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Market orientation in universities: A comparative study of two national higher education systems

Hemsley-Brown, Jane and Oplatka, I (2010) Market orientation in universities: A comparative study of two national higher education systems International Journal of Educational Management, 24 (3). pp. 204-220.

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the reported study tested (1) whether there are significant differences between the two countries, in terms of perceptions of market orientation (MO) in higher education (HE), (2) which MO dimensions (student; competition; intra-functional) indicate more positive attitudes and whether the differences are significant; and (3) the reliability of the instrument for using a larger sample of respondents internationally.


A comparative (online) survey of 68 academics in England and Israel has been conducted during the academic year of 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.


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, our respondents alluded to their contribution to internal marketing, i.e., to the promotion of their university through their own work tasks and performances.

Practical implications:

The meeting of student needs, and a student centred approach can be an institutional mission, as well as a government drives initiative imposed on universities through the introduction of a market.

Originality/value of paper:

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 system.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
Oplatka, I
Date : 2010
DOI : 10.1108/09513541011031565
Copyright Disclaimer : Copyright 2010 Emerald Publishing Group
Uncontrolled Keywords : Market orientation, educational marketing, Higher education marketing, relationship marketing, international differences.
Depositing User : Symplectic Elements
Date Deposited : 29 Sep 2011 08:10
Last Modified : 16 Jan 2019 16:26

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