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Do universities that are more market orientated perform better?

Do universities that are more market orientated perform better? Amid rapid changes in the tertiary education sector witnessed in recent years, issues such as performance and accountability are becoming increasingly important. Among other things, market orientation has often been linked to performance. Investigates the degree of market orientation and its effect on performance at Australian and New Zealand universities. Results confirm a positive relationship between market orientation and overall performance: providing support for the relevance of market orientation to universities. Confirms the importance of the responsiveness dimension. Another interesting finding is that there is no significant difference in the level of market orientation between business and non‐business schools or departments in universities in Australia and New Zealand. Implications, limitations and directions for further research are also discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Public Sector Management Emerald Publishing

Do universities that are more market orientated perform better?

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References (51)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0951-3558
DOI
10.1108/09513559810199898
Publisher site
See Article on Publisher Site

Abstract

Amid rapid changes in the tertiary education sector witnessed in recent years, issues such as performance and accountability are becoming increasingly important. Among other things, market orientation has often been linked to performance. Investigates the degree of market orientation and its effect on performance at Australian and New Zealand universities. Results confirm a positive relationship between market orientation and overall performance: providing support for the relevance of market orientation to universities. Confirms the importance of the responsiveness dimension. Another interesting finding is that there is no significant difference in the level of market orientation between business and non‐business schools or departments in universities in Australia and New Zealand. Implications, limitations and directions for further research are also discussed.

Journal

International Journal of Public Sector ManagementEmerald Publishing

Published: Feb 1, 1998

Keywords: Australia; Market orientation; New Zealand; Performance; Universities

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