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Strategic Innovative Marketing pp 97–105Cite as

Led to Change or Change to Lead?

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Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

Economic crisis has enhanced firms with uncertainty and suffocation causing lack of innovation and negative organizational performance. Moreover, it has caused environmental dynamism, involving continuous changes in the market, affecting organizations’ performance negatively. On the other hand, firms try to innovate and ensure their survival. However, organizations have to change their strategy and implement innovation so that they gain competitive advantage and achieve better performance and sustainability. Could leadership be a critical factor of success for this achievement? The purpose of this study is to show the importance of leadership in a constantly changing environment and how it could help the organizations to change, successfully, towards a sustainable performance. The evaluation of the theoretical framework has been measured by a questionnaire, following a 5-point Likert type scale.

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Author information

Authors and Affiliations

  1. Department of Applied Informatics, University of Macedonia, Thessaloniki, Greece

    Dimitrios Mitroulis & Fotis Kitsios

Authors
  1. Dimitrios Mitroulis
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  2. Fotis Kitsios
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Correspondence to Dimitrios Mitroulis .

Editor information

Editors and Affiliations

  1. Technological Educational Institute of Athens , Egaleo, Greece

    Androniki Kavoura

  2. Dept. of Computer Science & Technology, University of Peloponnese, Tripoli, Greece

    Damianos P. Sakas

  3. Technological Educational Institute of Athens , Egaleo, Greece

    Petros Tomaras

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Mitroulis, D., Kitsios, F. (2017). Led to Change or Change to Lead?. In: Kavoura, A., Sakas, D., Tomaras, P. (eds) Strategic Innovative Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-33865-1_12

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