Papers by Cosmas A Nwankwo
HONG KONG JOURNAL OF SOCIAL SCIENCES, 2025
Abstract (in English):
Background: Strategic leaders play a central role in dealing with organis... more Abstract (in English):
Background: Strategic leaders play a central role in dealing with organisational crises, but little is known about how these leaders in South Africa`s business schools influence academic resilience, especially during a complex and prolonged crisis such as the COVID-19 pandemic. The objective of this qualitative study was to explore the influence of strategic leadership of a selected business school in South Africa on activities and strategic direction during COVID-19 to shape academic continuity and resilience.
Methods: The present study is a descriptive study using qualitative technique. It is therefore using an interpretative subjective approach with its main purpose to subjectively report on the truth. Six experienced academic leaders at the selected business school were selected using purposive sampling. Data were collected using semi-structured virtual interviews and analysed using thematic analysis.
Results: the results revealed that the multiple influences of strategic leadership on activities and strategic direction in the business school were evident through strategic thinking, holistic redesigning of teaching and learning from face-to-face to online, agile resource mobilization and utilization, transparent strategic communication, and the pursuit of multi-level strategic commitment during the COVID-19 crisis.
Conclusion: Predominantly, resilience was reactive as strategic leaders influenced coping and adaptation capabilities but could not influence proactive actions before COVID-19. The study also highlights that success in responding to an organisational crisis is a function of effective strategic leadership supported by the commitment of both tactical and operational leadership. It also brings to the fore the important role and support that internal and external stakeholders contribute in managing a crisis and ensuring the resilience of an organisation during and post a crisis event.It is recommended that leadership development practitioners adopt an integrative approach to develop the identified multiple dimensions of influence by strategic leaders and the three-stage resilient capabilities of anticipation, coping, and adaptation to enhance the business schools academic resilience proactively in times of crisis. Areas for future research are highlighted. Keywords (in English): Strategic Leadership, Resilience, South Africa, COVID-19, Academic Leaders.
Article History:
Received:
Revised:
Accepted:
Published:
南非商学院的韧性战略领导力
摘要：
(Abstract in Chinese): 背景：战略领导者在应对组织危机中发挥着核心作用，但人们对南非商学院的这些领导者如何影响学术韧性知之甚少，尤其是在像新冠疫情这样复杂而持久的危机时期。本定性研究旨在探讨南非某所商学院的战略领导力在新冠疫情期间对学术活动和战略方向的影响，从而塑造学术的连续性和韧性。
本研究是一项运用定性技术的描述性研究。因此，它采用解释性主观方法，主要目的是主观地报告事实。本研究采用立意抽样法，从所选商学院选出了六位经验丰富的学术领袖。数据收集采用半结构化虚拟访谈，并采用主题分析法进行分析。
结果：研究结果表明，战略领导力对商学院活动和战略方向的多重影响体现在战略思维、从面授到线上的全面教学和学习重塑、灵活的资源调动和利用、透明的战略沟通以及在新冠疫情期间寻求多层次战略承诺等方面。
在新冠疫情 (COVID-19) 之前，韧性主要体现在被动应对方面，因为战略领导者能够影响应对和适应能力，但无法影响主动行动。研究还强调，成功应对组织危机的关键在于有效的战略领导力，以及战术和运营领导力的投入。研究还强调了内部和外部利益相关者在危机管理以及确保组织在危机期间和危机后韧性方面所发挥的重要作用和支持。建议领导力发展实践者采用整合方法，培养战略领导者所确定的多维度影响力以及预期、应对和适应三个阶段的韧性能力，从而在危机时期主动提升商学院的学术韧性。研究还重点介绍了未来的研究领域。。
CINEFORUM, 2025
This study examined the effect of e-commerce adoption on the competitive advantage of pharmaceuti... more This study examined the effect of e-commerce adoption on the competitive advantage of pharmaceutical stores in Anambra State, Nigeria. Utilizing a descriptive survey research design, data were collected from 337 registered stores through structured questionnaires. The analysis included descriptive and inferential statistics, particularly multiple regression analysis using SPSS version 27. The findings revealed that online sales significantly enhanced the competitive advantage of pharmaceutical stores, with a positive relationship established between digital marketing efforts and improved customer engagement. Specifically, online sales showed a coefficient of 0.247, indicating a strong impact on competitive advantage, while digital marketing contributed a coefficient of 0.115. These results underscored the critical role of e-commerce strategies in driving operational efficiency and customer satisfaction. The study concluded that the adoption of e-commerce tools is essential for pharmaceutical stores to maintain competitiveness in a rapidly evolving market. It recommended that store owners upgrade their e-commerce platforms for better usability and security, and implement targeted digital marketing strategies to enhance customer engagement. Furthermore, investing in customer feedback systems and expanding online product offerings were advised to improve overall business performance and sustainability.
