Market Orientation and University Performance in Tanzania: Mediating Efficacious Leadership Style

Winfrida Robson () and Hellena Mohamedy Mushi ()
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Winfrida Robson: Institute of Accountancy Arusha Tanzania
Hellena Mohamedy Mushi: Mzumbe University Mbeya Campus College Tanzania

Studies in Educational Management, 2025, vol. 17, 17-43

Abstract: Universities will function well if the management and administration of the education sector are improved and the resources available are well utilized. These resources include the caliber of professors, instruction, market orientation, and an efficacious leadership style. The purpose of this study is to investigate the relationship between market orientation, university performance in Tanzania, and the mediating impact of an efficacious leadership style. The Resource Based Theory (RBT) was applied. Self-administered questionnaires were used at five of Tanzania's largest public universities to collect data. One hundred twenty responses were analyzed using SMART PLS. The outcomes were as follows: Efficacious leadership demonstrated a significant positive relationship with university performance, and market orientation demonstrated a significant positive relationship with efficacious leadership. An efficacious Leadership Style (EL) had a mediating effect on the relationship between University Performance (UP) and Market Orientation (MO). Policymakers and other interested parties were also provided with the study's recommendations for additional research.

Keywords: Efficacious Leadership Style; Market Orientation; University Performance; Tanzania (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:bco:semaaa::v:17:y:2025:p:17-43

DOI: 10.32038/sem.2025.17.02

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