Social Science and Human Research Bulletin

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.

Artefacts, espoused beliefs and values, underlying assumptions, organisational culture.

1. Aitken, K., & Von Treuer, K. (2021). Leadership behaviours that foster organisational identification during change. Journal of Organizational Change Management, 34(2), 311-326.https://doi.org/10.1108/JOCM-01-2020-0029
2. Al-bawaia, E., Alshurideh, M., Obeidat, B., & Masa’deh, R. (2022). The impact of corporate culture and employee motivation on Organisation effectiveness in Jordanian banking sector. Academy of Strategic Management Journal, 21, 1-18. 1939-6104-21-S2-36 
3. Aoki, K. (2020). The roles of material artifacts in managing the learning–performance paradox: The Kaizen case. Academy of Management Journal, 63(4), 1266-1299.https://doi. org/ 10.5465/amj.2017.0967 
4. Azeem, M., Ahmed, M., Haider, S., & Sajjad, M. (2021). Technology in Society Expanding competitive advantage through organizational culture, knowledge sharing and organizational innovation. Technology in Society, 66(June), 101635. https://doi.org/10.1016/j.techsoc.2021.101635
5. Baird, K., Su, S., & Tung, A. (2018). Organizational culture and environmental activity management. Business Strategy and the Environment, 27(3), 403-414.https://doi.org/ 10. 1002 /bse.2006
6. Belay, H. A., Hailu, F. K., & Sinshaw, G. T. (2023). Linking internal stakeholders’ pressure and corporate social responsibility (CSR) practices: The moderating role of organizational culture. Cogent Business & Management, 10(2), 1–22. https://doi.org/10. 1080/ 23311975. 2023.2229099
7. Beytekin, O. F., Yalçinkaya, M., Doğan, M., & Karakoç, N. (2010). The Organisational culture at the university. The International Journal of Educational Researchers, 2(1), 1-13. http://ijer.eab.org.tr/1/2/1_beytekin.f.pdf
8. Binder, C. (2016). Integrating organizational-cultural values with performance management. Journal of Organizational Behaviour Management, 36(2–3), 185–201. https://doi.org/ 10.1080/ 01608061.2016.1200512
9. Bosire, D. O., & Kinyua, G. M. (2022). Industry structure as an antecedent of organizational performance: A review of literature. The International Journal of Business & Management, 10(4), 136–148. https://doi.org/10.24940/theijbm/2022/v10/i4/BM2204-021
10. Brenyah, R. S., & Obuobisa-Darko, T. (2017). Organisational culture and employee engagement within the Ghanaian public sector. Review of Public Administration and Management, 5(3), 1-7. Doi: 10.4172/2315-7844.1000233
11. Carless, A. S. & Wearing Leon Mann, J. A (2000). A short measure of transformational leadership, Journal of business and psychology, 14, p. 389-405. Doi: https://doi.org/ 10. 1023 /A: 1022991115523
12. Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2023). Reporting reliability, convergent and discriminant validity with structural equation modelling: A review and best-practice recommendations. Asia Pacific Journal of Management, 1-39. https://doi.org/10.1007/s10490-023-09871-y
13. Cummings, T. G., & Worley, C. G. (2009). Organization development & change. South-Western/Cengage Learning
14. Edgar, H. (2002). Schein. Organizational Culture and Leadership. The Jossey-Bass Business & Management Series. 4th Edition.
15. Fu, Y., Wen, Z., & Wang, Y. (2022). A comparison of reliability estimation based on confirmatory factor analysis and exploratory structural equation models. Educational and Psychological Measurement, 82(2), 205-224. https://doi.org/10.1177%2F00131644211008 953
16. Gochhayat, J., Giri, V. N., & Suar, D. (2017). Influence of Organisational culture on Organisational effectiveness: The mediating role of Organisational communication. Global Business Review, 18(3), 691-702. https://doi.org/10.1177/0972150917692185
17. Groysberg, B., Lee, J., Price, J., & Cheng, J. Y. (2018). The leader’s guide to corporate culture: how to manage the eight critical elements of organizational life. Harvard Business Review, 96, 44–52.
18. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modelling (PLS-SEM) using R: A workbook 197. Springer Nature. https://link.springer.co m/book/10.1007/978-3-030- 80519-7
19. Hardcopf, R., Liu, G. (Jason), & Shah, R. (2021). Lean production and operational performance: The influence of organizational culture. International Journal of Production Economics, 235, 108060. https://doi.org/10.101 6
20. Hatch, M. J. (1993). The dynamics of organizational culture. Academy of management review, 18(4), 657-693. https://doi.org/10.5465/amr.1993.9402210154
21. Hofstede, G. (2011). Dimensionalizing cultures: The hofstede model in context. Online Readings in Psychology and Culture, 2(1), 1–26. https://doi.org/10. 9707/2307-0919.1014
22. Hofstede, G., & Bond, M. H. (1988). The Confucius connection: From cultural roots to economic growth. Organizational dynamics, 16(4), 5-21. https://doi.org/10.1016/0090-2616(88) 900 09-5
23. Hogan, S. J., & Coote, L. V. (2013). Organizational culture, innovation, and performance: A test of Schein’s model. Journal of Business Research, 67(8), 1609–1621.
24. Homburg, C., & Pflesser, C. (2000). A multiple-layer model of market-oriented organizational culture: Measurement issues and performance outcomes. Journal of marketing research, 37(4), 449-462. https://doi.org/10.1509/jmkr.37.4.449.18786
25. Hussain, I., Mujtaba, G., Shaheen, I., Akram, S., & Arshad, A. (2022). An empirical investigation of knowledge management, organizational innovation, organizational learning, and organizational culture: Examining a moderated mediation model of social media technologies. Journal of Public Affairs, 22(3), 1–9. https://doi.org/10.1002/pa.2575
26. Kato, J. K., Mugizi, W., Kyozira, P., & Ariyo, G. K. (2024). Validating the Measures of Emotional Intelligence-Based Performance Theory in the Context of Academic Staff at Kyambogo University, Uganda. East African Journal of Interdisciplinary Studies, 7(1), 319-330. https://doi.org/10.37284/eajis.7.1.2226
27. Khaddour, W. N. (2024). Critical Realism and Organizational Culture—Framing Schein’s Model of Studying Organizational Culture by Using Critical Realism Philosophy. Open Journal of Philosophy, 15(1), 77-97. https://doi.org/10.4236/ojpp.2025.151006
28. Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and psychological measurement, 30(3), 607-610. https://doi.org/ 10.1177/001316447003000308
29. Kunene, N. (2019). Attracting and retaining academic research staff: a case study of an institution of higher learning (Doctoral dissertation, University of KwaZulu-Natal). https://ukzndspace.ukzn.ac.za/bitstream/handle/10413/17782/Kunene_Nonhlanhla_2019.pdf?seque
30. Lehman, D. W. (2017). Organisational Cultural Theory and research administration knowledge management. Journal of Research Administration, 48(2), 52-66. http://www.sraintern ational.org
31. Makumbe, W., & Washaya, Y. Y. (2022). Organisational culture and innovation: testing the Schein Model at a private university in Zimbabwe. Cogent Business & Management, 9(1), 2150120. https://doi.org/10.1080/23311975.2022.2150120
32. Martinez, E. A., Beaulieu, N., Gibbons, R., Pronovost, P., & Wang, T. (2015). Organisational culture and performance. American economic review, 105(5), 331-35. doi: 10.1257/aer. p 20151001
33. Mellahi, K., & Harris, L. C. (2016). Response rates in business and management research: An overview of current practice and suggestions for future direction. British Journal of Management, 27(2), 426-437. https://doi.org/10.1111/1467-8551.12154
34. Mohajan, H. K. (2020). Quantitative research: A successful investigation in natural and social sciences. Journal of Economic Development, Environment and People, 9(4), 50-79.