Innovations, 2025
The use of social media has been identified as a new possibility that will enhance political proc... more The use of social media has been identified as a new possibility that will enhance political process and build a robust democracy in the modern world. The reason of the study is to evaluate the effect of social media on voters' participation in the 2021 governorship election in Anambra State. The specific objectives of the study were to: determine the effect of blogs/forums and YouTube on voters' participation in the 2021 governorship election in Anambra State. Survey research design was adopted. The population of this study comprised of all the registered voters in the three senatorial zones of Anambra State, Nigeria, totaling 338,134, while the sample size of 347 was used for the study. This was determined using proportionate stratified random sampling and convenience sampling techniques. The instrument was a questionnaire which was face validated while test-retest reliability was employed to verify the internal consistency. The study data were analyzed using the Statistical Package for Social Sciences (SPSS) 27 software. Linear regression analysis were employed to assess research hypotheses while the significance level for the research hypotheses was set at 0.05 level of significance. The findings of the study revealed that Blogs/forums have significant effect on voters' participation in the 2021 governorship election in Anambra State and that Youtube has a significant effect on voters' participation in the 2021 governorship election in Anambra State. The researchers recommended among others that political candidates should improve their strategies especially where it concern blogs to engage citizens by understanding the public's perception of political parties and how shared content on blogs and Youtube platforms which influences their intention to vote.
Well Testing, 2025
Consumer preferences towards bread brands have considerably changed due to economic, social and c... more Consumer preferences towards bread brands have considerably changed due to economic, social and cultural changes. These have created challenges for companies in keeping consumers continuously aware of their products and preventing them from switching to other related brands. The aim of this paper examine the influence of brand awareness on consumer purchase intention of selected bread brands in Anambra State, Nigeria. The operational dimensions for consumer awareness include: brand name, brand recognition, brand recall, and top-of-mind awareness. The study adopted a positivistic ontology and descriptive survey design. Due to the infinite nature of the population, 384 were purposively sampled. Multiple regression analysis was used to analyse the data. The study found that brand awareness has a significant influence on consumer intention. The paper concluded that brand awareness has a significant influence on consumer intention of some bread brands in Anambra State, Nigeria. The study recommended that producers and marketers of breads should pay special attention to building good brand awareness as a part of their branding strategy since it can enhance consumer purchase intention.
International Journal of Scientific Research and Management (IJSRM)
Product packaging is a marketing tool primarily designed to hold and protect firm product’s image... more Product packaging is a marketing tool primarily designed to hold and protect firm product’s image in the mind of the consumers. In recent times, firms are gradually realizing the efficacy of good packaging so as to elicit and create immediate consumer recognition of a brand. To this end, this study investigated the influence of product packaging on consumer buying decisions of brands of bread in Delta State. The specific objectives were to investigate the influence of product package emotional appeal, product package workability, and product package size on consumer buying decisions on brands of bread in Delta State. The study adopted a descriptive research design using a survey research method. The population of the study comprised the consumers of brands of bread in Delta State. The sample size was 384 consumers which was derived using the Cochran sample determination. A structured questionnaire was used as an instrument of data collection for the study. Findings of the study sho...
Arabian Journal of Business and Management Review, 2016
This study examines the protection of Nigerian Consumers with particular reference to the role of... more This study examines the protection of Nigerian Consumers with particular reference to the role of Consumer Protection Council of Nigeria (CPC) established by the Act C25 of 2004 and charged with the responsibility to promote, protect and safeguard the rights and interests of consumers in all areas of goods and services. The study analyzed primary data against the background of the objectives of the study. Evidences available indicate that consumer protection in Nigeria, like in most less developed countries had remained at the lowest ebb in spite of the prevalence of unwholesome business practices. The study observed that although the CPC Act recognized the rights of consumers, it does not specifically provide how these rights should be enforced, as they were merely implied and subsumed into the functions of the Act Council. The study also found that most of the consumers do not take time to study the labels on products before purchase and as a result, they do not have full informat...
THE INTERNATIONAL JOURNAL OF BUSINESS & MANAGEMENT , 2025
THE INTERNATIONAL JOURNAL OF BUSINESS & MANAGEMENT Billboard Advertising and Consumer Purchase De... more THE INTERNATIONAL JOURNAL OF BUSINESS & MANAGEMENT Billboard Advertising and Consumer Purchase Decisions of Cosmetic Products in Anambra State, Nigeria 1. Introduction In a modern marketing environment, attracting and satisfying customers are more difficult than producing goods and services. Advertising is an important means to influence and attract potential customers. Advertisements are considered to be the most effective tool for creating awareness about new products and reminding consumers about the existing product line. The importance, acceptance and effectiveness of advertisements led companies to consider it as an important medium for information dissemination. Advertising is a way of communication to encourage an audience to make a purchase decision about a product or service and convey information to viewers. It is considered a vital and essential element for marketers and businesses (Muluka & Kassegn, 2025). Billboard advertising is the key to building, creating and sustaining brands (Anil, 2014). Joshua et al. (2025) emphasize that it plays a major role in persuading, informing and reminding both potential and existing customers towards making a purchase decision. Companies create this form of advertising with a variety of objectives in mind. They may have the ultimate goal of getting people to sample a product or persuading them to take action (Lopez & Myles, 2009). The impact of such advertising is to persuade the consumer's purchasing power (Abiodum, 2011). The majority of the adverts use appealing images and persuasive words as a code to convince an individual's perception of the product. It plays a vital role in shaping dreams and aspirations and helps customers make conscious product and brand decisions (Katariina, 2017). As a consequence, consumers may choose between making an immediate decision (to buy or not to buy) and delaying this decision to seek additional information, thus reducing the decision risk. It is obvious that the influence of billboard advertising on audiences impacts their decisions to either purchase a product or not. Billboard advertising influences how a product is perceived and consequently affects audience purchase decisions. In a time when traditional media is often ignored, smart marketers have the opportunity to benefit from the results-driven ads that billboards can offer (Nyarko et al., 2015). Despite the fact that billboards are our latter-day town criers that announce what's hot and what's not, Gulmez et al. (2017) observed that billboard advertising has not been strategically placed by most manufacturers. This could also be informed by the misconception of some marketers that due to the emergence of several other advertising techniques in the market, the effectiveness of billboard advertising has
Innovations, 2025
Introduction: the concept of social entrepreneurship has come to stay and many youth who have suf... more Introduction: the concept of social entrepreneurship has come to stay and many youth who have suffered the challenges of being unemployed may embrace this new phenominon. Social entrepreneurship is an emerging concept that combines the passion of a social mission with businesslike discipline, innovation, and determination. Nigeria has a large youth population, many of whom face high unemployment and limited economic opportunities. Objective: The study examines the role of social entrepreneurship and its potential in empowering youth in Nigeria. Methodology: The study reviews how social entrepreneurs in Nigeria are developing innovative solutions to youth development challenges, creating jobs, and empowering young people through their ventures. By examining various social enterprise models, case studies, and the existing challenges faced by youth, this study highlights the transformative impact of social entrepreneurship on youth empowerment, the key characteristics of social entrepreneurship for youth empowerment, the main challenges faced, and the policy implications for supporting this sector. Conclusion: The paper concluded that social entrepreneurship holds great promise for catalyzing youth development in Nigeria but requires a conducive ecosystem and greater institutional support.
