The influence of transformational leadership dimension on marketing innovation in Iraqi public universities

Abstract

A wide range of factors has been found to affect marketing innovation. Of these, top leaders leadership style has been identified as being one of the most, if not the most, important. Yet, few studies have empirically examined the link between this factor and innovation .Transformational leadership (TFL) is considered to be a building block of efficient performance within higher education environments and to play a key role in enhancing the innovation of universities. The academic leadership of a higher education institution, more specifically transformational leadership, is responsible for academic research and development and should be proactive and design strategies that would engage academic staff in promoting innovation culture in their institutions and as well issues facing technology higher education with regard to implementing organizational change and innovation. In academic context, the leadership has a critical role in achieving success. The aim of this paper is to explore the effect of transformational leadership on marketing innovation in Iraqi public higher education institutions. The quantitative data was collected through survey instrument. The population for this study consisted of all academic staff in 10 public universities distributed throughout Iraq. The sample consists of 380 academic staff members in public universities located in Iraq selected through random sampling technique SPSS was used, the results found that transformational leadership Dimensions play a pivotal role in enhancing marketing innovation within higher education environment.