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Modelling Market Orientation: An Application in the Education Sector

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Abstract:

This paper defines market orientation following a critique of existing literature. It then operationalises this definition via a model containing three behavioural elements (customer orientation, employee orientation, and organisational co-ordination) linked to a long term survival requirement.

The model is tested in the context of the development of market orientation in the further education sector (in which professional - rather than commercial - values have tended to dominate). This sector is characterised by dynamic change in both its social/demographic and economic circumstances as well as the impact of government policy initiatives - especially the Education Reform Act of 1988 and Local Management of Colleges.

The empirical focus of the paper is on three large FE Colleges in the English Midlands. It provides evidence to support the operationalisation of the definition of market orientation in the context of the management of change.

Keywords: CUSTOMER ORIENTATION; FURTHER EDUCATION; INTERNAL MARKETING; MARKET ORIENTATION; MODELLING

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725798784959453

Publication date: May 1, 1998

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