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:: Volume 10, Issue 3 (11-2021) ::
MEO 2021, 10(3): 105-129 Back to browse issues page
Investigating the effect of strategic orientations and the role of organizational ambidexterity on academic brand reputation
Soheila Khoddami * , Negar Faryabi
Kharazmi University
Abstract:   (1760 Views)
Today, increasing competition in the education sector shows the growing importance of the university brand in educational institutions. Therefore, this study shows the factors affecting the brand performance of the university and the effect of using two strategic orientations simultaneously (entrepreneurial orientation and interactive orientation) on brand performance with the mediating role of extractive and exploratory capabilities (Ambidexterity). The present study is applied in terms of purpose and descriptive-survey method. The statistical population consists of all graduate students and doctoral students and university professors with business majors in prestigious public universities in Tehran. A sample of 285 people based on Klein formula and available sampling method was selected from among them Is. Structural equation modeling and PLS software were used to analyze the data. Findings show that there is a significant relationship between entrepreneurial orientation and interactive orientation with brand reputation with mediate role of extractive, exploratory and brand performance variables. The research framework helps university administrators design appropriate strategies to create the desired position in the minds of stakeholders.
Keywords: Entrepreneurial orientation, interactive orientation, extractive capability, exploratory capability, brand performance, brand reputation
Full-Text [PDF 2801 kb]   (763 Downloads)    
Type of Study: Research | Subject: managing education in higher education
Received: 2021/04/8 | Accepted: 2021/10/15 | Published: 2021/11/1
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Khoddami S, Faryabi N. Investigating the effect of strategic orientations and the role of organizational ambidexterity on academic brand reputation. MEO 2021; 10 (3) :105-129
URL: http://journalieaa.ir/article-1-239-en.html


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Volume 10, Issue 3 (11-2021) Back to browse issues page
نشریه مدیریت بر آموزش سازمان ها Journal of Managing Education in Organizations

 
 
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