International Journal of Scientific Research and Management (IJSRM), 2025
Product packaging is a marketing tool primarily designed to hold and protect firm product's image... more Product packaging is a marketing tool primarily designed to hold and protect firm product's image in the mind of the consumers. In recent times, firms are gradually realizing the efficacy of good packaging so as to elicit and create immediate consumer recognition of a brand. To this end, this study investigated the influence of product packaging on consumer buying decisions of brands of bread in Delta State. The specific objectives were to investigate the influence of product package emotional appeal, product package workability, and product package size on consumer buying decisions on brands of bread in Delta State. The study adopted a descriptive research design using a survey research method. The population of the study comprised the consumers of brands of bread in Delta State. The sample size was 384 consumers which was derived using the Cochran sample determination. A structured questionnaire was used as an instrument of data collection for the study. Findings of the study showed that product package workability and product package size have positive and significant influence on consumer buying decisions of bread brands in Delta State. The study also found that product package emotional appeal does not have a significant influence on consumer buying decisions on brands of bread in Delta State of Nigeria. Based on these findings, the study concludes that product packaging has a positive effect on consumer buying decisions on brands of bread in Delta State, Nigeria. The study recommended amongst others that brand managers and dealers should continue to maintain and also invest more on the functional attributes of the bread package for improved consumer repurchase decisions.
Effect of Ecological Marketing on Survival of Small and Medium Enterprises in Anambra State, Nigeria
IJEBD (International Journal of Entrepreneurship and Business Development), Jul 31, 2023
The state of small and medium-sized businesses (SMEs) is deteriorating, and the environment is ir... more The state of small and medium-sized businesses (SMEs) is deteriorating, and the environment is irrational in a way that has led to many businesses, especially SMEs, collapsing early in their existence. In this study, the survival of SMEs in the state of Anambra was examined in relation to ecological marketing. Descriptive survey methodology was used in the study. All SMEs in Anambra State make up the study's population, and 384 people were chosen for the sample through the use of a purposive sampling technique. As a result, respondents were asked to complete a structured questionnaire. Data analysis techniques used included multiple regression analysis, exploratory factor analysis, and Pearson's correlation. Technology, sociocultural factors, and economic factors all had a positive and significant impact on the study's findings regarding the survival of SMEs. However, in Anambra State, political factors have a significant and detrimental impact on SMEs' ability to survive. In light of this, the study came to the conclusion that ecological marketing significantly affects SMEs' ability to survive in Anambra State, Nigeria. Additionally, it claimed that businesses are on the verge of extinction if they don't recognise and act quickly on the new trends and problems in their environment. However, this study recommended strengthening the regulatory framework as well as providing adequate infrastructure facilities for SMEs to survive in Nigeria.
