تأثير استراتيجية الشراكات المعرفية في الريادة الأكاديمية من خلال التسويق الجامعي (دراسة تحليلية في عينة من الجامعات العراقية)
Abstract
يهدف هذا البحث إلى دراسة تأثير استراتيجية الشراكات المعرفية في تعزيز الريادة الأكاديمية في الجامعات العراقية عبر التسويق الجامعي. وتم التركيز على تحليل الأبعاد المختلفة لاستراتيجية الشراكات المعرفية التي تشمل كل من (النية الاستراتيجية والتحالف، حوكمة الشراكات، رأس المال العلائقي، آليات التكامل المعرفي، والقدرة الامتصاصية)، إلى جانب ذلك تناول البحث أبعاد التسويق الجامعي والتي تتضمن كل من (التوجه السوقي، الهوية الجامعية، التسويق العلائقي، والتسويق الرقمي)، وكما تم استكشاف أبعاد الريادة الأكاديمية التي تمثل كل من (التوجه الريادي، نقل وتسويق المعرفة، والثقافة الداعمة). واعتمد البحث على المنهج الوصفي التحليلي، واستخدم البرامج الإحصائية (SPSS V.28 -AMOS V.26) لتحليل البيانات واختبار الفرضيات من خلال التحليل العاملي التوكيدي والتحليل الوصفي. ولقد تم اختيار قطاع التعليم العالي في العراق كميدان أساسي للبحث، إذ شمل البحث أربع جامعات رائدة في العاصمة بغداد هي (جامعة بغداد، الجامعة المستنصرية، جامعة النهرين، والجامعة العراقية). وكما تم تحديد عينة قصدية تتكون من (150) فردًا من القيادات الأكاديمية والإدارية العليا والوسطى في هذه الجامعات. وأظهرت نتائج البحث أن استراتيجية الشراكات المعرفية تلعب دورًا محوريًا في تعزيز الريادة الأكاديمية من خلال التسويق الجامعي، إذ تساهم هذه العلاقة في تحسين أداء الجامعات وزيادة قدرتها وتعاونها التنافسي في بيئة التعليم العالي، وكما تشير النتائج إلى أهمية التكامل بين هذه العوامل في تعزيز الابتكار الأكاديمي وتحقيق التميز والريادة في الجامعات العراقية.
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