دور اليقظة الاستراتيجية في تحسين الأداءالمؤسسي في الجامعات الفلسطينية
مأمون داود حسن الزير
Mamoun Daoud Hassan Al-Zeer
This study aims at identifying the role of strategic alertness in improving the non-financial performance of institutions from the point of view of administrators and academics in universities in the southern West Bank. The researcher used the descriptive analytical approach, and the population of the study consisted of all 132 administrators and academics in universities who hold administrative and academic positions and those who have information that serves the objectives of this study. The researcher also used the questionnaire to collect data from the study population based on the comprehensive survey approach as132 questionnaires were distributed to all members of the study population. The results of the study revealed that there is a positive relationship between strategic alertness and institutional performance in the higher education institutions in Palestine. Likewise, there is a positive relationship between technological alertness and the performance of higher education institutions in Palestine. The study also concluded that there is a positive relationship between competitive alertness and the performance of higher education institutions in Palestine and there is also a positive relationship between marketing alertness and the performance of higher education institutions in Palestine. Finally, the results revealed that there is a positive relationship between commercial alertness and the performance in Palestinian higher education institutions. Universities should commit to training their staff on modern technologies and the university works to bring about positive changes and provide university services by using the latest scientific technical methods, as well as benefit from competitive alertness through the use of appropriate competitive strategies to put them in the educational sector and employ competitive intelligence in the university to recognize the trends of public and competitors. Universities should also have a high degree of flexibility to put their efforts and energy towards the market and develop a marketing strategy for each target group and adopt methods of providing services that meet customer's requirements and determine the gap between their services and market needs. Universities should also pay attention to suppliers' offers and study everything that affects their commercial relationship with their suppliers. Finally, It is very important to give great importance to the non-financial performance of the institution because it has a great role in enhancing the university's status and achieving its goals.