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The incorporation of market orientation in the school culture: An essential aspect of school marketing

Oplatka, I and Hemsley-Brown, J (2007) The incorporation of market orientation in the school culture: An essential aspect of school marketing International Journal of Educational Management, 21 (4). 292 - 305. ISSN 0951-354X

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Abstract

Purpose: The paper presents the major features of market orientation (MO) and its benefits for schools, suggests an inventory to measure the degree of MO in a school, and provides strategies to incorporate elements of MO into the school culture. Approach: An instructional, technical approach which is based on empirical literature both from business and service marketing and from the emergent research on educational marketing is taken in this article. Content: The paper analyzes the implications of MO for the management of school-environment relations, and provides an inventory to measure the degree of MO in individual schools. In addition, a stage by stage approach to incorporating MO into the school culture is broadly discussed, with a focus on the principal's key role in this process. Practical implications: The paper concludes by suggesting some implications for future research on MO in schools and other educational institutions and highlights the significance of MO for our understanding of school marketing in the era of competition and choice. Originality/value of paper: As MO frequently underpins the development and implementation of successful organization-environment relationships, the current paper is a first attempt to help principals and administrators incorporate MO into their school, thereby capitalizing on the great advantages of market-oriented organizational cultures.

Item Type: Article
Additional Information: This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Divisions: Faculty of Business, Economics and Law > Surrey Business School
Depositing User: Symplectic Elements
Date Deposited: 07 Feb 2012 14:18
Last Modified: 23 Sep 2013 19:04
URI: http://epubs.surrey.ac.uk/id/eprint/148865

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