INCORPORATING MARKET ORIENTATION IN HIGHER EDUCATION INSTITUTIONS
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...
| Main Authors: | , |
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| Format: | Article |
| Language: | deu |
| Published: |
University of Oradea
2013-07-01
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| Series: | Annals of the University of Oradea: Economic Science |
| Subjects: | |
| Online Access: | http://anale.steconomiceuoradea.ro/volume/2013/n1/185.pdf |
| _version_ | 1818826170604453888 |
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| author | Gordan Camelia Pop Marius Dorel |
| author_facet | Gordan Camelia Pop Marius Dorel |
| author_sort | Gordan Camelia |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-19T00:23:24Z |
| format | Article |
| id | doaj.art-725652573aad44d58c445979ddb99688 |
| institution | Directory Open Access Journal |
| issn | 1222-569X 1582-5450 |
| language | deu |
| last_indexed | 2024-12-19T00:23:24Z |
| publishDate | 2013-07-01 |
| publisher | University of Oradea |
| record_format | Article |
| series | Annals of the University of Oradea: Economic Science |
| spelling | doaj.art-725652573aad44d58c445979ddb996882022-12-21T20:45:25ZdeuUniversity of OradeaAnnals of the University of Oradea: Economic Science1222-569X1582-54502013-07-0122117431752INCORPORATING MARKET ORIENTATION IN HIGHER EDUCATION INSTITUTIONSGordan Camelia0Pop Marius Dorel1 2 3Babes-Bolyai University, Faculty of Economics and Business Administration,Marketing Department,,,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.http://anale.steconomiceuoradea.ro/volume/2013/n1/185.pdfeducation marketing; market orientation; higher education; customer orientation |
| spellingShingle | Gordan Camelia Pop Marius Dorel INCORPORATING MARKET ORIENTATION IN HIGHER EDUCATION INSTITUTIONS Annals of the University of Oradea: Economic Science education marketing; market orientation; higher education; customer orientation |
| title | INCORPORATING MARKET ORIENTATION IN HIGHER EDUCATION INSTITUTIONS |
| title_full | INCORPORATING MARKET ORIENTATION IN HIGHER EDUCATION INSTITUTIONS |
| title_fullStr | INCORPORATING MARKET ORIENTATION IN HIGHER EDUCATION INSTITUTIONS |
| title_full_unstemmed | INCORPORATING MARKET ORIENTATION IN HIGHER EDUCATION INSTITUTIONS |
| title_short | INCORPORATING MARKET ORIENTATION IN HIGHER EDUCATION INSTITUTIONS |
| title_sort | incorporating market orientation in higher education institutions |
| topic | education marketing; market orientation; higher education; customer orientation |
| url | http://anale.steconomiceuoradea.ro/volume/2013/n1/185.pdf |
| work_keys_str_mv | AT gordancamelia incorporatingmarketorientationinhighereducationinstitutions AT popmariusdorel incorporatingmarketorientationinhighereducationinstitutions AT incorporatingmarketorientationinhighereducationinstitutions AT incorporatingmarketorientationinhighereducationinstitutions |