Document Type : Review article
Department of Business Administration and Marketing, Babcock University, Ilishan-Remo Ogun State, Nigeria
Professor, Business Administration and Marketing, Babcock University, Ilishan-Remo Ogun State, Nigeria
Department of Finance School of Management Sciences Babcock University, Ilishan-Remo Ogun State, Nigeria
Department of Management and Accounting, Lead City University, Ibadan, Oyo State, Nigeria
Zapara School of Business: La Sierra University, Riverside, California, USA
The paper argued 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 paper 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. The technique used was simple random sampling. Reliable and validated tests were conducted on the adapted questionnaire used. 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 psycho-wellbeing, and provide and use high-tech facilities for market dominance to outpace competitors.