Hasim Fawzi Dabbas, Safa Tayeh Muhemmed; International Journal of Advance Research and Development

(Volume3, Issue5)
Available online at: www.ijarnd.com

Effect of strategic physiognomy on the success of

organizational sustainability
Hasim Fawzi Dabbas1, Safa Tayeh Muhemmed2
1,2
Assistant Professor, University of Kufa, Kufa, Iraq

ABSTRACT
The survival of organizations, especially universities, depends largely on the nature of the strategies that are formulated and
how to deal with them in the light of changes. The organizations are looking for ways to succeed in this task and looking for the
strategic factors that contribute to achieving organizational sustainability. And the concept of strategic physiognomy as a modern
term in science.

This study aims to identify the effect of strategic physiognomy on organizational sustainability. The conceptual model was
formulated through the components of strategic physiognomy (Empowerment, Inspiration, and Deep Understanding) and its
relation to organizational sustainability. The results indicated that strategic physiognomy has directly and significantly impacted
on organizational sustainability.

Keywords: Strategic Physiognomy Empowerment, Inspiration, Deep Understanding, Organizational Sustainability.

1. INTRODUCTION

Universities are identified by conditions that require efficiency, quality and modernity without disregarding their cornerstone
responsibility to nurture human and intellectual capital needed by the community, undertake fit-for-purpose research and
disseminate spill-over knowledge to society (Garcia-Hernandez et al., 2015). In such environment, an institutional framework is
imperative to ensure conducive and orderly conditions for optimum operation and performance of main university stakeholders,
including, teachers, administrators, students, and other members of the school fraternity (Daniel et al., 2017). In a nutshell, scenarios
surrounding universities are increasingly becoming complex; with higher education being reshaped by globalization and digital
technology amid multiple challenges emanating from declining sources of income and rising costs. Further, competition for student
market share and retention of talented staff heighten, philanthropic support decline, as students increasingly transform to
technologies and more flexible delivery techniques to bypass high expenses charged by most universities (Drew, 2010; Helen &
Valarie, 2012:). Moreover, due to concern regarding graduate career-readiness, students have become more demanding and
expecting of curriculum content and application; and as research infrastructure and projects become more costing, universities resort
into screening small pools of competent researchers and creating inter-disciplinary partnerships. Nevertheless, characterized by
diversity of cultures, ideologies, personalities, demographics, behaviors, gender, wealth status, among others, often culminating to
conflicts and disorderliness (Medvedeva, 2015); universities require talented expertise and competent management for proper
integration of organizational sustainability (OS) entailing social, environmental, economics and institutional components, as
mainstay for desired, long-term continuity of the institutions. However, this is often hindered by stakeholders' traits difficult to
initially recognize. Luckily, the revival of physiognomy, critically considered as pseudoscience, corroborated with advancement in
big data, machine learning, and artificial intelligence algorithm, can now use physical appearances to identify psychological or
personality traits for rationally effective judgment (Rizhen et al.,2018), for example, during recruitment of personnel or admission
and allocation of students to courses. Hence, this study explores the relation between strategic physiognomy and organizational
sustainability in universities, aiming for sound decisions on orderliness and long-term progress of universities. Hence, the need to
explore the relation between strategic physiognomy and organizational sustainability for long-term progress in universities.

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 Hasim Fawzi Dabbas, Safa Tayeh Muhemmed; International Journal of Advance Research and Development
2. LITERATURE REVIEW
2.1 Strategic physiognomy

Strategic physiognomy encompasses an act of observing personality traits of the individual(s) from facial appearances or features,
dating back from Ancient Greece and continues to be popular in making decisions and judgments (Hassin & Tope, 2000). Most
studies on physiognomy (Rogers, 2009; Yonat et al., 2017) have ascertained the correlation between personal characteristics or traits
with physical differences, particularly individuals' facial features like; forehead and eyebrows, eyes and eyelids, nose, mouth and
jaw, cheeks, chin, and ears and hair.

