Internal marketing strategies in United Arab Emirates higher education

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

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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.

Item Type: Article
Uncontrolled Keywords: Internal market orientation; Higher educational institutions; Institutional competitiveness; Faculty commitment
Subjects: H Social Sciences > HF Commerce
L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: Others > Non Sunway Academics
Sunway University > Sunway University Business School > Dept. Management
Depositing User: Dr Janaki Sinnasamy
Related URLs:
Date Deposited: 30 Dec 2020 01:31
Last Modified: 30 Dec 2020 01:31

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