أثر التوجه الإستراتيجي في تحقيق الميزة التنافسية : دراسة ميدانية في الجامعات الرسمية الأردنية

Abstract EN

This study aimed to identify the effect of strategic orientation in enhancing the competitive advantage in Jordanian public universities, the population of this study consisted of (10) public universities, while the analysis unit consisted workers in the top and middle managements (university president, vice president, dean of the college, department director) in Jordanian public universities, that were chosen through the comprehensive survey method, where the researchers distributed (500) questionnaires to study population, of which (380) were retrieved, with response rate of (76%), and (30) questionnaires were excluded because they were not valid for statistical analysis, and by that the number of questionnaires subject to analysis (350) questionnaire comprising (70%) of the total study population.

The Study used descriptive analytical method in order to achieve the objectives of the study, both theoretically and practically.

The study reached many results, most notably: The level of implementation the strategic orientation came at a high degree in the Jordanian public universities, while the level of implementation of the competitive advantage came at a moderate degree in the Jordanian public universities.

The study also found that there is a statistically significant effect of the strategic orientation in achieving the competitive advantage in Jordanian public universities, and the study recommended the necessity of investing in strategic orientation operations by the Jordanian official universities to benefit from its repercussions in achieving the competitive advantage.