Each of the facial features may indicate a meaning (Elena & Michael, 2010) and their combination may signal personalities like;
conscientiousness, firmness, self-esteem, friendship, and benevolence; and even race or ethnicity. For example, Zhang et al. (2017)
assessed the correlation between face images and personality traits and intelligence to establish whether individually reported
intelligence and personality traits were predictable through face image and concluded that while personality traits could be predicted
from face images, it is quite difficult to predict intelligence from face images. Although, the latter finding aligned with most previous
studies (Wolffhechel et al., 2014); earlier study by Kleisner (2014) basing on facial images of 40 women and 40 men studying
relation between perceived intelligence, measured IQ, and shape of faces, established that intelligence of men could be gauged but
not women via facial images.
Growing automation technology has exacerbated its inter-disciplinary applicability, including in psychology where efforts are to
distinguish personality traits and identify a person through physical features (Rojas et al., 2011; Little & Perrett, 2010). Electronic
physiognomy through projects like "Visage" and Digital Physiognomy" applying pattern recognition methods such as Linear
Discriminate Analysis (LDA) and Principal Component Analysis (PCA); have confirmed possibility of developing a physiognomic
database with identifiers and interpretations to distinguish individuals (Dedabrishvili, 2013). Example, software "Physiognomy
Studio" can analyze one's digital image to discover personality traits; while Xiaolin and Zhang (2016), though controversial,
managed to distinguish criminals from non-criminals through automated inference using facial images under "machine learning"
technology. Likewise, big data on education, profession, intelligence, personality, talent, sector, field, and others, can be digitalized
and applied in decisions on organizational sustainability.

Despite potential of physiognomy to establish reliable links between facial features and personality traits, coupled with digitization
which can be vital for universities' achievement of goals and surge in stakeholders' value via integration of social, economic,
environmental, and institutional strategies; changes in mindset and innovation are required, while bias and subjective perceptions
associated with physiognomy need stoppage for inclusivity and orderliness. However, scant knowledge exists on these issues.

2.2 Strategic physiognomy Dimensions

Most studies on the subject of strategic thinking indicate that this is a modern science and a strategic factor influencing business
success (Wing, 2015). The researchers presented a three-dimensional model as follows:

2 .2.1 Empowerment

Organizations are a vital and important tool in modern human societies. The human element is the cornerstone through the different
types of interactions that they produce and through which they can judge the effectiveness of these organizations. (Miller, 2011) As
they seek to keep pace with growth and development, they have to respond to the application of modern methods of administration
which enhance the ability of the human element in the acquisition of knowledge and skill and the opportunity to demonstrate his
abilities and ideas and administrative professionalism, which enables it to achieve the objectives of the creative organization, In
addition, empowerment is one of the modern administrative methods that enable the employee to exercise full authority and assume
the responsibilities of job. In addition, it is one of the basic building blocks of the organization's strategy to meet the various
challenges and developments. (Chuang et al.,2016) . The organizations adopt the concept of empowerment, which is based mainly
on mutual trust between the administration and the participation of decision-makers by motivating them and building channels of
communication, in addition to exceeding the organizational boundaries between the administration and the employees, so that they
are placed in a position to take responsibility for their decisions and participate in decision making with the administration. The
organization's leading management has recognized that the human element in the organization is the way to compete and achieve
excellence. ( Biemann et al.,2015)

Empowerment is one of the factors of the success of organizations and distinguish them from each other because it is the driving
force of the different behaviors of workers, providing them with energy that is increasing their excitement to behave in a certain
direction and in order to achieve the objective of the organization to increase productivity and excellence, especially in the
emergence of smart organizations in the era of globalization and competitiveness. ( Goetsch & Davis.,2014). What motivates and
motivates the individual is satisfying his desires and needs. Empowerment can be the main driver and thus positively reflected on
his career. This, in turn, is reflected in satisfaction and productivity, and ultimately on the success of the organization and its ability
to continue and develop.