Without techniques, doctoral students struggle to write a good discussion chapter in a thesis. Th... more Without techniques, doctoral students struggle to write a good discussion chapter in a thesis. This conceptual paper aims to educate and sensitise current and prospective doctoral research students on the use of the techniques of the inverted cone and three-part stages, Yang and Allison's (2003) moves and steps model, and divide and conquer tactics by Sanlı, Erdem and Tefik (2013) in writing the discussion chapter. The paper underscores that the inverted cone is helpful in not only organising structure and content but also clarifying and sustaining the logical nexus of the Discussion with the Introduction chapter. The seven moves and steps model provides a basic schematic structure that guides the discussion chapter's writing. Lastly, the divide and conquer tactics help determine the order of importance of the results and systematically construct the coherent logic of introducing, interpreting, evaluating and concluding each finding in a study. Pitfalls to avoid in writing a discussion chapter are highlighted. The paper concludes that clarifying how a study has progressed the readers` understanding of the research problem forward from where they were left at the end of the Introduction and stretching the frontier of knowledge is core to a discussion chapter. The paper recommends supervisor and institutional writing support, which is pragmatic and discipline-specific for doctoral students, especially at the time of writing the discussion chapter. An integrative checklist for a Discussion chapter is proposed in this paper.
International Journal of Research in Business and Social Science (2147- 4478)
The activities of social enterprises have been neglected despite the efforts of the government, i... more The activities of social enterprises have been neglected despite the efforts of the government, individuals, and other supportive agencies. Much of this neglect could be attributed to the failure to adopt suitable business model/entrepreneurial marketing (EM) models that address the many challenges these enterprises face. This paper aims to evaluate extant literature and models on EM to propose a new and comprehensive model for social enterprises. In this pursuit, a background literature review on EM was conducted in several peer-reviewed journals. Eight core dimensions were adapted from existing models: social innovativeness, social proactiveness, socially calculated risk-taking, social resources leveraging, social customer intensity, social value creation, social market sense, and social alliance. Based on these dimensions, a new and all-inclusive model of SEM is proposed. This paper concludes that applying these EM dimensions to social enterprises would significantly promote inno...
Marketing of Scientific and Research Organizations
This study examined the effect of customer experience management (CEM) on customer retention in r... more This study examined the effect of customer experience management (CEM) on customer retention in restaurants in Anambra State, Nigeria. Specifically, the study sought to investigate the influence of affective customer experience, cognitive customer experience, physical customer experience and social-identity customer experience on customer retention in restaurants in Anambra State, Nigeria. The study adopted a survey research method. The study found that affective customer experience, cognitive customer experience, physical customer experience and social-identity customer experiences have a significant effect on customer retention in restaurants in Anambra State, Nigeria. Based on the foregoing, the study concluded that CEM had a significant effect on customer retention in restaurants in Anambra State, Nigeria. The study recommended, amongst others, that management of restaurants should deliberately focus on humanic clues in terms of providing a conducive environment, especially one ...
Market-Driving Orientation (MDO) and the Survival of Manufacturing Small and Medium Enterprises in Nigeria
DOAJ (DOAJ: Directory of Open Access Journals), Jun 1, 2022
Foundations of Management
With the consistent failure of small and medium enterprises (SMEs) globally, many scholars have d... more With the consistent failure of small and medium enterprises (SMEs) globally, many scholars have developed entrepreneurial marketing (EM) models that are aimed at reducing the failure frequently experienced. The aim of this paper is to critically review the different EM models from 2002 to 2022. In pursuit of this aim, the paper reviewed 10 EM models to find out their strengths and shortfalls. The review found that some research constructs such as market sensing and teamwork, which were ignored, were identified as posing a significant contribution to business survival in the integrative EM model. The paper concludes that since different EM models have been developed to reduce the consistent failure of business, efforts should be intensified towards adopting the integrative EM model to measure its applicability in other sectors as well as to have a unified and acceptable EM model that will grow and sustain SMEs.
