The Impact of Digital Leadership on Strategic Entrepreneurship at EgyptAir: The Mediating Role of Organizational Flexibility

Authors

1 Tourism Studies Department Faculty of Tourism and Hotels University of Sadat City

2 Tourism Studies Department Faculty of Tourism and Hotels Mansoura University

Abstract

Digital leadership is one of the effective leadership styles adopted by airlines to adapt to the requirements of the digital age and achieve a competitive advantage, by improving the quality of products and services and enhancing strategic Entrepreneurship through utilizing of technological sophistication and digital technologies. In this context, the current study aims to evaluate the impact of digital leadership on enhancing strategic entrepreneurship in EgyptAir, with a particular focus on the mediating role of organizational flexibility. To achieve the study objectives, a survey form was designed and distributed to a sample of 362 employees at EgyptAir. The valid forms for analysis were 316, with a response rate of 87.3%. The study relied on data analysis using SPSS v. 28 and AMOS v. 24. The results of the study highlighted of a positive and significant impact of digital leadership and its four dimensions(wise leadership with vision, digital culture, digital citizenship and excellence in digital practices) on the strategic entrepreneurship and organizational flexibility of EgyptAir, The results of the study also showed that there is a significant and positive impact of organizational flexibility on the strategic entrepreneurship of EgyptAir. In addition, the results highlighted that organizational flexibility plays a partial mediating role in the relationship between digital leadership and strategic entrepreneurship of EgyptAir. The study recommends the need to provide training programs for leaders and employees to provide them with the required digital skills on how to benefit from digital technologies in their Job duties within the company, in order to enhance strategic entrepreneurship and increase levels of creativity and innovation.

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