A synthesis model of sustainable market orientation: conceptualization, measurement, and influence on academic accreditation – a case study of Egyptian-accredited faculties

What is it about?

Higher education institutions are increasingly concerned about accreditation. Although sustainable market orientation (SMO) bears on academic accreditation, to date, no study has developed a valid scale of SMO or assessed its influence on accreditation. The purpose of this paper is to construct and validate an SMO scale that was developed in Egyptian faculties. SMO is identified as a one-dimensional construct consisting of four overlapping components. Using a survey, data were collected from 204 respondents in 6 Egyptian-accredited governmental faculties. Both item analysis and split-half methods were used to purify the measurement scale and assess its stability. Exploratory factor analysis was used to assess dimensionality, and confirmatory factor analysis was used to examine the construct and convergent/discriminant validity. Nomological validity was assessed with a structural equation model. Results suggest both a validated scale and empirical evidence of the influence of SMO on academic accreditation.

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Why is it important?

The overall purpose of this study is to integrate aspects of alternative approaches to marketing and suggest a synthesis model for SMO constructs. In order to achieve the study’s objectives, established scales were extended and a new scale was developed looking into ecological validity by attempting to construct and validate the SMO scale developed and examine its influence on accreditation at Egyptian universities. The vital issues of a synthesis SMO model were identified from the large amount of marketing literature and a conceptual framework of SMO was proposed. The present study is different from previous studies on several grounds. First, this study was carried out on a new marketing dimension of SMO, the synthesis dimension. Second, this study traced the evolution of the marketing philosophy for the new holistic marketing orientation (which extends to MO, stakeholder orientation (SO), sustainable innovation orientation (SIO), and SMO) toward alternative marketing approaches such as economical marketing, societal marketing, environmental marketing, and sustainability marketing. Third, this study considered academic accreditation as a consequence of SMO. Finally, this study was carried out on an Egyptian HE market where no SMO study has yet been carried out.

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