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Universities Need a Market Orientation to Attract Non-Traditional Stakeholders as New Financing Sources

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Abstract

Reflecting the level of priority currently attributed to public university financing in ongoing discussions, the objective of this article is to debate alternative forms of attracting resources from stakeholders not normally associated with the financing of public universities. We begin by detailing sources of university financing as it slowly migrates from the public sector to the market. After we move on to describe the main public university stakeholders and the respective relationships between the parties. Finally, our discussion focuses on different means and alternatives ways, to finance public universities through use of non-traditional stakeholders giving some examples. In conclusions we find that despite university managers normally being aware of such entities, the other internal university actors show a lack of pro-activeness regarding the opportunities presented by different stakeholders. So the public universities need to actively engage with the marketplace, and this reality can be achieved if at internal level they are assigned priorities for the relationships with these new stakeholders. Copyright Springer Science+Business Media New York 2014

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  • Emerson Mainardes & Mário Raposo & Helena Alves, 2014. "Universities Need a Market Orientation to Attract Non-Traditional Stakeholders as New Financing Sources," Public Organization Review, Springer, vol. 14(2), pages 159-171, June.
    • Handle: RePEc:kap:porgrv:v:14:y:2014:i:2:p:159-171
    DOI: 10.1007/s11115-012-0211-x
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    2. Carlos de las Heras-Pedrosa & Dolores Rando-Cueto & Carmen Jambrino-Maldonado & Francisco J. Paniagua-Rojano, 2020. "Exploring the Social Media on the Communication Professionals in Public Health. Spanish Official Medical Colleges Case Study," IJERPH, MDPI, vol. 17(13), pages 1-17, July.
    3. Faiz Muhammad Khuwaja & Waheed Ali Umrani & Sanober Salman Shaikh & Ammar Ahmed & Sanaullah Shar, 2019. "University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities," SAGE Open, , vol. 9(2), pages 21582440198, June.
    4. B A Mokoena & M Dhurup, 2016. "Market Orientation Determinants: Reflections from Academics in Universities of Technology in South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 8(1), pages 6-17.
    5. Ruiz de Sabando, Amaia Lafuente & Forcada Sainz, Francisco Javier & Zorrilla Calvo, María Pilar, 2018. "The marketing orientation as a university management philosophy: a framework to guide its application," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    6. Ilda Maria Pedro & Júlio Costa Mendes & Luís Nobre Pereira, 2020. "Identifying patterns of alumni commitment in key strategic relationship programmes," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 445-468, December.
    7. Gustavo Borges & Maria José Domingues & Rita de Cássia Cordeiro, 2016. "Student’s trust in the university: analyzing differences between public and private higher education institutions in Brazil," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(2), pages 119-135, July.
    8. Faiz Muhammad Khuwaja & Hasnizam Bin Shaari & Lily Julienti Abu Bakar, 2017. "Market Orientation: An important Consideration for Higher Education of Pakistan," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(4), pages 419-436, April.
    9. Tyler Burch & Greg Murphy & Neil Tocher, 2019. "Entrepreneurship Education Enrollment Intentions: The Effect Of Attitudes, Norms And Personality," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 24(03), pages 1-20, September.
    10. Kása, Richárd & Heidrich, Balázs & Németh, Tamás & Jarjabka, Ákos, 2022. "Egyetemes értékek - piaci célok? A piacorientált szervezeti kultúra az átalakuló magyar felsőoktatásban [Universal values - market f(l)avours? The lecturers perspective on market-oriented organizat," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(12), pages 1507-1532.

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    More about this item

    Keywords

    Stakeholder; Public university; Financing opportunities; Market orientation; H5; H52; I2; I23;
    All these keywords.

    JEL classification:

    • H5 - Public Economics - - National Government Expenditures and Related Policies
    • H52 - Public Economics - - National Government Expenditures and Related Policies - - - Government Expenditures and Education
    • I2 - Health, Education, and Welfare - - Education
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

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