Business Excellence, Vol. 17 No. 2, 2023.
Preliminary communication
https://doi.org/10.22598/pi-be/2023.17.2.73
THE IMPORTANCE OF SCHOOL CULTURE AND IDENTITY DURING THE COVID-19 PANDEMIC
Dinko Jukić
orcid.org/0000-0002-5595-4245
; 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.
Keywords
COVID-19; e-learning; identity; teacher; school culture
Hrčak ID:
311098
URI
Publication date:
11.12.2023.
Visits: 258 *