The mediating role of innovation in the relationship between market orientation and university performance in Pakistan

Universities globally are going through a paradigm shift with a need to become more innovatively market-oriented to handle the issue of growing competition for funding, as well as attracting/retaining the international/local competent students and academicians. However, there appears to be a dearth...

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Main Author:	Khuwaja, Faiz Muhammad
Format:	Thesis
Language:	eng eng
Published:	2017
Subjects:	LB2300 Higher Education
Online Access:	https://etd.uum.edu.my/7428/1/s96167_01.pdf https://etd.uum.edu.my/7428/2/s96167_02.pdf
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id	my-uum-etd.7428
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Shaari, Hasnizam
topic	LB2300 Higher Education
spellingShingle	LB2300 Higher Education Khuwaja, Faiz Muhammad The mediating role of innovation in the relationship between market orientation and university performance in Pakistan
description	Universities globally are going through a paradigm shift with a need to become more innovatively market-oriented to handle the issue of growing competition for funding, as well as attracting/retaining the international/local competent students and academicians. However, there appears to be a dearth of research on how such state of affairs could be addressed, particularly in the emerging economies like Pakistan. In the light of resource-based theory (RBT), as well as organizational-learning theory (OLT), literature suggests that market-orientation (MO) and innovation are to be the desirable unique resources, as well as the guiding philosophies, to enable universities for a more competitive performance. Hence, this study investigated how resources like marketorientation (MO), and innovation, can influence university performance (UP). The study also tested empirically the potential mediating effect of innovation on the MOUP relationship. In addition, how the dimensions of MO influenced the innovation and university performance (UP) were also tested empirically in the universities of Pakistan. Results of the PLS path modelling (with 369 respondents from the target public-sector universities) firstly confirmed significant effect of the “universal construct of MO” and two of its dimensions “the advising and mentoring, as well as the intelligencegeneration and response” on UP. However, one dimension of MO, which is the administration-leadership, was not significantly supported to directly influence the UP. Secondly, the study confirmed that there were significant direct effects of the “universal construct of MO”, as well as all of its dimensions, on innovation. Thirdly, the study also found that there was a significant effect of innovation on UP. Furthermore, the bootstrapping results found significant mediation of innovation between the MO-UP relationship. Hence, the results show that UP can be directly enhanced through MO and innovation. Even the use of innovation as a mediator can further strengthen the MO-UP relationship. Based on the findings, the study offers theoretical and practical implications, followed by its limitations and directions, for future research.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Khuwaja, Faiz Muhammad
author_facet	Khuwaja, Faiz Muhammad
author_sort	Khuwaja, Faiz Muhammad
title	The mediating role of innovation in the relationship between market orientation and university performance in Pakistan
title_short	The mediating role of innovation in the relationship between market orientation and university performance in Pakistan
title_full	The mediating role of innovation in the relationship between market orientation and university performance in Pakistan
title_fullStr	The mediating role of innovation in the relationship between market orientation and university performance in Pakistan
title_full_unstemmed	The mediating role of innovation in the relationship between market orientation and university performance in Pakistan
title_sort	mediating role of innovation in the relationship between market orientation and university performance in pakistan
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2017
url	https://etd.uum.edu.my/7428/1/s96167_01.pdf https://etd.uum.edu.my/7428/2/s96167_02.pdf
_version_	1747828216820662272
spelling	my-uum-etd.74282021-05-10T00:46:08Z The mediating role of innovation in the relationship between market orientation and university performance in Pakistan 2017 Khuwaja, Faiz Muhammad Shaari, Hasnizam School of Business Management School of Business Management LB2300 Higher Education Universities globally are going through a paradigm shift with a need to become more innovatively market-oriented to handle the issue of growing competition for funding, as well as attracting/retaining the international/local competent students and academicians. However, there appears to be a dearth of research on how such state of affairs could be addressed, particularly in the emerging economies like Pakistan. In the light of resource-based theory (RBT), as well as organizational-learning theory (OLT), literature suggests that market-orientation (MO) and innovation are to be the desirable unique resources, as well as the guiding philosophies, to enable universities for a more competitive performance. Hence, this study investigated how resources like marketorientation (MO), and innovation, can influence university performance (UP). The study also tested empirically the potential mediating effect of innovation on the MOUP relationship. In addition, how the dimensions of MO influenced the innovation and university performance (UP) were also tested empirically in the universities of Pakistan. Results of the PLS path modelling (with 369 respondents from the target public-sector universities) firstly confirmed significant effect of the “universal construct of MO” and two of its dimensions “the advising and mentoring, as well as the intelligencegeneration and response” on UP. However, one dimension of MO, which is the administration-leadership, was not significantly supported to directly influence the UP. Secondly, the study confirmed that there were significant direct effects of the “universal construct of MO”, as well as all of its dimensions, on innovation. Thirdly, the study also found that there was a significant effect of innovation on UP. Furthermore, the bootstrapping results found significant mediation of innovation between the MO-UP relationship. Hence, the results show that UP can be directly enhanced through MO and innovation. Even the use of innovation as a mediator can further strengthen the MO-UP relationship. Based on the findings, the study offers theoretical and practical implications, followed by its limitations and directions, for future research. 2017 Thesis https://etd.uum.edu.my/7428/ https://etd.uum.edu.my/7428/1/s96167_01.pdf text eng public https://etd.uum.edu.my/7428/2/s96167_02.pdf text eng public http://sierra.uum.edu.my/record=b1696273~S1 other doctoral Universiti Utara Malaysia Abbasi, M. N., Malik, A., Chaudhry, I. S., & Imdadullah, M. (2011). A study on student satisfaction in Pakistani universities: the case of Bahauddin Zakariya University, Pakistan. Asian Social Science, 7(7), 209. Abdullah, F. (2005). HEdPERF versus SERVPERF: The quest for ideal measuring instrument of service quality in higher education sector. Quality Assurance in education, 13(4), 305-328. Abdullah, F. (2006). Measuring service quality in higher education: HEdPERF versus SERVPERF. Marketing Intelligence & Planning, 24(1), 31-47. Abdus Salam. (1998). Science and education in Pakistan. 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