2 .2.2 Inspiration

The changing circumstances of our organizations today, whether political, cultural, social or economic, are the result of many
changes and developments resulting from the explosion of knowledge and the revolution of information and communication, and
with the intensification of internal and external competition, the organizations face many challenges and difficulties in how to cope
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 Hasim Fawzi Dabbas, Safa Tayeh Muhemmed; International Journal of Advance Research and Development
with them and transformations and ways of adapting to them. ( Escobar,2018). All of these events forced organizations to respond
to the changes in a creative manner and modern methods. Hence, they are forced to make radical changes in their administrative
methods and to reject the traditional ways and procedures. Through the creation of creative individuals and providing the necessary
and appropriate means that help to devise new ways and methods of work and rapid management solutions to address these
challenges (Burke,2017).

Inspiration motives individuals to creativity and this shows the importance of inspiration. The creative individual is considered to
be a wealth that surpasses any wealth. Investing in the development of the human element is the most successful source of investment
, And the human resource is one of the most important factors that contribute to the survival and continuity of the organizations and
by achieving the competitive advantage of sustainable because of the creative capabilities and skills and knowledge implicit or
apparent .( Lin,2017) . Therefore, the direction of the organizations towards creative inspiration is a vital factor for their success,
because inspiration seeks to increase confidence in workers at all levels of management, especially the minimum ones, which makes
them can lead them towards creativity and loyalty to the organization, making them do their best and encourage them the spirit of
adventure calculated which achieves creativity.

2 .2.3 Deep Understanding

We are in a rapidly changing world and need to make events in a smarter and creative way indispensable in a rapidly changing
world that we need to make. There are always things to do and problems that need to be solved, and here we have to have enough
understanding and intelligence (Burke,2017).

Organizations began to realize the importance of strategic understanding and began to address their needs for this type of intelligence
as they sought to harmonize it with the patterns of intelligence (emotional, competitive and business) and train their leadership to
develop and effectively manage its elements. The strategic understanding of organizational leaders, As well as preparation to provide
information to decision-makers and formulate strategies and plans in organizations in general and in service organizations in
particular, as well as the understanding, takes place among many topics of social capital and knowledge management systems and
cultural (Cascio,2018).

In the context of globalization, privatization, information technology, and the digital economy, different business organizations find
themselves governed by the competitive advantage and struggle for survival. They, therefore, have major commitments in decision-
making. Decision-making in a business organization should be based on scientific methodology and based on a number of technical
tools and techniques that will work to rationalize decisions to reach the best results that ensure the distinction of the organization,
This depends on the deep understanding on which the right decisions are based.

2.3 Organizational Sustainability

Organizational sustainability (OS) encompasses "keeping the organization going" within the context of benefiting from resources
today without jeopardizing the future (Lopes & Vacccaro, 2017: p.476). In other words, it entails enhancement of societal, economic,
environmental, and institutional systems upon which an organization performs (Wales, 2013: p.38; Joao & Stewart, 2013: p.382).
In tandem, the organizational sustainability extends from "sustainable development" whose content and meaning may change basing
on the context of use (Sauve & Sloan, 2015: p.48; Fergus & Rowney, 2005: p.17). For example, what environmentalist may view
as sustainable development might not necessarily be similar to economist, politician or anthropologist; hence, it is arguable that still
there is absence of conclusive consensus on the variables to inform construct for evaluating sustainability in organizations (Garcia-
Hernandez & Mercado-Salgado, 2015: p.867); and this necessitate the need to adopt organizational sustainability framework
composed of: (1) Social sustainability, which entails organization's engagement into social matters to ensure equitable, diverse,
democratic and connected society, culminating to satisfactory quality of living for contemporary and future generations, hence,
promoting societal cohesion, averse from exclusion and discrimination from matters of public interest. (2) Environmental
sustainability, which encompasses likely impacts emanating from the utilization of non-biotic and biotic resources and pollutants
induced by organization's operations; thus promoting rational usage of natural resources inclusive of air, soil, water, minerals, energy
sources, and conservation of biological diversity. (3) Economic sustainability, involving proper management of financial resources
to realize wealth and prosperity for intra-generational and inter-generational benefits. And (4) Institutional sustainability, referring
to systems, legal and extra-legal processes, and frameworks overseeing material, financial, and human resources.

