C-SUITE LEADERSHIP, ENTREPRENEURIAL ORIENTATION AND COMPETITIVE ADVANTAGE IN THE BFSI SECTOR

The Banking, Financial Services and Insurance (BFSI) sector operates in a highly competitive, technology-driven and regulated environment, necessitating strategic agility and entrepreneurial leadership at the top management level. This study examines the influence of C-suite leadership on entrepreneurial orientation and its subsequent impact on competitive advantage in BFSI organizations. Drawing on Upper Echelons Theory and Strategic Entrepreneurship literature, the study investigates how strategic leadership behaviours of C-suite executives foster innovativeness, proactiveness and risk-taking within organizations. Using an empirical research design, data are proposed to be collected from senior and middle-level executives across BFSI institutions. The findings are expected to demonstrate that entrepreneurial orientation significantly affects the relationship between C-suite leadership and competitive advantage, highlighting the critical role of top management in embedding entrepreneurial capabilities within BFSI firms. The study contributes to strategic management and entrepreneurship literature by offering sector-specific insights and practical implications for executives seeking sustainable competitive positioning in the BFSI industry.