Abstract
Purpose: The purpose of this paper is to provide a review of the literature related to market orientation (MO) in the context of higher education institutions (HEIs).
Design/methodology/approach: A search of major research databases with multiple keywords was performed to identify relevant peer-reviewed articles. A total of forty-three articles were identified and reviewed.
Findings: The articles reviewed were predominantly in marketing/business and or education journals. A greater number which were published in the last ten years. The articles were predominantly empirical, quantitative and sampled HEI staff across two or more HEIs. Themes in the literature included; the MO and performance relationship, antecedents of MO, outlining MO frameworks, MO scales, export MO, market orientation for HEIs in developing countries, assessing MO in particular contexts, MO in public and private HEIs and literature reviews of MO in a higher education context.
Research implications: This study provides an outline of the literature on MO and HEIs. The analysis of the different types of articles and themes they address can build the foundation for future research.
Originality/value: This review of the literature can serve as a roadmap for academics and help stimulate further interest.
Design/methodology/approach: A search of major research databases with multiple keywords was performed to identify relevant peer-reviewed articles. A total of forty-three articles were identified and reviewed.
Findings: The articles reviewed were predominantly in marketing/business and or education journals. A greater number which were published in the last ten years. The articles were predominantly empirical, quantitative and sampled HEI staff across two or more HEIs. Themes in the literature included; the MO and performance relationship, antecedents of MO, outlining MO frameworks, MO scales, export MO, market orientation for HEIs in developing countries, assessing MO in particular contexts, MO in public and private HEIs and literature reviews of MO in a higher education context.
Research implications: This study provides an outline of the literature on MO and HEIs. The analysis of the different types of articles and themes they address can build the foundation for future research.
Originality/value: This review of the literature can serve as a roadmap for academics and help stimulate further interest.
| Original language | English (Ireland) |
|---|---|
| Title of host publication | Irish Academy of Management |
| Subtitle of host publication | National College of Ireland, 2019 |
| Publication status | Published - 2019 |