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Incorporating Market Orientation In Higher Education Institutions

Author

Listed:
  • Gordan Camelia

    (Babes-Bolyai University, Faculty of Economics and Business Administration, Marketing Department)

  • Pop Marius Dorel

Abstract

The purpose of this paper is to provide a review of the main issues surrounding the concept of market orientation applied in the context of higher education. Considering the important changes taking place in this sector, a strong willingness of universities to adopt marketing concepts can be noticed. The paper seeks to provide a retrospect on this process, starting with the incorporation of marketing in higher education, and moving on to its implementation, which has come to be known as market orientation. Following a stream of the most relevant literature in the field, we present definitions of the main concepts, and integrate them in the education context, with the purpose of establishing the relevance and importance of market orientation for achieving a sustainable competitive advantage and higher institutional performance. The paper does not aim at providing an exhaustive literature review, but rather at presenting the main elements that define a market orientation, and at supporting its implementation, by outlining the significant benefits that could follow. While theoretical by nature, this research contributes to the body of literature in the field, through closely examining the conceptualization and operationalization of market orientation, and also providing the fundamental components that define the concept and help its implementation. Furthermore, the paper provides practitioners with a number of suggested research directions, which could potentially help improve educational institutions' activity, while also contributing to a better understanding of the concept, and to building richer theories in the field of marketing education. Given that the marketing literature in Romania has mostly overlooked market orientation, both this paper, and all following research in this area will prove to be significant for education managers and researchers alike, promoting the importance and significance of relevant knowledge, and encouraging a wider acceptance of market orientation throughout the education sector.

Suggested Citation

  • Gordan Camelia & Pop Marius Dorel, 2013. "Incorporating Market Orientation In Higher Education Institutions," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1743-1752, July.
    • Handle: RePEc:ora:journl:v:1:y:2013:i:1:p:1743-1752
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    File URL: http://anale.steconomiceuoradea.ro/volume/2013/n1/185.pdf
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    References listed on IDEAS

    as
    1. B.H. Voon, 2008. "SERVMO: A Measure for Service-Driven Market Orientation in Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 17(2), pages 216-237, April.
    2. Cynthia M. Newman, 2002. "The Current State of Marketing Activity Among Higher Education Institutions," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 12(1), pages 15-29, November.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. 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.

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    More about this item

    Keywords

    education marketing; market orientation; higher education; customer orientation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

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