3. MATERIAL AND METHODS

3.1. Instrument

In order to achieve the objectives of the study and the analysis of the collected data, many statistical methods were used to adopt
the statistical programs. And it to test the conceptual framework in figure 1

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 Hasim Fawzi Dabbas, Safa Tayeh Muhemmed; International Journal of Advance Research and Development

Figure 1 Conceptual Framework

The questions were given a specific code, data entry and the adoption of the five-dimensional scale (Likert) on the dimensions of
the study. 5-1 = 4, And then divide it on the number of the scale, the result will be (4/5 = 0.80). This result is added to the minimum
value of the scale to be the values (1, 1.80, 2.60, 3.40, 4.20, 5). The reliability coefficient (cronbach Alpha) was calculated to
determine the stability of the scale that was adopted. And the result shows the acceptable value of reliability as shown in table 1.

Table 1 Reliability Coefficient of the Scale

Variable Reliability Items

Empowerment 0.745 1-5
Inspiration 0.774 6-10
Deep Understanding 0.798 11-15
Strategic Physiognomy 0.802 1-15
Organizational Sustainability 0.901 16-22

3.2 Descriptive Analysis

In general, the results in Table 2 indicate that there is a positive trend in the variable strategic physiognomy. The importance is
(84.82%) with a weighted mean (4.24) and the standard deviation is (1.1).

As for the first dimension empowerment it is clear that there is a positive trend around this dimension, the value was high importance,
where (85.11%), with a weighted mean (4.25) and a standard deviation (0.971, Item (1) was the most important of the paragraphs
where recorded (89.36%) with a weighted mean (4.46), and standard deviation (0.804), and the lowest is the paragraph (2), which
recorded the value of importance is the lowest of the paragraphs (% 80), with a weighted mean (4.00), and standard deviation (1.04).
Regarding the dimension inspiration it is clear that there is a positive trend around this dimension, the value was high importance,
where (84.94%), with a weighted mean (4.24) and a standard deviation (1.13), Item (6) was the most important of the paragraphs
where recorded (89.79%) with a weighted mean (4.48), and standard deviation (0.906), and the lowest is the paragraph (9), which
recorded the value of importance is the lowest of the paragraphs (80.00%), with a weighted mean (4.00), and standard deviation
(1.28). Regarding the dimension deep understanding it is clear that there is a positive trend around this dimension, the value was
high importance, where (84.43%), with a weighted mean (4.22) and a standard deviation (1.19), Item (12) was the most important
of the paragraphs where recorded (87.66%) with a weighted mean (4.38), and standard deviation (1.11), and the lowest is the
paragraph (15), which recorded the value of importance is the lowest of the paragraphs (81.70%), with a weighted mean (4.08), and
standard deviation (1.31).

As for the variable organizational sustainability it is clear that there is a positive trend around this variable, the value was high
importance, where (84.15%), with a weighted mean (4.207) and a standard deviation (1.064) ), Item (22) was the most important of
the paragraphs where recorded (88.09%) with a weighted mean (4.404), and standard deviation (1.056), and the lowest is the
paragraph (19), which recorded the value of importance is the lowest of the paragraphs (80.85%), with a weighted mean (4.043),
and standard deviation (1.062).

