[Download] "Market Orientation and Professionalism in Higher Education (Report)" by Academy of Educational Leadership Journal # eBook PDF Kindle ePub Free

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eBook details

• Title: Market Orientation and Professionalism in Higher Education (Report)
• Author : Academy of Educational Leadership Journal
• Release Date : January 01, 2009
• Genre: Education,Books,Professional & Technical,
• Pages : * pages
• Size : 226 KB

Description

INTRODUCTION Environmental changes are creating pressure for institutions of higher education in America and around the world. Cuts in government funding and increased competition require universities to consider their markets and competitive environments further. A logical response by universities is to adopt a market or customer oriented approach that focuses primarily on students to improve the customer--service provider relationship. The goal of market oriented organizations is to satisfy customers by coordinating activities around their needs (Levitt, 1960; Boyd & Walker, 1990). A market orientation reflects an organization's culture, shared values, and beliefs about putting the customer first (Desphande, 1999). Furthermore, a market orientation can be a source of competitive advantage if it produces value for customers and is difficult to imitate (Slater & Narver, 2000). Consequently, organizations that implement a customer focused strategy typically enjoy improved performance (Narver & Slater, 1990; Hult, Ketchen & Slater, 2005).

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