The architecture of competitive cooperation in light of the Strategic intent and university marketing: An analytical study in some Iraqi universities
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Abstract
Research objective: The research aims to know the impact of strategic intent in achieving the architecture of competitive cooperation through university marketing in Iraqi higher education in a group of governmental universities in Baghdad and Fallujah Governorate. To achieve this goal, the study adopted the (descriptive analytical approach) to collect and analyze the data collected through (the questionnaire), which is a main tool for collecting data and information.
Study community and sample: The current study community is represented by (administrative leaders) in some Iraqi governmental universities (University of Baghdad, University of Iraq, University of Fallujah), numbering (209) members. A non-random sample was selected and the questionnaire was distributed to them directly.
Statistical tools used: The study relied on exploratory and confirmatory factor analysis as basic structural tests for the validity of the adopted scales, a set of descriptive statistical measures, the average of the extracted variance, Cronbach's alpha, and structural reliability. These methods were used through statistical programs (SPSS V.26, Smart PLS4).
The most important conclusion: The results indicated that strategic intent helps guide universities toward building effective competitive collaborations through university marketing tools. Foresight enables universities to prepare for future changes, focusing on resources contributes to their efficient use in collaborative projects, while a shared vision creates an environment conducive to building trust and enhancing integration between partners. Marketing also plays a pivotal role in enhancing academic reputation by highlighting universities' scientific and research strengths, paving the way for collaboration with international universities and organizations.
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