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Dwyer, Tomás (2024) Assessing the Market Orientation of Higher Education Institutions in Ireland. Irish Journal of Management, 43 (2): 5. pp. 121-135. ISSN 1649-248X
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Abstract
There is a link between market orientation (MO) and higher education institution (HEI) performance. However, conceptualisations of MO in a HEI context are limited in their development. A review of the literature provides a specific higher education conceptualisation. This conceptualisation is utilised to undertake a content analysis of the strategic plans of six HEIs in Ireland. The data can be interpreted as identifying the MO of the HEIs. Furthermore, the MO of different HEI types as well as individual HEIs was determined. This paper provides a conceptual framework to assess the MO of HEIs that can provide guidance on future actions to enhance performance.
| Item Type: | Article |
|---|---|
| Keywords: | Market orientation; market orientated; market oriented; higher education; |
| Academic Unit: | Faculty of Social Sciences > School of Business |
| Item ID: | 20937 |
| Identification Number: | 10.2478/ijm-2024-0001 |
| Depositing User: | IAM School of Business |
| Date Deposited: | 18 Dec 2025 10:03 |
| Journal or Publication Title: | Irish Journal of Management |
| Publisher: | Irish Academy of Management |
| Refereed: | Yes |
| Use Licence: | This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here |
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