Investigating the effect of strategic orientations and the role of organizational ambidexterity on academic brand reputation

Today, increasing competition in the education sector shows the growing importance of the university brand in educational institutions. Therefore, this study shows the factors affecting the brand performance of the university and the effect of using two strategic orientations simultaneously (entrepreneurial orientation and interactive orientation) on brand performance with the mediating role of extractive and exploratory capabilities (Ambidexterity). The present study is applied in terms of purpose and descriptive-survey method. The statistical population consists of all graduate students and doctoral students and university professors with business majors in prestigious public universities in Tehran. A sample of 285 people based on Klein formula and available sampling method was selected from among them Is. Structural equation modeling and PLS software were used to analyze the data. Findings show that there is a significant relationship between entrepreneurial orientation and interactive orientation with brand reputation with mediate role of extractive, exploratory and brand performance variables. The research framework helps university administrators design appropriate strategies to create the desired position in the minds of stakeholders.