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 Hasim Fawzi Dabbas, Safa Tayeh Muhemmed; International Journal of Advance Research and Development
Table 2 Descriptive Analys

Imp Stdev Mean Item

89.36 0.804 4.468 1
80.00 1.043 4 2
86.38 1.024 4.319 3
86.81 0.962 4.34 4
82.98 0.978 4.149 5
85.11 0.971 4.255 Empowerment
89.79 0.906 4.489 6
87.23 1.031 4.362 7
82.98 1.215 4.149 8
80.00 1.285 4 9
84.68 1.183 4.234 10
84.94 1.135 4.247 Inspiration
83.40 1.274 4.17 11
87.66 1.114 4.383 12
85.53 1.036 4.277 13
83.83 1.227 4.191 14
81.70 1.316 4.085 15
84.43 1.192 4.221 Deep Understanding
84.82 1.1 4.2411 Strategic Physiognomy
85.53 1.097 4.277 16
82.13 1.127 4.106 17
82.98 1.122 4.149 18
80.85 1.062 4.043 19
85.96 0.931 4.298 20
83.48 1.060 4.174 21
88.09 1.056 4.404 22
84.15 1.064 4.207 Organizational Sustainability

3.3 Correlation

The results of table 3 indicate that there is a significant correlation between the variable strategic physiognomy and organizational
sustainability, where the general correlation value is 0.933, which is significant according to the value of P which was significant,
the T calculated value is greater than the tabled T, and this result supports hypothesis (H1).

Regarding to the dimension empowerment it is clear that there is a significant correlation between the variable empowerment and
organizational sustainability, where the general correlation value is 0.731, which is significant according to the value of P which
was significant, the T calculated value is greater than the tabled T, and this supports hypothesis (H11).

And the results indicate that there is a significant correlation between the variable Inspiration and Y, where the general correlation
value is 0.702, which is significant according to the value of P which was significant, the T calculated value is greater than the
tabled T, and this supports the hypothesis (H12).

Regarding to the dimension deep understanding it is clear that there is a significant correlation between the variable deep
understanding and organizational sustainability, where the general correlation value is 0.651, which is significant according to the
value of P which was significant, the T calculated value is greater than the tabled T, and this supports hypothesis (H13).

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 Hasim Fawzi Dabbas, Safa Tayeh Muhemmed; International Journal of Advance Research and Development
Table 3 Correlation Coefficient Results

Organizational
Understanding
Empowerment

Physiognomy

Sustainability
Inspiration

Strategic
Deep
1 .382** .272 .781** .731**
Empowerment .008 .064 .000 .000
2.776 2.455 8.398 7.188
1 .344* .716** .702**
Inspiration .018 .000 .000
2.455 6.890 6.611
1 .729** .651**
Deep
.000 .000
Understanding
7.139 5.749
1 .933**
Strategic
.000
Physiognomy
17.325
Organizational 1
Sustainability
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

3.4 Regression

The results of table 4 indicating regression analysis show that there is a significant effect of the variable strategic physiognomy in
organizational sustainability. The constant effect was recorded by the value of alpha (0.146), while the effect expressed by the beta
value is 0.998, The interpretation coefficient is (0.870), meaning that the independent variable explains a high value of the change
in a dependent variable. and this result supports the hypothesis (H2). and the equation will be as follow :

Organizational Sustainability = 0.146 + 0.870 Strategic Physiognomy

Regarding the dimension empowerment, it is clear that there is a significant effect of the variable empowerment in organizational
sustainability. The constant effect was recorded by the value of alpha (2.09), while the effect expressed by the beta value is 0.525,
The interpretation coefficient is (0.534), meaning that the independent variable explains a high value of the change in a dependent
variable. and this result supports the hypothesis (H21).

Organizational Sustainability = 2.09 + 0.525 Empowerment

And the results indicate that there is a significant effect of the variable Inspiration in organizational sustainability. The constant
effect was recorded by the value of alpha (1.209), while the effect expressed by the beta value is 0.726, The interpretation coefficient
is (0.493), meaning that the independent variable explains a high value of the change in a dependent variable. and this result supports
the hypothesis (H22).