Journal of Economic and Social Development, 2023
The state of small and medium-sized businesses (SMEs) is deteriorating, and the environment is ir... more The state of small and medium-sized businesses (SMEs) is deteriorating, and the environment is irrational in a way that has led to many businesses, especially SMEs, collapsing early in their existence. In this study, the survival of SMEs in the state of Anambra was examined in relation to ecological marketing. Descriptive survey methodology was used in the study. All SMEs in Anambra State make up the study's population, and 384 people were chosen for the sample through the use of a purposive sampling technique. As a result, respondents were asked to complete a structured questionnaire. Data analysis techniques used included multiple regression analysis, exploratory factor analysis, and Pearson's correlation. Technology, sociocultural factors, and economic factors all had a positive and significant impact on the study's findings regarding the survival of SMEs. However, in Anambra State, political factors have a significant and detrimental impact on SMEs' ability to survive. In light of this, the study came to the conclusion that ecological marketing significantly affects SMEs' ability to survive in Anambra State, Nigeria. Additionally, it claimed that businesses are on the verge of extinction if they don't recognise and act quickly on the new trends and problems in their environment. However, this study recommended strengthening the regulatory framework as well as providing adequate infrastructure facilities for SMEs to survive in Nigeria.
Journal of Economic and Social Development, 2023
Many firms, especially manufacturing small and medium enterprises (SMEs), have ignored the need f... more Many firms, especially manufacturing small and medium enterprises (SMEs), have ignored the need for good customer relationship management (CRM), which has caused many customer losses. This study examines the effect of CRM on the survival of manufacturing SMEs in Anambra State, Nigeria. This quantitative study adopted a positivistic paradigm and a survey research method. The population of the study was the owner and managers of manufacturing SMEs in Anambra State, Nigeria. A structured questionnaire was adopted for data collected from owners and managers of manufacturing SMEs. Multiple Regression Analysis (MRA) and other statistics were used to analyse the data. The study found that customer orientation has a more significant and positive effect on the survival of manufacturing SMEs, followed by service quality and customer service. At the same time, complaint handling significantly and negatively affects manufacturing SMEs' survival. The study concluded that CRM significantly affects the survival of manufacturing SMEs in Anambra State, Nigeria. The paper recommends, amongst others, that SMEs should acknowledge customer orientation as an effective strategy in ensuring companies keep abreast of customer needs to satisfy them and ensure survival effectively.
INTERNATIONAL JOURNAL OF RESEARCH IN BUSINESS AND SOCIAL SCIENCE 12(5), 74-85, 2023
The activities of social enterprises have been neglected despite the efforts of the government, i... more The activities of social enterprises have been neglected despite the efforts of the government, individuals, and other supportive agencies. Much of this neglect could be attributed to the failure to adopt suitable business model/entrepreneurial marketing (EM) models that address the many challenges these enterprises face. This paper aims to evaluate extant literature and models on EM to propose a new and comprehensive model for social enterprises. In this pursuit, a background literature review on EM was conducted in several peer-reviewed journals. Eight core dimensions were adapted from existing models: social innovativeness, social proactiveness, socially calculated risk-taking, social resources leveraging, social customer intensity, social value creation, social market sensing, and social alliance. Based on these dimensions, a new and all-inclusive model of SEM is proposed. This paper concludes that applying these EM dimensions to social enterprises would significantly promote innovative and sustainable success.
Scholars Journal of Economics, Business and Management, 2023
Entrepreneurship has been an interesting concept in business and has created an important tie in ... more Entrepreneurship has been an interesting concept in business and has created an important tie in all facets of human life. With these, this paper is aimed at exploring the origin of entrepreneurship as well as categorising the conceptual stand. The paper adopted the exploratory research method. The paper reviewed the different concepts of entrepreneurship, reviewed its origin and identified the key processes use by experts. The study concluded by focusing on the processes underlying the “activity-based” concepts.
Foundations of Management, 2023
With the consistent failure of small and medium enterprises (SMEs) globally, many scholars have d... more With the consistent failure of small and medium enterprises (SMEs) globally, many scholars have developed entrepreneurial marketing (EM) models that are aimed at reducing the failure frequently experienced. The aim of this paper is to critically review the different EM models from 2002 to 2022. In pursuit of this aim, the paper reviewed 10 EM models to find out their strengths and shortfalls. The review found that some research constructs such as market sensing and teamwork, which were ignored, were identified as posing a significant contribution to business survival in the integrative EM model. The paper concludes that since different EM models have been developed to reduce the consistent failure of business, efforts should be intensified towards adopting the integrative EM model to measure its applicability in other sectors as well as to have a unified and acceptable EM model that will grow and sustain SMEs.
