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Mission Statements In Higher Education: Context Analysis And Research Agenda

Author

Listed:
  • Gordan Camelia

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

  • Pop Marius Dorel

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

Abstract

The purpose of this paper is to discuss the main issues that deal with higher education institutionsâ€(tm) mission statements, from a marketing perspective. It has long been argued in the literature that missions represent the foundation upon which institutions build their strategic plans, and that they should be the first step any institution takes before designing its strategy. Based on a review of the most recent literature in the field, the paper explains why missions appear as a relevant tool for the activity of higher education institutions, and provides insights into the way in which these institutions should engage in mission development. The main problems sorrounding the development and implementation of missions are also discussed, with emphasis on their contribution in providing educational institutions with a clear direction when faced with the changing environment. Furthermore, given the fact that some authors argue the ineffectiveness of mission statements, the paper sets to establish whether they should still be given the same importance within higher education institutions, or should they be cast aside. Considering the contribution of higher education to society, we also discuss the topic of universitiesâ€(tm) third mission, service to society, which is beginning to be more and more embraced and implemented by higher education institutions. Throughout the paper, we argue that missions hold a significant role, and that is to provide universities with a course of action, and to guide them towards fulfilling their purpose within society. The authors complete the discussion by suggesting a number of research directions in the final sections of the paper, that show a large potential both for helping educational managers to improve their institutionsâ€(tm) activity, and for building richer theories of marketing management.

Suggested Citation

  • Gordan Camelia & Pop Marius Dorel, 2013. "Mission Statements In Higher Education: Context Analysis And Research Agenda," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(2), pages 653-663, December.
    • Handle: RePEc:ora:journl:v:1:y:2013:i:2:p:653-663
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    File URL: http://anale.steconomiceuoradea.ro/volume/2013/n2/064.pdf
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    References listed on IDEAS

    as
    1. Sidhu, Jatinder, 2003. "Mission Statements:: Is it Time to Shelve Them?," European Management Journal, Elsevier, vol. 21(4), pages 439-446, August.
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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.
    2. Katia Giusepponi & Ernesto Tavoletti, 2018. "Vision and Mission Statements in Italian Universities: Results of an Empirical Investigation on Strategic Orientation," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 9(1), pages 301-328, March.

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    More about this item

    Keywords

    higher education; mission statements; mission development; education marketing; strategy; education management;
    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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