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.

中文翻译：

---

阿联酋高等教育的内部营销策略

目的

本文旨在分析内部营销导向 (IMO) 对阿拉伯联合酋长国 (UAE) 高等教育机构 (HEI) 竞争力的影响。

设计/方法/方法

采用分层随机抽样从阿联酋 102 个 HIE 的 5,968 名教职员工中收集数据。在线调查问卷被放置在 Qualtrics 在线数据收集平台上，并发送给选定的参与者。在通过电子邮件发送的总共 638 份调查中，有 349 份调查被退回，并按时填写。该模型使用 SmartPLS 结构方程模型 (PLS-SEM) 进行测试。

发现

信息生成 (IG)、信息传播 (ID) 和信息响应能力 (IR) 的 IMO 维度与 HEI 的竞争力和教师绩效有着莫名其妙的联系。事实证明，与 IG 和 ID 相比，IR 更能预测 HEI 的竞争力。

实际影响

该研究建议 HEI 政策制定者鼓励内部利益相关者之间的价值交换，并制定以员工为中心的政策作为其企业目标的一部分。调查结果还提倡改善工作条件和加强工作与生活的平衡，以加强机构在行业内的竞争地位。

原创性/价值

本研究首次探讨了 IG、ID 和 IR 的 IMO 维度之间的相互关系及其对 HEI 竞争力的影响，尤其是在阿联酋。