New normal and competitive advantage: A higher education experience

Document Type : Review article


1 Department of Business Administration and Marketing, Babcock University, Ilishan-Remo Ogun State, Nigeria

2 Department of Management and Accounting, Lead City University, Ibadan, Oyo State, Nigeria

3 Professor, Dean, School of Management Sciences, Babcock University, Ilishan-Remo Ogun State, Nigeria

4 Zapara School of Business, La Sierra University, Riverside, California, USA


The paper argues that competitive advantage, as a global prerequisite for sustenance of higher education in the midst of a drastically changing business environment, is not receiving as much attention in emerging economies as it does in developed climes. Therefore, this study investigated the effect of new normal dimensions on competitive advantage in private universities in South-West Nigeria. A cross-sectional survey research design was applied to obtain data from 322 academic staff from two selected private universities in Ogun State, Nigeria. Participants were selected using simple random sampling. Reliability and validity tests were applied to the adapted questionnaire. The multiple regression analysis results revealed that new normal dimensions had a combined positive and significant effect on competitive advantage. This provided a position to formulate, implement, and sustain (FIS) policies that would enhance employee buy-in, augment academic staff psychological wellbeing, and provide and use high-tech facilities for market dominance to outpace competitors.


Main Subjects

Article Title [Persian]

هنجار جدید و مزیت رقابتی: یک تجربه در محیط آموزش عالی

Authors [Persian]

  • جونز ای. اوموکورو 1
  • آبیودون بی. اوناموسی 2
  • جانسون ای. اگواکهی 3
  • اولوسولا فولورونسو 4
1 گروه مدیریت بازرگانی و بازاریابی، دانشگاه بَبکاک، ایالت ایلیشان-رِمو اُگون، نیجریه
2 گروه مدیریت و حسابداری، دانشگاه لید سیتی، ایبادان، ایالت اویو، نیجریه
3 استاد و رئیس دانشکده علوم مدیریت، دانشگاه بَبکاک، ایالت ایلیشان-رِمو اُگون، نیجریه
4 دانشکده بازرگانی زاپارا، دانشگاه لا سیِرا، ریورساید، کالیفرنیا، ایالات متحده آمریکا
Abstract [Persian]

این مقاله عنوان می کند که مزیت رقابتی، به عنوان یک پیش نیاز کلی برای حفظ آموزش عالی در یک محیط تجاری شدیدا در حال تغییر، در کشورهای در حال توسعه به اندازه کشورهای توسعه یافته مورد توجه قرار نمی گیرد. به همین خاطر، این مطالعه اثر ابعاد هنجار جدید را بر مزیت رقابتی در دانشگاه های خصوصی جنوب-غرب نیجریه مورد بررسی قرار داد. یک طرح تحقیق پیمایشی مقطعی به کار گرفته شد که در آن داده ها از 322 نفر از کارکنان دو دانشگاه خصوصی در ایالت اوگون نیجریه گردآوری شد. شرکت کنندگان با استفاده از روش انتخاب تصادفی ساده گزینش شدند. آزمون های پایایی و روایی روی پرسشنامه تعدیل شده اعمال شدند. نتایج رگرسیون چندگانه نشان داد که ابعاد هنجار جدید اثر ترکیبی مثبت و معناداری بر مزیت رقابتی داشتند. این مسئله موقعیتی برای تدوین، پیاده سازی، و حفظ سیاست های ایجاد کرد که موجب تقویت مشارکت فعالانه کارکنان شده، رفاه روانشناختی کارکنان دانشگاهی را بهبود بخشیده، و امکانات فناورانه را برای تسلط بر بازار برای غلبه بر رقبا فراهم می سازد.

Keywords [Persian]

  • مزیت رقابتی
  • مشارکت فعالانه کارمندان
  • هنجار جدید
  • رفاه روانشناختی
  • صلاحیت فناورانه-آموزشی
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