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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:	Muneeb, D., Tehseen, Shehnaz *, Amin, M., Kader, F., Latif, K. L.
Format:	Article
Published:	Emerald 2020
Subjects:	HF Commerce LB2300 Higher Education
Online Access:	http://eprints.sunway.edu.my/1545/ http://doi.org/10.1108/JEIM-03-2020-0105
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id	my.sunway.eprints.1545
record_format	eprints
spelling	my.sunway.eprints.15452020-12-30T01:31:54Z http://eprints.sunway.edu.my/1545/ Internal marketing strategies in United Arab Emirates higher education Muneeb, D. Tehseen, Shehnaz * Amin, M. Kader, F. Latif, K. L. HF Commerce LB2300 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 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. Emerald 2020-12-01 Article PeerReviewed Muneeb, D. and Tehseen, Shehnaz * and Amin, M. and Kader, F. and Latif, K. L. (2020) Internal marketing strategies in United Arab Emirates higher education. Journal of Enterprise Information Management. ISSN 1741-0398 http://doi.org/10.1108/JEIM-03-2020-0105 doi:10.1108/JEIM-03-2020-0105
institution	Sunway University
building	Sunway Campus Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Sunway University
content_source	Sunway Institutional Repository
url_provider	http://eprints.sunway.edu.my/
topic	HF Commerce LB2300 Higher Education
spellingShingle	HF Commerce LB2300 Higher Education Muneeb, D. Tehseen, Shehnaz * Amin, M. Kader, F. Latif, K. L. Internal marketing strategies in United Arab Emirates higher education
description	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.
format	Article
author	Muneeb, D. Tehseen, Shehnaz * Amin, M. Kader, F. Latif, K. L.
author_facet	Muneeb, D. Tehseen, Shehnaz * Amin, M. Kader, F. Latif, K. L.
author_sort	Muneeb, D.
title	Internal marketing strategies in United Arab Emirates higher education
title_short	Internal marketing strategies in United Arab Emirates higher education
title_full	Internal marketing strategies in United Arab Emirates higher education
title_fullStr	Internal marketing strategies in United Arab Emirates higher education
title_full_unstemmed	Internal marketing strategies in United Arab Emirates higher education
title_sort	internal marketing strategies in united arab emirates higher education
publisher	Emerald
publishDate	2020
url	http://eprints.sunway.edu.my/1545/ http://doi.org/10.1108/JEIM-03-2020-0105
_version_	1688550715798061056
score	13.211869

Internal marketing strategies in United Arab Emirates higher education

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