A Review of Market Orientation Practices for Selected Public Carnegie High Research Activity Institutions
Front Cover
Carina Niedermier Beck
ProQuest, 2007 - 254 pages
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While many authors (Washburn, 2005; Newman, Couturier, Scurry, 2004; Kirp, 2004; Bok, 2003; Wolff and Bryan, 1999) have written about their belief that American higher education is moving toward a market orientation, limited studies have been published citing the actual practice or success/failure of an institution(s) demonstrating market orientation qualities. The purpose of this study was to determine if two selected public Carnegie High Research Activity institutions were utilizing market orientation practices (Jaworksi and Kohli, 1993; Narver and Slater, 2000) as evidenced in their organizational culture, to enhance undergraduate recruitment and retention strategies.
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We are doing a detailed study of market orientation concept by reviewing 19 papers on the topic in detail.
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