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Papers by Cosmas A Nwankwo
Background: Strategic leaders play a central role in dealing with organisational crises, but little is known about how these leaders in South Africa`s business schools influence academic resilience, especially during a complex and prolonged crisis such as the COVID-19 pandemic. The objective of this qualitative study was to explore the influence of strategic leadership of a selected business school in South Africa on activities and strategic direction during COVID-19 to shape academic continuity and resilience.
Methods: The present study is a descriptive study using qualitative technique. It is therefore using an interpretative subjective approach with its main purpose to subjectively report on the truth. Six experienced academic leaders at the selected business school were selected using purposive sampling. Data were collected using semi-structured virtual interviews and analysed using thematic analysis.
Results: the results revealed that the multiple influences of strategic leadership on activities and strategic direction in the business school were evident through strategic thinking, holistic redesigning of teaching and learning from face-to-face to online, agile resource mobilization and utilization, transparent strategic communication, and the pursuit of multi-level strategic commitment during the COVID-19 crisis.
Conclusion: Predominantly, resilience was reactive as strategic leaders influenced coping and adaptation capabilities but could not influence proactive actions before COVID-19. The study also highlights that success in responding to an organisational crisis is a function of effective strategic leadership supported by the commitment of both tactical and operational leadership. It also brings to the fore the important role and support that internal and external stakeholders contribute in managing a crisis and ensuring the resilience of an organisation during and post a crisis event.It is recommended that leadership development practitioners adopt an integrative approach to develop the identified multiple dimensions of influence by strategic leaders and the three-stage resilient capabilities of anticipation, coping, and adaptation to enhance the business schools academic resilience proactively in times of crisis. Areas for future research are highlighted. Keywords (in English): Strategic Leadership, Resilience, South Africa, COVID-19, Academic Leaders.
Article History:
Received:
Revised:
Accepted:
Published:
南非商学院的韧性战略领导力
摘要：
(Abstract in Chinese): 背景：战略领导者在应对组织危机中发挥着核心作用，但人们对南非商学院的这些领导者如何影响学术韧性知之甚少，尤其是在像新冠疫情这样复杂而持久的危机时期。本定性研究旨在探讨南非某所商学院的战略领导力在新冠疫情期间对学术活动和战略方向的影响，从而塑造学术的连续性和韧性。
本研究是一项运用定性技术的描述性研究。因此，它采用解释性主观方法，主要目的是主观地报告事实。本研究采用立意抽样法，从所选商学院选出了六位经验丰富的学术领袖。数据收集采用半结构化虚拟访谈，并采用主题分析法进行分析。
结果：研究结果表明，战略领导力对商学院活动和战略方向的多重影响体现在战略思维、从面授到线上的全面教学和学习重塑、灵活的资源调动和利用、透明的战略沟通以及在新冠疫情期间寻求多层次战略承诺等方面。
在新冠疫情 (COVID-19) 之前，韧性主要体现在被动应对方面，因为战略领导者能够影响应对和适应能力，但无法影响主动行动。研究还强调，成功应对组织危机的关键在于有效的战略领导力，以及战术和运营领导力的投入。研究还强调了内部和外部利益相关者在危机管理以及确保组织在危机期间和危机后韧性方面所发挥的重要作用和支持。建议领导力发展实践者采用整合方法，培养战略领导者所确定的多维度影响力以及预期、应对和适应三个阶段的韧性能力，从而在危机时期主动提升商学院的学术韧性。研究还重点介绍了未来的研究领域。。