Organizational Sustainability = 1.209 + 0.726 Inspiration

Regarding the dimension deep understanding, it is clear that there is a significant effect of the variable (X3) in organizational
sustainability. The constant effect was recorded by the value of alpha (2.174), while the effect expressed by the beta value is 0.520,
The interpretation coefficient is (0.423), meaning that the independent variable explains a high value of the change in a dependent
variable. and this result supports the hypothesis (H23).

Organizational Sustainability = 2.174 + 0.520 Deep Understanding

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 Hasim Fawzi Dabbas, Safa Tayeh Muhemmed; International Journal of Advance Research and Development
Table 4 The Regression Result

Variable R R2 B0 B1 t F Sig.

Strategic Physiognomy 0.933 0.870 0.146 1.039 17.325 300.16 0.000

Empowerment 0.731 0.534 2.098 0.525 7.188 51.660 0.000

Inspiration 0.702 0.493 1.209 0.726 6.611 43.707 0.000

Deep Understanding 0.651 0.423 2.174 0.520 5.749 33.050 0.000

The results of table 5 indicate multiple regression. The effect of (Empowerment, Inspiration, Deep Understanding) on organizational
sustainability was expressed by dimensional, but there was a difference in the level of this effect. The effect of inspiration was
greater in organizational sustainability the beta effect was 0.393, while the beta effect of dimension empowerment was the second
0.343. The lowest effect is the dimension deep understanding was in the third where the value of the effect 0.310, and the value of
the effect was acceptable, the value of (T) and (F) was significant.

Table 5 The Multiple Regression Result

Variable R R2 B0 B1 t F Sig.

Empowerment 0.343 8.005 0.000

Inspiration 0.934 0.873 0.209 0.393 6.311 98.215 0.000

Deep Understanding 0.310 6.605 0.000

4. CONCLUSION AND DISCUSSION

Today's organizations face a great challenge. They operate in a complex, volatile and rapidly changing economic, political and
social environment. This environment is characterized by strong competition, openness, rapid developments, globalization, free-
market economies and the emergence of competitive advantage based on an effective administrative model.

The basic theme that characterizes today's environment is the stability of one variable: change. Organizations need to have successful
strategic elements for their success and sustainability. The concept of strategic physiognomy has emerged as a methodological
science that surpasses all other sciences because of its strategic success. This study is intended to examine the effect of strategic
physiognomy on organizational sustainability.
The results indicated that strategic physiognomy has directly and significantly impacted on organizational sustainability and that
this effect has included sub-dimensions. The most important effect is the dimension of empowerment and associated strategic
thinking. Empowering workers will certainly lead to a positive situation within the organization, In making decisions that require
leadership to be empowered by decisions and rely on environmental analysis and identify the strengths and weaknesses of the
organization. Universities need to employ positive empowerment, and there should be a general culture among university employees
about their active participation in the success of the university will make an effective contribution to organizational sustainability.

As for the second dimension, which is after inspiration, and here most of the studies on this topic indicate that the inspiration and
the influence of the inspiration in others, leads them to do difficult work and can cope with the problems no matter how difficult,
and here will result in the work of the success, Is reflected positively on performance and productivity, and this will generally reflect
on achieving organizational sustainability.

As for the issue of understanding, it is one of the important and fundamental matters of the leadership. In order for the leadership to
be knowledgeable, it must have a broad base of understanding and knowledge, and implicit knowledge is the difficult type
knowledge that is difficult to obtain. Therefore, searching for its sources is essential. Decisions should be wise, and leadership must
be based on a scientific understanding. This will lead to affective plans and decisions that will lead to the improvement of the
university's sustainability.

We conclude that the strategic physiognomy will lead to positive outcomes for the university. Its strategic decisions will be of a
rational nature and are based on a strong knowledge, which will earn the university a strong element in the face of its competitors.

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 Hasim Fawzi Dabbas, Safa Tayeh Muhemmed; International Journal of Advance Research and Development
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