Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

Defining Digital Leadership (Dl) –An Examination of its Critical Parameters with Reference to Higher Educational Institutions (HEI) in India

Author(s): Azalena Colaco Rastogi and Mahesh MV

The purpose of the study is to explore the concept of Digital Leadership, hereinafter referred to as DL and define it in the context of Digital Transformation of HEI. In order to address the issue of the fuzzy definition of DL and provide a comprehensive definition of the same, the methodology adopted was a dual approach to analysis. This included the analysis of literature on Digital Leadership (2000-2022) in different contexts based on commonalities and a meta analysis of definitions based on keywords by 3 different types of analysis was done to arrive at the critical parameters of DL. A series of in depth interviews with 10 institutional leaders from 4 HEI’s ,based on the critical parameters of DL were conducted and were empirically validated based on evidence from 4 real life cases (HEI). Findings are in the form of seven propositions leading to a comprehensive definition of Digital leadership.

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