Market orientation in universities: A comparative study of two national higher education systems

Purpose: the reported study tested (1) whether there are significant differences between the two countries, in terms of perceptions of market orientation (MO) in higher education (HE), (2) which MO dimensions (student; competition; intra-functional) indicate more positive attitudes and whether the differences are significant; and (3) the reliability of the instrument for using a larger sample of respondents internationally. Method: A comparative (online) survey of 68 academics in England and Israel has been conducted during the academic year of 2007. The MO questionnaire used comprises 32 factor items rated on a six-point scale, categorised using three headings: market (student-customer) orientation; competitor orientation; and inter-functional coordination. Findings: Overall, academics in both countries indicated that their HE institution is oriented towards meeting students’ needs and desires, and cares for students’ well-being, teaching and learning. In addition, our respondents alluded to their contribution to internal marketing, i.e., to the promotion of their university through their own work tasks and performances. Practical implications: The meeting of student needs, and a student centred approach can be an institutional mission, as well as a government drives initiative imposed on universities through the introduction of a market. Originality/value of paper: As MO frequently underpins the development and implementation of successful organisation-environment relationships, the current paper is a first attempt to trace the contextual determinants of this orientation by comparing its frequencies and elements in two different HE system.