AMC framework in competitive dynamics theory has been widely used and become an integral framework for linking the other disciplines. However, it remains underdeveloped. Our framework aimed for examining the expansion of the AMC framework beyond its nature that considered as the organizational initiatives and its potential link on innovativeness that play a crucial role in escalating organizational performance in higher education institutions (HEIs) context to become a world-class university. We collect 194 HEIs across 13 Eastern Asia countries with a total of 1164 data points during 2015-2020 from the secondary database to test our hypotheses, that is QS WUR and SciVal. We find that the organizational initiatives on innovativeness and innovativeness on organizational performance exhibit significant influence and positively correlated each other. Our research contribution for linking the two central theories between competitive dynamics and entrepreneurial orientation will benefit academic and business practices to nourish a greater organizational performance, particularly in HEIs to gain more international recognition in the emerging market. Moreover, our research framework could be adopted for any stakeholders as a building block to increase the economic growth of the nation.

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