Abstract
The purpose of this paper is to examine to what the degree Irish higher education institutions (HEIs) are market oriented (MO) and the nature of that market orientation.
The link between a MO and HEI performance has been empirically established (Abou-Warda 2014; Casidy, 2014). However, the transposition of a MO into a HEI context, while argued as warranted, is far from straightforward (Llonch at al., 2016; Rivera-Camino and Molero Ayala 2010; Akonkwa, 2009). That is the MO concept should be ‘context-specific’ (Akonkwa, 2009, p. 312).
A review of the literature serves as a guide for conceptualising MO in a HEI context. Thus in a HE context MO is a culture with resulting behaviours, across all departments of the institution, that seeks to understand and respond to; students, collaborating/partner institutions, competitors, parents, employees, employers, funders, other stakeholders as well as wider society and the environment in an innovative and sustainable way.
In the context of this conceptualisation the following research questions are be addressed (1) are Irish HEIs MO? and (2) what is the nature of this MO?
A content analysis categorising the manifest content of the strategic plans of six HEIs using a deductive approach utilising categories developed from the literature took place. The strategic plans from three universities and three institutes of technology reflected an educational and geographical diversity aimed at being able to provide an understanding of the phenomena in question – the MO of Irish HEIs.
Findings examine the MO of HEIs across eleven dimensions reflective of the conceptualisation of MO; student orientation, employee orientation, sustainable innovation orientation, employer orientation, parent orientation, resource orientation, stakeholder orientation, societal orientation, competitor orientation, environment orientation, inter-functional coordination. Furthermore, the HEI type, geographical context, HEI size, research focus, degree of internationalisation and management of the HEIs were examined as part of this analysis.
The research provides an examination of the MO of Irish HEIs - which to date has not been undertaken. Furthermore, the research provides a framework for educational managers to implement and measure the MO of HEI.
The link between a MO and HEI performance has been empirically established (Abou-Warda 2014; Casidy, 2014). However, the transposition of a MO into a HEI context, while argued as warranted, is far from straightforward (Llonch at al., 2016; Rivera-Camino and Molero Ayala 2010; Akonkwa, 2009). That is the MO concept should be ‘context-specific’ (Akonkwa, 2009, p. 312).
A review of the literature serves as a guide for conceptualising MO in a HEI context. Thus in a HE context MO is a culture with resulting behaviours, across all departments of the institution, that seeks to understand and respond to; students, collaborating/partner institutions, competitors, parents, employees, employers, funders, other stakeholders as well as wider society and the environment in an innovative and sustainable way.
In the context of this conceptualisation the following research questions are be addressed (1) are Irish HEIs MO? and (2) what is the nature of this MO?
A content analysis categorising the manifest content of the strategic plans of six HEIs using a deductive approach utilising categories developed from the literature took place. The strategic plans from three universities and three institutes of technology reflected an educational and geographical diversity aimed at being able to provide an understanding of the phenomena in question – the MO of Irish HEIs.
Findings examine the MO of HEIs across eleven dimensions reflective of the conceptualisation of MO; student orientation, employee orientation, sustainable innovation orientation, employer orientation, parent orientation, resource orientation, stakeholder orientation, societal orientation, competitor orientation, environment orientation, inter-functional coordination. Furthermore, the HEI type, geographical context, HEI size, research focus, degree of internationalisation and management of the HEIs were examined as part of this analysis.
The research provides an examination of the MO of Irish HEIs - which to date has not been undertaken. Furthermore, the research provides a framework for educational managers to implement and measure the MO of HEI.
| Original language | English (Ireland) |
|---|---|
| Title of host publication | Educational Studies Association of Ireland Conference |
| Subtitle of host publication | Stranmillis University College, Belfast, 2023 |
| Publication status | Published - 01 Apr 2023 |