Validating the measures of Schein’s Theory of Organisational Culture in the Context of Administrative and Academic Heads of Selected Public Universities in Uganda

This study analyzes the effect of price perceptions and personal selling on The study validated the measures of Schein’s Theory of Organisational Culture in the context of administrative and academic heads of selected public universities in Uganda. Basing on the conceptualization by Schein (1998), Schein’s Theory of Organisational Culture was studied in terms of: artefacts, espoused beliefs and values, and basic underlying assumptions. The study used a correlational research design on a sample of 231 respondents that were university managers, namely administrative and academic heads of Kyambogo University (85), 60 for MUST, 63 for Gulu University and 62 people for Busitema University in Uganda. Data was collected using a self-administered questionnaire and analysed using quantitative methods that were descriptive and partial least squares structural equation modelling (PLS-SEM) with the help of SmartPLS to determine the measures of Schein’s Theory of organisational culture. Descriptive results indicated that three constructs of Schein’s Theory of Organisational Culture of artefacts, espoused beliefs and values, basic underlying assumptions were high. PLS-SEM indicated that the three constructs of artefacts, espoused beliefs and values, and basic underlying assumptions were appropriate measures of Schein’s Theory of Organisational Culture. It was concluded that managers of public universities in Uganda need to promote a high level artefacts, espoused beliefs and values, and basic underlying assumptions among administrative and academic heads of departments. Therefore, the study recommended that managers of public universities in Uganda should emphasise artefacts, espoused beliefs and values, and basic underlying assumptions among administrative and academic heads of departments.