Do universities that are more market orientated perform better?

Albert Caruana · B. Ramaseshan · Michael Thomas Ewing

148 citations0/0 files storedInternational Journal of Public Sector Management

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Higher Education Governance and Development Innovation and Knowledge Management Organizational Strategy and Culture

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.

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1951Coefficient Alpha and the Internal Structure of Tests 1979A Paradigm for Developing Better Measures of Marketing Constructs 1977Estimating Nonresponse Bias in Mail Surveys 1979Review of Psychometric theory (2nd ed.).1977Estimating Nonresponse Bias in Mail Surveys 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1993Market Orientation: Antecedents and Consequences

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