The Impact of Strategic Physiognomy on Sustainable Performance

Abstract

Purpose: The objective of this study was to quantify the relationship between strategic physiognomy (i.e., mental empowerment, inspiration, and deep understanding) and sustainable performance (i.e., economic performance, social performance, and environmental performance) .
Methodology: A purposive sample was adopted through a comprehensive survey of senior and middle management in private universities and colleges in the Middle Euphrates region (Babel, Karbala, Najaf, Diwaniya, and Samawah governorates). A total of 480 questionnaires were distributed, with 433 returned, yielding a response rate of 90%. 
Significance: The importance of this study lies in its focus on contemporary and novel variables in business management in general, and strategic management in particular, in addition to the study field characterized by modernity and administrative and financial independence. It also establishes the linkage between its variables (strategic physiognomy, and sustainable performance). 
Key Findings and Recommendations: The study concluded that private universities and colleges that adopt strategic physiognomy and its dimensions are more capable of achieving sustainability, indicating that the impact of physiognomy is enhanced, reflected in universities’ adoption of strategic thinking and future physiognomy approaches. The researcher recommends expanding innovative and modern projects by establishing research units or centers to nurture talented individuals and adopting environmental developments and changes in the higher education sector.