القوة الناعمة للقيادة الإدارية آلية لتحقيق التميز المؤسسي بالوحدات الحكومية في جمهورية مصر العربية

الملخص EN

The term soft power is considered one of the widely used and widespread concepts in the analysis of foreign policies and international relations, as this concept is directly linked to the need for countries to possess this strength and its role in developing and supporting their relations with other countries, as such, the research problem lies in that there is a difficulty in achieving institutional excellence in government units in the Arab republic of Egypt, as a result of the leading institutions not having sufficient soft power.

as such, the research problem can be formulated with a main question : what is the role of the soft power of the administrative leadership in achieving institutional excellence in governmental units of Egypt? the research seeks to test its main hypothesis : that there is a fundamental effect of leaders that possess soft power on supporting the achievement of institutional excellence for the governmental units they manage, which reflects positively on the main soft power enjoyed by the Arab republic of Egypt.

the researcher relied on the inductive approach by examining previous studies and research in soft power, institutional excellence, and the descriptive analytical approach.

this approach aims to achieve an accurate understanding and awareness of the realistic dimensions of phenomena and topics and to collect accurate information about them, examine and study them, and the foundations and pillars on which the leadership’s soft power strategy is based and its role in achieving institutional excellence for government units, and the deductive approach through logical thinking ; to reach the relationships that clarify the role of leaders that have soft power in achieving the institutional excellence of their government units, and thus clarify the role of government agencies that have soft power in enhancing the soft power of Egypt, the researcher concludes the research with an applied study by creating and distributing a survey list to some leaders and performance officials in a group of Egyptian government units, some of their employees, and those who deal with them, as a random sample for research to explore their opinions and access through studying and analyzing these opinions using appropriate statistical methods for a result proving or disproving the study hypothesis.

to achieve the research objectives, it was divided into the following sections : the first section : is the general framework of the research the second section : soft power as a mechanism to support the leaders of government units.

the third section : the impact of the soft power of leaders on the institutional excellence of government units.

the fourth section analyzes previous studies, presents the applied study, and draws conclusions and recommendations.

a set of outcomes can be drawn : soft power, if applied in government units, is no less important and positive than the results of its application in the political field.

and this process of change, if it is applied with regard to the leaders that manage government units, then leads to information that supports the project of building the national state, which will have a distinguished place in the international community.

the soft power of state institutions contributes to rebuilding them according to new criteria governed by performance criteria based on rationality and efficiency in the use of available resources to reach the targeted results with the highest levels of effectiveness.

it also includes the demand for the need for reform and the application of democracy, the emphasis on freedom and the protection of human rights, among other criteria that contribute to improving living standards to reach a better life, and higher welfare rates, which will lead the state to occupy a privileged place among the countries of the world by supporting its total soft power : the main hypothesis of the study has been proven correct, which confirms the existence of a fundamental influence of leaders that possess soft power to support the achievement of institutional excellence for the government units that manage them, which reflects positively on the soft power enjoyed by the Arab republic of Egypt.

the researcher recommends more studies in the field of soft power with the necessity of applying it in different fields of work and generalizing the results of this application with the need for partnership between academics and professionals in these fields to implement the mechanisms and tools of soft power.

in addition to working to increase national awareness on how to deal with the waves of globalization in its various cultural, media, and political descriptions, as well as formulating a national media strategy equipped and grafted with expertise from different specializations.

at the forefront of its tasks is educating society and revealing points of excellence and showing them to control the institutional performance of the basic joints of the state or those that are outside it, such as civil society organizations and bodies concerned with human rights, to work in accordance with the principles of national responsibility in strengthening the role of man and political forces in building national unity and protecting it from any external intrusions.

as well as emphasizing that the identity of the state is the unifying identity of all members of society and its various sects and affiliations to achieve social, political, economic, and cultural integration while confirming the existence of constitutional, legal, and moral guarantees, through which guarantees the right of all citizens, men, and women, to participate in making decisions related to their lives and their future, while monitoring and follow up on the implementation of these decisions.