Strategic Thinking, Market Innovation Capabilities and Internal Marketing among Employees in the Broadcasting Sector in Uganda.
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Date
2023
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Abstract
This study was aimed at examining the relationship between strategic thinking, market innovation capabilities and internal marketing among employees in the broadcasting sector in Uganda, using a case of Uganda Broadcasting Corporation (UBC). The study was based on the following objectives: to ascertain the relationship between strategic thinking and internal marketing, to establish the relationship between strategic thinking and market innovation capabilities, to examine the relationship between market innovation capabilities and internal marketing and to examine the extent to which market innovation capabilities mediate in the relationship between strategic thinking and internal marketing. The study adopted a cross sectional research and quantitative design with a sample size of 169 respondents from 15 branches of UBC of which 127 responded indicating a response rate of 75%. The data was tested for reliability and validity, analyzed using SPSS v23 and results presented based on the study objectives. Findings revealed a significant and positive relationship between strategic thinking and internal marketing. There is a positive significant relationship between strategic thinking and market innovation capabilities.
Further still findings indicated that there is a significant positive relationship between market innovation capabilities and internal marketing. Overall, strategic thinking and market innovation capabilities explain 68.8% of the variance in internal marketing. In addition, market innovation capabilities were found a stronger predictor of internal marketing compared to strategic thinking.
The mediation analysis revealed that market innovation capabilities have a significant positive effect on the relationship between strategic thinking and internal marketing. Therefore, the study recommended that UBC should acquire market innovation capabilities through seminars, workshops, and trainings to improve internal marketing. Further studies may be conducted to ascertain other predictors of internal marketing among employees in the media sector in Uganda.
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A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilment of the Requirements for the Award of Degree of Master of Business Administration of Makerere University. (PLAN A).
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Christopher, O . M (2023) Strategic Thinking, Market Innovation Capabilities and Internal Marketing among Employees in the Broadcasting Sector in Uganda : A Case of Uganda Broadcasting Corporation. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.