Internal marketing strategies in United Arab Emirates higher education
Purpose-This paper seeks to analyze the impact of internal marketing orientations (IMOs) on the competitiveness of higher education institutions (HEIs) in the United Arab Emirates (UAE). Design/methodology/approach-A stratified random sampling was employed to collect data from a pool of 5,968 facul...
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| Main Authors: | , , , , |
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| Format: | Article |
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Emerald
2020
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/1545/ http://doi.org/10.1108/JEIM-03-2020-0105 |
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| Summary: | Purpose-This paper seeks to analyze the impact of internal marketing orientations (IMOs) on the competitiveness of higher education institutions (HEIs) in the United Arab Emirates (UAE).
Design/methodology/approach-A stratified random sampling was employed to collect data from a pool of 5,968 faculty members in 102 HIEs in the UAE. An online survey questionnaire was placed on Qualtrics online data collection platform and sent to selected participants. Out of a total of 638 surveys send through email, 349 surveys were returned, duly filled. The model was tested using SmartPLS structural equation modeling (PLS-SEM).
Findings-IMO dimensions of information generation (IG), information dissemination (ID) and information responsiveness (IR) are inexplicably linked to HEI's competitiveness and faculty performance. IR proved to be a more significant predictor of HEI's competitiveness compared to IG and ID.
Practical implications-The study proposes that HEI policymakers encourage the exchange of value among the internal stakeholders and formulate employee-focused policies as part of their corporate objectives. The findings also advocate in improving working conditions and enhancing work–life balance to strengthen the institutions' competitive position within the industry.
Originality/value-This study is the first to explore the interrelationship among the IMO dimensions of IG, ID and IR and their impact on HEI competitiveness, particularly in the UAE. |
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