THE ROLE OF CHANGE AND CREATIVITY STRATEGY IN MANAGEMENT PRACTICES TO ACHIEVE SUSTAINABLE DEVELOPMENT GOALS

This study aims to explore the role of change and innovation strategy in enhancing administrative practices to achieve sustainable development goals, through an applied investigation of the opinions of a sample of faculty members at the University of Kufa. In light of rapid transformations and complex challenges within their internal and external environments, universities are increasingly required to adopt effective change and innovation strategies that ensure improved institutional performance and strengthened competitiveness. The research employs a descriptive-analytical approach, integrating both theoretical and empirical components, using a questionnaire distributed to academic staff to measure the university’s adoption of change strategies (rational strategy, re-learning strategy, and power/coercion strategy) and their impact on developing administrative practices that support sustainability. The findings reveal a statistically significant relationship between the dimensions of change and innovation strategy and the effectiveness of administrative practices, indicating that such strategies contribute to improving adaptability to change, promoting teamwork, and fostering institutional innovation. These, in turn, advance the three dimensions of sustainable development: economic, social, and environmental. The study recommends intensifying training and capacity-building programs for administrative and academic staff, adopting leadership styles that encourage innovation, and integrating sustainability principles into all university policies and practices.