Market orientation in higher education and innovativeness as a mediating variable

Market orientation (MO) is an operationalization of a marketing concept and considered vital to enhance organization profitability and sustainability especially for businesses. However, efforts to investigate MO in the educational context have not been extensively conducted in comparison to those in...

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Main Author:	Algarni, Abdullah Mohammed M.
Format:	Thesis
Language:	English
Published:	2015
Subjects:	HD28 Management Industrial Management
Online Access:	http://eprints.utm.my/id/eprint/77622/1/AbdullahMohammedMPFM2015.pdf
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id	my-utm-ep.77622
record_format	uketd_dc
spelling	my-utm-ep.776222018-06-25T08:57:34Z Market orientation in higher education and innovativeness as a mediating variable 2015-08 Algarni, Abdullah Mohammed M. HD28 Management. Industrial Management Market orientation (MO) is an operationalization of a marketing concept and considered vital to enhance organization profitability and sustainability especially for businesses. However, efforts to investigate MO in the educational context have not been extensively conducted in comparison to those in the business settings. This research assessed the influence of top management emphasis and internal market orientation (IMO) as antecedents to MO in higher education institutions (HEIs). It also examined the effect of IMO and MO on HEIs perceived performance. In addition, the mediation role of innovativeness to the relationship of MO and perceived performance was investigated. The unit of analysis in this research was an educational institution that provides tertiary education under the supervision of the Ministry of Education in Saudi Arabia. In this quantitative cross sectional study, the whole population was targeted and data was collected online. There were 263 usable responses from 537, representing 48.97% response rate. The findings of this research indicated that there is a positive relationship between top management emphasis and IMO, as well as with MO. Results also showed that IMO was found to be positively related to MO. On the contrary, the relationship between IMO and HEIs perceived performance was found to be insignificant. Besides that, the study disclosed that MO is positively related to HEIs perceived performance. In this study, innovativeness was found to be partially mediating the relationship between MO and perceived performance. The research has illustrated the application of MO in the educational setting of a developing country. Additionally, the findings of the study will help academic managers and education policy makers in Saudi Arabia to develop market oriented strategies to improve HEIs performance. 2015-08 Thesis http://eprints.utm.my/id/eprint/77622/ http://eprints.utm.my/id/eprint/77622/1/AbdullahMohammedMPFM2015.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:95134 phd doctoral Universiti Teknologi Malaysia, Faculty of Management Faculty of Management
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HD28 Management Industrial Management
spellingShingle	HD28 Management Industrial Management Algarni, Abdullah Mohammed M. Market orientation in higher education and innovativeness as a mediating variable
description	Market orientation (MO) is an operationalization of a marketing concept and considered vital to enhance organization profitability and sustainability especially for businesses. However, efforts to investigate MO in the educational context have not been extensively conducted in comparison to those in the business settings. This research assessed the influence of top management emphasis and internal market orientation (IMO) as antecedents to MO in higher education institutions (HEIs). It also examined the effect of IMO and MO on HEIs perceived performance. In addition, the mediation role of innovativeness to the relationship of MO and perceived performance was investigated. The unit of analysis in this research was an educational institution that provides tertiary education under the supervision of the Ministry of Education in Saudi Arabia. In this quantitative cross sectional study, the whole population was targeted and data was collected online. There were 263 usable responses from 537, representing 48.97% response rate. The findings of this research indicated that there is a positive relationship between top management emphasis and IMO, as well as with MO. Results also showed that IMO was found to be positively related to MO. On the contrary, the relationship between IMO and HEIs perceived performance was found to be insignificant. Besides that, the study disclosed that MO is positively related to HEIs perceived performance. In this study, innovativeness was found to be partially mediating the relationship between MO and perceived performance. The research has illustrated the application of MO in the educational setting of a developing country. Additionally, the findings of the study will help academic managers and education policy makers in Saudi Arabia to develop market oriented strategies to improve HEIs performance.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Algarni, Abdullah Mohammed M.
author_facet	Algarni, Abdullah Mohammed M.
author_sort	Algarni, Abdullah Mohammed M.
title	Market orientation in higher education and innovativeness as a mediating variable
title_short	Market orientation in higher education and innovativeness as a mediating variable
title_full	Market orientation in higher education and innovativeness as a mediating variable
title_fullStr	Market orientation in higher education and innovativeness as a mediating variable
title_full_unstemmed	Market orientation in higher education and innovativeness as a mediating variable
title_sort	market orientation in higher education and innovativeness as a mediating variable
granting_institution	Universiti Teknologi Malaysia, Faculty of Management
granting_department	Faculty of Management
publishDate	2015
url	http://eprints.utm.my/id/eprint/77622/1/AbdullahMohammedMPFM2015.pdf
_version_	1747817792249266176

Market orientation in higher education and innovativeness as a mediating variable

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