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...
| Main Authors: | , , , , |
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| Format: | Article |
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Emerald
2020
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| Online Access: | http://eprints.sunway.edu.my/1545/ |
| _version_ | 1848802082930294784 |
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| 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. |
| building | SU Institutional Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-14T21:17:42Z |
| format | Article |
| id | sunway-1545 |
| institution | Sunway University |
| institution_category | Local University |
| last_indexed | 2025-11-14T21:17:42Z |
| publishDate | 2020 |
| publisher | Emerald |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-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 |
| 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 |
| title | 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_short | Internal marketing strategies in United Arab Emirates higher education |
| title_sort | internal marketing strategies in united arab emirates higher education |
| topic | HF Commerce LB2300 Higher Education |
| url | http://eprints.sunway.edu.my/1545/ http://eprints.sunway.edu.my/1545/ http://eprints.sunway.edu.my/1545/ |