Abstract

This research concerned with identifying the role of strategic orientation (market orientation, entrepreneurial orientation and technical orientation) on entrepreneurial alertness(scanning, search, association, connection, evaluation and judgment) in fifteen colleges of Karbala University. For this purpose four hypotheses were formulated, the first two concerned with the variance level of research variables according to type of college (scientific or humanistic) while the third and fourth hypotheses examined the relationship and the impact of strategic orientation on entrepreneurial alertness. For testing the validity of these hypotheses questionnaire had been used which prepared depending on testing scales that captures research dimensions. This questionnaire distributed on (101) of top management team of the colleges with response rate 78%. By using many of descriptive statistics, correlation, and F test, the study results indicate that strategic orientation differ via to college type, and there was an impact of strategic orientation on entrepreneurial alertness. The study ends with many recommendations the main were focused attention on needs and wants of customers in our local organizations, it is necessary to management to survey customers satisfaction, and focus attention on environmental scanning.