Title: MARKET ORIENTATION, ORGANIZATIONAL CAPACITY FOR CHANGE, AND HIGHER COLLEGE PERFORMANCE: THE MODERATION EFFECT OF RESISTANCE TO CHANGE
Author: ZUYYINNA CHOIRUNNISA
Item Type : Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
Change is an inevitable phenomenon and organizations must develop their change capacity in order to survive in competition. The aim of this research is to examine the determinants and effects of organizational capacity for change (OCC). In addition, the moderating effect of resistance to change was also tested in the influence of organizational capacity for change on performance. The proposed hypothesis is tested using data originating from the survey. In total, 36 questionnaires were filled in by the head of the study program as a respondent and used for data analysis in this research using the survey method. The research results show that market orientation has a positive effect on OCC. Likewise, the effect of OCC on performance. To increase the capacity for change, managers in higher education can increase their market orientation so that universities can improve their performance. However, although resistance to change was found not to significantly moderate the influence of OCC on performance, managers should pay attention to reducing resistance to change in higher education. This study empirically tests OCC in a higher education context shaped by a market orientation. Furthermore, OCC has a mediating role in the influence of market orientation on higher education performance. In addition, OCC in this study was tested with 3 dimensions (learning, process, and context) which were previously only proposed as concepts.
Keywords: Market orientation, organizational capacity for change, performance, and resistance to change
