Conceptualisations of Market Orientation in a Higher Education Context

Dwyer, Tomas (2021) Conceptualisations of Market Orientation in a Higher Education Context. In: Irish Academy of Management : Waterford Institute of Technology, 2021. UNSPECIFIED.

Text (TD Conceptualisations of market orientation in the higher education literature (2)) TD_Conceptualisations_of_market_orientation_in_the_higher_education_literature_2_.pdf - Published Version Download (1MB)

Abstract

Purpose: The purpose of this paper is to examine how market orientation (MO) has been conceptualised in the context of higher education (HE). Methodology: A search of major research databases with multiple keywords was performed to identify relevant peer-reviewed articles. Findings: Five categories of literature conceptualising MO in a HE context are delineated. Category I offers a somewhat limited outline of MO, Categories II to IV provide established perspectives on MO with adaptations while Category V outlines a more developed view of MO in a HEI context. Implications: A conceptualisation of MO in a HE setting needs to reflect the cultural and the behavioural elements of MO as well reflect the evolution that has taken place in the concept. Thus, it should reflect the stakeholder perspective at its most developed which includes society, the environment and sustainability. Finally, this must be achieved in a way that is tailored to the complexities of the HE sector. Value: The paper offers potential for the assessment and application of MO in HE settings as well as potentially other non-profit organisations. This review of the literature can serve as a roadmap for academics and help stimulate further interest.

Item Type:	Book Section
Depositing User:	Admin SSL
Date Deposited:	17 Jun 2024 23:03
Last Modified:	17 Jun 2024 23:04
URI:	https://repository.wit.ie/id/eprint/7796

Actions (login required)

View Item