This research also takes an innovative approach to explore the meaning of identity and leadership for MAs as a professional group with capacity to support and influence others to achieve effective outcomes for their organisations. Overall, the research identifies the need for a significant extension of the current image of MAs and the possible trajectory towards the development of an appropriate and powerful professional identity for future MAs. By taking their place as effective leaders who value innovative and holistic thinking and who are people-oriented and communicative, individual MAs will internalise the core meaning of the profession of the future and project a positive image and reputation leading to career success. (PDF 877KB)
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