Literaturnachweis - Detailanzeige
| Autor/inn/en | Anabila, Peter; Kastner, Adelaide Naa Amerley; Bulley, Cynthia A.; Allan, Michael Mba |
|---|---|
| Titel | Market Orientation: A Key to Survival and Competitive Advantage in Ghana's Private Universities |
| Quelle | In: Journal of Marketing for Higher Education, 30 (2020) 1, S.125-144 (20 Seiten)Infoseite zur Zeitschrift
PDF als Volltext |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 0884-1241 |
| DOI | 10.1080/08841241.2019.1693474 |
| Schlagwörter | Competition; Private Colleges; Foreign Countries; Job Satisfaction; Administrator Attitudes; Correlation; Structural Equation Models; Marketing; Strategic Planning; Student Recruitment; Factor Analysis; Testing; Role; Ghana |
| Abstract | The purpose of the study was to assess the role of market orientation (MO), mediated by job satisfaction (JS) and its effect on market performance (MP) in Ghana's private universities. A sample of 205 senior staff of 15 private universities was selected to participate in the study, using a convenience sampling method. Partial Least Squares (PLS) of Structural Equation Modelling (SEM) was used to test the relationships in the study. The results found a significant positive relationship between MO and MP on one hand; Job satisfaction (JS) and MP on the other. Finally, the study found that JS mediates the relationship between MO and MP. The study provides a useful guide to marketing strategy especially the implementation of MO to enhance performance in Ghana's private universities. The study has practical application to private universities seeking to compete favourably in a competitive environment. (As Provided). |
| Anmerkungen | Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2024/1/01 |
Literaturbeschaffung und Bestandsnachweise in Bibliotheken prüfen
Permalink als QR-Code
Inhalt auf sozialen Plattformen teilen (nur vorhanden, wenn Javascript eingeschaltet ist)
Teile diese Seite:
