Market Orientation in Universities: A Comparative Study of Two National Higher Education Systems

Autor/inn/en	Hemsley-Brown, Jane; Oplatka, Izhar
Titel	Market Orientation in Universities: A Comparative Study of Two National Higher Education Systems
Quelle	In: International Journal of Educational Management, 24 (2010) 3, S.204-220 (17 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0951-354X
DOI	10.1108/09513541011031565
Schlagwörter	Student Needs; Higher Education; Foreign Countries; Comparative Analysis; Questionnaires; Colleges; Sample Size; Pilot Projects; Israel; United Kingdom; United Kingdom (England) + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; Ausland; Fragebogen; College; Hochschule; Fachhochschule; Pilot project; Modellversuch; Pilotprojekt; Großbritannien
Abstract	Purpose: The paper's purpose is to test: whether there are significant differences between England and Israel, in terms of perceptions of market orientation (MO) in higher education (HE); which MO dimensions (student, competition, intra-functional) indicate more positive attitudes and whether the differences are significant; and the reliability of the instrument for using a larger sample of respondents internationally. Design/methodology/approach: A comparative (online) survey of 68 academics in England and Israel was conducted during the academic year 2007. The MO questionnaire used comprises 32 factor items rated on a six-point scale, categorised using three headings: market (student-customer) orientation; competitor orientation; and inter-functional coordination. Findings: Overall, academics in both countries indicated that their HE institution is oriented towards meeting students' needs and desires, and cares for students' well-being, teaching and learning. In addition, the respondents alluded to their contribution to internal marketing, i.e. to the promotion of their university through their own work tasks and performance. Research limitations/implications: The study was restricted to a comparison of only two universities, one in Israel and one in England, and the sample size is small. Practical implications: The meeting of student needs, and a student centred approach can be an institutional mission, as well as a government driven initiative imposed on universities through the introduction of a market. Originality/value: As MO frequently underpins the development and implementation of successful organisation-environment relationships, the current paper is a first attempt to trace the contextual determinants of this orientation by comparing its frequencies and elements in two different HE systems. (Contains 4 tables.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10