Özet:

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.

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