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The Importance Of School Culture And Identity During The Covid-19 Pandemic

Author

Listed:
  • Dinko Jukić

    (Trade and Commercial School “Davor Milas” Osijek, Croatia)

  • Dario Dunković

    (University of Zagreb, Faculty of Economics & Business, Croatia)

  • Zvjezdana Penava Brekalo

    (Josip Juraj Strossmayer University of Osijek, Faculty of Education, Croatia)

Abstract

The paper researches and analyses the importance of school culture, teacher's identity, and corporate identity during the COVID-19 pandemic. The research is based on qualitative methodology, i.e., thematic analysis of scientific literature in the field of corporate marketing according to Balmer's AC2ID test model and Beijaard's teacher identity self-construct. The paper presents the strengths and weaknesses of online learning as well as teaching strategies during the COVID-19 pandemic. The importance of providing support to teachers by the principal is emphasized, because in this way a positive school climate is achieved. The paper refers to the existence of different school identities, and the AC2ID Test model explains the interdisciplinary correlations of teacher identity, school identity, and school culture. A conceptual model of satisfaction is proposed, which on a theoretical level explains the connection between the satisfaction of teachers, principals, parents, and all employees in school management. The model can serve as an analytical tool with the help of which the school management can create a strategy for building the school's identity.

Suggested Citation

  • Dinko Jukić & Dario Dunković & Zvjezdana Penava Brekalo, 2023. "The Importance Of School Culture And Identity During The Covid-19 Pandemic," Poslovna izvrsnost-Business Excellence, University of Zagreb Faculty of Economics & Business, vol. 17(2), pages 74-97.
    • Handle: RePEc:zag:busexc:v:17:y:2023:i:2:p:74-97
    DOI: 10.22598/pi-be/2023.17.2.73
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    References listed on IDEAS

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    1. Balmer, John M.T. & Podnar, Klement, 2021. "Corporate brand orientation: Identity, internal images, and corporate identification matters," Journal of Business Research, Elsevier, vol. 134(C), pages 729-737.
    2. Patterson, Richard W. & Patterson, Robert M., 2017. "Computers and productivity: Evidence from laptop use in the college classroom," Economics of Education Review, Elsevier, vol. 57(C), pages 66-79.
    3. Guillaume Soenen & J. Balmer, 1999. "The ACID test of corporate identity management," Post-Print hal-02312896, HAL.
    4. Coates, Dennis & Humphreys, Brad R. & Kane, John & Vachris, Michelle A., 2004. ""No significant distance" between face-to-face and online instruction: evidence from principles of economics," Economics of Education Review, Elsevier, vol. 23(5), pages 533-546, October.
    5. André Spicer, 2020. "Organizational Culture and COVID‐19," Journal of Management Studies, Wiley Blackwell, vol. 57(8), pages 1737-1740, December.
    6. Hasnan Baber, 2020. "Determinants of Students’ Perceived Learning Outcome and Satisfaction in Online Learning during the Pandemic of COVID19," Journal of Education and e-Learning Research, Asian Online Journal Publishing Group, vol. 7(3), pages 285-292.
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