دور أبعاد التسويق الريادي في تعزيز الريادة الاستراتيجية: دراسة ميدانية على كليات عنيزة الأهلية بالمملكة العربية السعودية

الملخص EN

In Saudi Arabia, there are many private universities and colleges, due to the government's encouragement to spread the culture of private education and work on its distinction, which provides a competitive environment among private educational institutions and makes them always strive to achieve excellence and leadership over their counterparts, whether at the level of the Kingdom or at the level of the region, and perhaps the most important tool of excellence is the pioneering marketing of services provided to students.

This research aims to study the role of the dimensions of entrepreneurial marketing in Enhancing the strategic leadership of Onaizah Colleges, where the basic literature on entrepreneurial marketing was reviewed, and then a model was proposed that includes a set of dimensions of entrepreneurial marketing to enhance strategic leadership in educational institutions, where five main dimensions were identified: (proactive orientation, customer focus, value creation Innovative, risk management, marketing creativity), where a questionnaire was designed for this purpose and the data was analyzed using the SPSS program The results indicated that there is a positive impact correlation between the dimensions of entrepreneurial marketing used in research and strategic leadership, which indicates that the dimensions of entrepreneurial marketing play an important role in promoting entrepreneurship.

It would greatly spread success and leadership in an innovative and sustainable way.