35. Morente, F., Ferràs, X., & Žižlavský, O. (2018). Innovation cultural models: Review and proposal for next steps modelos culturales de innovación: Revisión y propuesta de siguientes pasos modelos culturais de inovação: Revisão e proposta de seguintes passos. Universidad & Empresa, 20(4), 53–81.
36. Mullins, L. J. (2010). Management & organisational behaviour (9th ed.). Harlow, Prentice Hall.
37. Mumford, M. D., Scott, G. M., Gaddis, B., & Strange, J. M. (2002). Leading creative people: Orchestrating expertise and relationships. The leadership quarterly, 13(6), 705-750. https://doi. org/10.1016/S1048-9843(02)00158-3
38. Ng’ang’a, M.J and Nyongesa, W.J (2012). The Impact of Organisational Culture on Performance of Educational Institutions. International Journal of Business and Social Science.3 (8).211-217. DOI: 10.30845/ijbss
39. O’Reilly, C., Chatman, J. A., & Caldwell, D. F. (1991). People and organizational culture - A profile comparison approach to assessing P-O-Fit. The Academy of Management Journal, 34(3), 487–512. https://doi.org/ 10.2307/2
40. Okanga, B., & Adesegha, J. D. (2025). Organisational Culture Change as an Antecedent for Enhancing the Successful E-Government System’s Implementation. Archives of Humanities & Social Sciences Research. 2 (1), 1-8.
41. Ouellette, R. R., Goodman, A. C., Martinez-Pedraza, F., Moses, J. O., Cromer, K., Zhao, X., Pierre, J., & Frazier, S. L. (2020). A systematic review of organizational and workforce interventions to improve the culture and climate of youth-service settings. Administration and Policy in Mental Health, 47(5), 764–778. https://doi.org/10.1007/ s10488-020-01037-y
42. Owino, J, O. & Kibera, F. (2019). Organisational culture and performance: Evidence from microfinance institutions in Kenya. SAGE open, 9(1), 1-11. https://doi.or /10.1177 /21582 44019835 934
43. Purwanto, A., & Sudargini, Y. (2021). Exploring factors affecting the purchase intention of halal food products: An empirical study on student consumers. International Journal of Social and Management Studies, 2(4), 13-21. https://doi.org/10.5555 /ijosmas .v2i4.46
44. Ramiah, S (2020). Defining and understanding Organisational culture dimensions within the African context: A reconceptualization of Schein’s model (Doctoral dissertation, PhD thesis. University of KwaZulu Natal).
45. Rohim, A., & Budhiasa, I. G. S. (2019). Organizational culture as moderator in the relationship between organizational reward on knowledge sharing and employee performance. Journal of Management Development, 38(7), 538–560. https://doi.org/10.1108/JMD-07-2018-0190
46. Rostain, M. (2021). The impact of organizational culture on entrepreneurial orientation: A meta-analysis. Journal of Business Venturing Insights, 15(September 2020), e00234. https://doi.org/10.1016/j.jbvi.2021.e00234
47. Schein, E. H. (1983). The role of the founder in creating organizational culture. Organizational dynamics, 12(1), 13-28. https://doi.org/10.1016/0090-2616(83)90023-2
48. Schein, E. (1985a). Organizational Culture and Leadership. Jossey-Bass, San Francisco: Jossey Bass. 
49. Schein, E. (1985b). Organizational Culture and Leadership. Jossey-Bass, San Francisco: Jossey Bass. – In: Michelson, B., Jacobs, T., McGee, M., Bokel, J., Knowlton, B., Scott, L., Channing, R., Tucker, H., Maybaum-Wisniewski, S., Gates, P. Strategic Leadership and Decision Making. A book (local copy), National defense university, Air university, USA, http://www.au.af.mil/au/awc/awcgate/ndu/strat-ldrdm/cont.html, accesses on 27. Feb. 2012. 
