Unleashing innovation: The role of internal marketing in education sector

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Abstract

The education sector is undergoing huge transformations in response to changing situations and circumstances. In order to effectively adapt to the evolving demands of the new situation, innovative work behaviours among educators have become increasingly crucial. This study aims to investigate teachers’ perceptions of innovative work behaviours in Jordan, evaluate the implementation of internal marketing within the Jordanian education sector, and examine the influence of internal marketing on enhancing innovative work behaviours. Drawing on a qualitative research methodology, semi-structured interviews were conducted with teachers of the first three grades in Jordanian public schools. Thematic analysis was employed to interpret the interview data. The main themes that emerged from the analysis were motivation and collaboration. Findings show that motivated teachers are more likely to invest their time and effort in experimenting with innovative teaching methods and finding solutions to educational challenges. Collaboration fosters an environment of shared knowledge, support, and creativity among teachers. These findings imply the influence of internal marketing in guiding the motivation and collaboration among teachers. By understanding the impact of internal marketing on innovative work behaviours, policymakers and educational institutions can develop effective strategies to enhance the quality of education in the country.

Keywords: Adaptation, Sustainability, Innovation, Education Sector, Transformation

Authors’ individual contribution: Conceptualization — N.H.N.M.; Methodology — B.F.F.A.I. and N.H.N.M.; Validation — B.F.F.A.I.; Formal Analysis — B.F.F.A.I. and N.H.N.M.; Writing — Original Draft — B.F.F.A.I. and N.H.N.M.; Writing — Review & Editing — N.H.N.M. and M.M.A.; Supervision — N.H.N.M. and M.M.A.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: J81, M54, O31

Received: 20.03.2023
Accepted: 06.10.2023
Published online: 10.10.2023

How to cite this paper: Al Issa, B. F. F., Nik Mat, N. H., & Anuar, M. M. (2023). Unleashing innovation: The role of internal marketing in education sector. Corporate Governance and Organizational Behavior Review, 7(4), 82–93. https://doi.org/10.22495/cgobrv7i4p7