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首页> 外文期刊>European Journal of Business and Management >Towards Entrepreneurial Universities through Marketing strategy and entrepreneurship: A comparative study of Selected Public and Private Universities in Kenya
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Towards Entrepreneurial Universities through Marketing strategy and entrepreneurship: A comparative study of Selected Public and Private Universities in Kenya

机译：通过营销战略和创业方向企业大学：肯尼亚所选公共和私立大学的比较研究

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This study sought to make a comparative assessment of public and private universities in Kenya, in order to understand their orientation towards entrepreneurship and marketing practices used, as well as assessing whether entrepreneurial orientation has influence on marketing practices. The population of the study was 125 heads of department and program coordinators selected from 7 public and 5 private universities. A total of 92 out of the targeted 125 respondents responded from the nine universities that agreed to participate, giving a response rate of 73.6%.. A Semi structured questionnaires was administered by trained data collection assistants. Pilot study was done to ensure validity and reliability of the data collection instrument. Analysis was included descriptive statistics, particularly means and standard deviation. Testing of paired sample means was done to test the 1 st two hypotheses, while regression and correlation were done to test the third hypothesis. The study found that Private Universities were doing better than Public Universities especially in the area of looking for and exploiting new opportunities that generate money for the University. Private universities had a mean score of 3.8621 (SD 1.17) compared to a mean score of 3.1639 (SD 1.04) for public Universities for their ability to look for and exploit new opportunities that generate money for the University. Similarly, Private universities had a mean score of 3.24 (SD 1.32) for taking cautious posture in order to minimize the possibility of making wrong decisions, as compared to 2.98 (SD 1. 13) for public Universities. Private universities were found to be doing better than public universities in most of the marketing indicators tested. Private universities had a stronger believe in customer sovereignty (Mean 4.31, SD.76) than Public Universities (Mean 3.7, SD 0.86) Further, Private universities had better established marketing department that handles marketing programs (Mean 4.1, SD 1.04) than Public Universities ((Mean 3.12, SD 1.3). However, public Universities were better (Mean 4.1, SD.71) (in having systems for curriculum review that match industry needs than private universities (Mean 3.79, SD 1.17). regression and correlation analysis done showed that indicators of entrepreneurial spirit have a positive influence on indicators of marketing practices. The regression model had an R 2 value of 0.325(F = 9.882, p =0.00) while the entrepreneurial factor of continuously looking for and exploit new opportunities that generate money for university had positive and significant influence on having marketing department that handles marketing programs (r =0. 321 ) and on strong believe in customer sovereignty r =0. 382), both significant at 0.01). Similarly the factor that a firm takes a cautious posture in order to minimize the possibility of making wrong decision has positive and significant influence on a marketing department that handles your marketing programs (r =0. 445 ) and on strong believe in customer sovereignty r =0. 472), both significant at 0.01).
机译：本研究寻求对肯尼亚公共和私立大学进行比较评估，以了解他们对使用的创业和营销实践的方向，以及评估企业家方向是否对营销实践有影响。该研究人口为125个部门和计划协调员，选自7名公共和5所私立大学。有针对性的125名受访者共有92名从同意参加的九所大学回应，给出了73.6％的回复率..通过训练有素的数据收集助理管理半结构化问卷。采用试验研究以确保数据收集仪器的有效性和可靠性。分析包括描述性统计，特别是手段和标准偏差。对成对的样本装置进行测试是为了测试1 ST两个假设，而进行回归和相关性以测试第三个假说。该研究发现，私立大学的表现优于公立大学，特别是在寻找和利用为大学产生资金的新机会。私立大学的平均得分为3.8621（SD 1.17），而平均得分为3.1639（SD 1.04），为公共大学为他们寻找和利用为大学为本赚钱的新机会。同样，私立大学的平均得分为3.24（SD 1.32），以便采取谨慎的姿势，以尽量减少做出错误决策的可能性，而公立大学的2.98（SD 1.13）。在测试的大多数营销指标中，私立大学被发现比公立大学更好。私立大学相信客户主权（平均4.31，SD.76）比公立大学（平均3.7，SD 0.86）进一步，私立大学拥有更好的建立营销部门，这些部门与公共大学处理营销计划（平均4.1，SD 1.04） （（平均3.12，SD 1.3）。然而，公立大学更好（平均4.1，SD.71）（在拥有课程审查系统中，符合行业需求的课程，比私立大学（平均3.79，SD 1.17）。回归和相关分析完成表明，企业家精神的指标对营销实践指标产生了积极的影响。回归模型的R 2值为0.325（f = 9.882，p = 0.00），而连续寻找和利用产生金钱的新机会的创业因素对于大学对拥有营销部门的营销部门（r = 0.321）和强势相信客户主权r = 0的营销部门具有积极和重大影响。382），b oth％0.01）。同样，公司采取谨慎态度的因素，以尽量减少制作错误决策的可能性对处理营销计划的营销部门（R = 0.445）和强烈信任客户主权r = 0。 472），两者均为0.01）。

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