50. Schein, E. H. (1985c). Organizational Culture and Leadership: A Dynamic View. San Francisco: Jossey-Bass Publishers. – In: Baker, K. (2002). Organizational Culture. www.science.doe.gov, accessed on 20 Feb. 2012, Washington, DC: U.S. Department of Energy, Office of Science; in Washington Research Evaluation Network (Eds.), Management Benchmarking Study.http://www.au .af.mil/au/awc/awcgate/ doe/bench mark/ch11.pdf;
51. Schein E. H (1992). Organisational Culture and Leadership (2nd Ed), San Francisco, Jossey- Bass 
52. Schein, E. (1990). Organizational culture. American Psychologist, 45, 109-119.
53. Schein, E. (2009). Cultural organisational e liderança. Atlas.
54. Schein, E. H. (2000). Sense and nonsense about culture and climate. Handbook of organizational culture and climate. Thousand Oaks, CA: Sage
55. Schein, E. H. (2004). Organizational Culture and Leadership. Leadership, 7, 437. https://doi.org/10. 1
56. Schein, E. H. (2010). Organizational Culture and Leadership (4th ed.). John Wiley & Sons, Inc.
57. Schein, E. H. (2010). Organizational Culture and Leadership. San Fransisco: JosseyBass
58. Schein, E.H (1993). Does Japanese management style have a message for American managers? Sloan Manag. Rev. 23, 55–67 
59. Schein, Edgar H., and Peter Schein (2016). Organizational Culture and Leadership. Fifth edition. Hoboken, New Jersey: Wiley.
60. Schien, E. (1985). Organizational culture and leadership. Jossey-Bass; San Francisco: 1985.
61. Shuaib, K. M., & He, Z. (2021). Impact of organizational culture on quality management and innovation practices among manufacturing SMEs in Nigeria. Quality Management Journal, 28(2), 98–114. https://doi.org/10.1080/10686 967.2021.1886023
62. Simpurisio, C. (2022). Students’ perception of lecturers’ ethical conduct in higher institutions of learning: a case of Kyambogo University (Doctoral dissertation, Kyambogo University [unpublished work]).
63. Suifan, T. (2021). How innovativeness mediates the effects of organizational culture and leadership on performance. International Journal of Innovation Management, 25(02), 2150016. https://doi.org/10.1142/S136391962150016X
64. Tadesse Bogale, A., & Debela, K. L. (2024). Organizational culture: a systematic review. Cogent Business & Management, 11(1), 2340129. https://doi.org/10. 1080/23311975 .2024.2340129
65. Thompson, S. (2021). Where does culture come from?--An investigation of the origination and evolution of one start-up’s culture and a test of Schein’s theory of organizational culture formation. School of Business Entrepreneurship and Innovation Management, Aalto University.  Master’s Thesis)
66. Tomaschek, F., Hendrix, P., & Baayen, R. H. (2018). Strategies for addressing collinearity in multivariate linguistic data. Journal of Phonetics, 71, 249-267. https://doi.org/ 10.1 016/j. wocn.2018.09.004
67. Turyahikayo, W., Mugizi, W., & Kasule, G. W. (2024b). The influence of institutional culture on organisational effectiveness in selected public universities in Uganda. East African Journal of Education Studies, 7(3), 419-435.
68. Turyahikayo, W., Mugizi, W., & Kasule, G. W. (2024c). Leadership styles and organisational communication in selected public universities in Uganda. Interdisciplinary Journal of Management Sciences, 1, 1-13. https://doi.org/10.38140/ijms-2024.vol1.03
69. Yip, J. A., Levine, E. E., Wood, A., & Schweitzer, M. E. (2020). Research in organizational behaviour worry at work: How organizational culture promotes anxiety. Research in Organizational Behaviour, 40, 100124. https: //doi.org/10.1016/j. riob.2020.100124