: Zahari, Afzal Izzaz; Manan, Dewi Izzwi Abdul; Mohamed, Norhayati; Said, Jamaliah
Format: Article
Language:English
Published: SAGE PUBLICATIONS INC 2023
Subjects:
Online Access:https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001110071700001
author Zahari
Afzal Izzaz; Manan
Dewi Izzwi Abdul; Mohamed
Norhayati; Said
Jamaliah
spellingShingle Zahari
Afzal Izzaz; Manan
Dewi Izzwi Abdul; Mohamed
Norhayati; Said
Jamaliah
Impact of Dynamic Leadership and Marketing Planning on Organizational Resilience During Covid-19: Higher Learning Institutions
Social Sciences - Other Topics
author_facet Zahari
Afzal Izzaz; Manan
Dewi Izzwi Abdul; Mohamed
Norhayati; Said
Jamaliah
author_sort Zahari
spelling Zahari, Afzal Izzaz; Manan, Dewi Izzwi Abdul; Mohamed, Norhayati; Said, Jamaliah
Impact of Dynamic Leadership and Marketing Planning on Organizational Resilience During Covid-19: Higher Learning Institutions
SAGE OPEN
English
Article
The impact and changes due to sudden internal or external occurrence are difficult scenarios faced by many business organizations. The COVID-19 pandemic has wreaked havoc on the nation's economic, social, and technological progressions. The effects of the sudden, extreme changes and uncertainty toward the environment require business organizations to further adapt and change to improve their survivability. Dynamic leadership requires leaders to make sudden changes improving adaptability or marketing capabilities to stay resilient and relevant to the mass market. Thus, the goal of the present study was to investigate the influence of dynamic leadership and marketing planning on organizational resilience in the context of Malaysian Private Higher Learning Institutions (PHLI). In this paper, the study performed PLS-SEM on the data collected using purposive sampling of 224 respondents, consisting of managers from colleges and universities in urban areas of Malaysia. The SEM was used to test on the levels of relation and whether there was any mediation between the tested variables. The study revealed that the dynamic leadership and marketing planning of Private Higher Learning Institutions' (PHLI) managers can improve organizational resilience. It highlighted the impact of leadership values has on improving overall market plans and affecting their resilience. Marketing planning should not be neglected as it is one of the crucial factors in achieving resiliency. The study's results are timely as they provide information for users to improve their overall survivability. The value of marketing planning should not be lightly treated as it has a serious impact toward organizational resilience. It is an important element for organizations in the current state of where survivability is essential in an unpredictable environment.
SAGE PUBLICATIONS INC
2158-2440

2023
13
4
10.1177/21582440231212042
Social Sciences - Other Topics
gold
WOS:001110071700001
https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001110071700001
title Impact of Dynamic Leadership and Marketing Planning on Organizational Resilience During Covid-19: Higher Learning Institutions
title_short Impact of Dynamic Leadership and Marketing Planning on Organizational Resilience During Covid-19: Higher Learning Institutions
title_full Impact of Dynamic Leadership and Marketing Planning on Organizational Resilience During Covid-19: Higher Learning Institutions
title_fullStr Impact of Dynamic Leadership and Marketing Planning on Organizational Resilience During Covid-19: Higher Learning Institutions
title_full_unstemmed Impact of Dynamic Leadership and Marketing Planning on Organizational Resilience During Covid-19: Higher Learning Institutions
title_sort Impact of Dynamic Leadership and Marketing Planning on Organizational Resilience During Covid-19: Higher Learning Institutions
container_title SAGE OPEN
language English
format Article
description The impact and changes due to sudden internal or external occurrence are difficult scenarios faced by many business organizations. The COVID-19 pandemic has wreaked havoc on the nation's economic, social, and technological progressions. The effects of the sudden, extreme changes and uncertainty toward the environment require business organizations to further adapt and change to improve their survivability. Dynamic leadership requires leaders to make sudden changes improving adaptability or marketing capabilities to stay resilient and relevant to the mass market. Thus, the goal of the present study was to investigate the influence of dynamic leadership and marketing planning on organizational resilience in the context of Malaysian Private Higher Learning Institutions (PHLI). In this paper, the study performed PLS-SEM on the data collected using purposive sampling of 224 respondents, consisting of managers from colleges and universities in urban areas of Malaysia. The SEM was used to test on the levels of relation and whether there was any mediation between the tested variables. The study revealed that the dynamic leadership and marketing planning of Private Higher Learning Institutions' (PHLI) managers can improve organizational resilience. It highlighted the impact of leadership values has on improving overall market plans and affecting their resilience. Marketing planning should not be neglected as it is one of the crucial factors in achieving resiliency. The study's results are timely as they provide information for users to improve their overall survivability. The value of marketing planning should not be lightly treated as it has a serious impact toward organizational resilience. It is an important element for organizations in the current state of where survivability is essential in an unpredictable environment.
publisher SAGE PUBLICATIONS INC
issn 2158-2440

publishDate 2023
container_volume 13
container_issue 4
doi_str_mv 10.1177/21582440231212042
topic Social Sciences - Other Topics
topic_facet Social Sciences - Other Topics
accesstype gold
id WOS:001110071700001
url https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001110071700001
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