{"title":"Conceptualisations of market orientation in the higher education literature","authors":"Tomás Dwyer","doi":"10.1080/08841241.2022.2089941","DOIUrl":null,"url":null,"abstract":"<p><b>ABSTRACT</b></p><p>This paper addresses how market orientation (MO) is conceptualised in the higher education (HE) literature. A search of major research databases with multiple keywords was performed to identify relevant peer-reviewed articles over twenty years. Five categories of literature conceptualising MO in an HE context are delineated. The paper concludes that a conceptualisation of MO in an HE setting needs to reflect the cultural and behavioural perspectives, a comprehensive stakeholder perspective and reflect the evolution that has taken place in the concept. Finally, this conceptualisation must reflect the complexities of MO in the HE sector. The paper offers guidance for an evidence-based assessment and application of MO in HE settings. This review of the literature can serve as a roadmap for academics and help stimulate further interest.</p>","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"9 1","pages":""},"PeriodicalIF":2.4000,"publicationDate":"2022-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing for Higher Education","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/08841241.2022.2089941","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
ABSTRACT
This paper addresses how market orientation (MO) is conceptualised in the higher education (HE) literature. A search of major research databases with multiple keywords was performed to identify relevant peer-reviewed articles over twenty years. Five categories of literature conceptualising MO in an HE context are delineated. The paper concludes that a conceptualisation of MO in an HE setting needs to reflect the cultural and behavioural perspectives, a comprehensive stakeholder perspective and reflect the evolution that has taken place in the concept. Finally, this conceptualisation must reflect the complexities of MO in the HE sector. The paper offers guidance for an evidence-based assessment and application of MO in HE settings. This review of the literature can serve as a roadmap for academics and help stimulate further interest.
期刊介绍：
The Journal of Marketing for Higher Education is a well-established, double-blind peer reviewed, international journal that publishes original research and review articles. It has been publishing articles on higher education marketing since 1988 and is international in outlook with a readership and papers from across the world. The Journal of Marketing for Higher Education is a multi-disciplinary journal and welcomes papers from all the major disciplines that connect with the marketing of higher education.
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