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Universities Need a Market Orientation to Attract Non-Traditional Stakeholders as New Financing Sources

Author

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  • Emerson Mainardes

    ()

  • Mário Raposo

    ()

  • Helena Alves

    ()

Abstract

Reflecting the level of priority currently attributed to public university financing in ongoing discussions, the objective of this article is to debate alternative forms of attracting resources from stakeholders not normally associated with the financing of public universities. We begin by detailing sources of university financing as it slowly migrates from the public sector to the market. After we move on to describe the main public university stakeholders and the respective relationships between the parties. Finally, our discussion focuses on different means and alternatives ways, to finance public universities through use of non-traditional stakeholders giving some examples. In conclusions we find that despite university managers normally being aware of such entities, the other internal university actors show a lack of pro-activeness regarding the opportunities presented by different stakeholders. So the public universities need to actively engage with the marketplace, and this reality can be achieved if at internal level they are assigned priorities for the relationships with these new stakeholders. Copyright Springer Science+Business Media New York 2014

Suggested Citation

  • Emerson Mainardes & Mário Raposo & Helena Alves, 2014. "Universities Need a Market Orientation to Attract Non-Traditional Stakeholders as New Financing Sources," Public Organization Review, Springer, vol. 14(2), pages 159-171, June.
  • Handle: RePEc:kap:porgrv:v:14:y:2014:i:2:p:159-171
    DOI: 10.1007/s11115-012-0211-x
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    File URL: http://hdl.handle.net/10.1007/s11115-012-0211-x
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    References listed on IDEAS

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    1. Teresa Garcia Valderrama & Rosario Del Rio Sanchez, 2006. "Development and Implementation of a University Costing Model," Public Money & Management, Taylor & Francis Journals, vol. 26(4), pages 251-255, September.
    2. W. B. Liu & Z. L. Cheng & J. Mingers & L. Qi & W. Meng, 2010. "The 3E methodology for developing performance indicators for public sector organizations," Public Money & Management, Taylor & Francis Journals, vol. 30(5), pages 305-312, September.
    3. Jeannine Horowitz Gassol, 2005. "The effect of university culture and stakeholders' perceptions on university-business linking activities," Economics Working Papers 826, Department of Economics and Business, Universitat Pompeu Fabra.
    4. Peter Hines & Sarah Lethbridge, 2008. "New Development: Creating a Lean University," Public Money & Management, Taylor & Francis Journals, vol. 28(1), pages 53-56, February.
    5. Peter Hines & Sarah Lethbridge, 2008. "New Development: Creating a Lean University," Public Money & Management, Chartered Institute of Public Finance and Accountancy, vol. 28(1), pages 53-56, February.
    6. Teresa Garcia Valderrama & Rosario Del Rio Sanchez, 2006. "Development and Implementation of a University Costing Model," Public Money & Management, Chartered Institute of Public Finance and Accountancy, vol. 26(4), pages 251-255, September.
    7. Paul O’Hare & Jon Coaffee & Marian Hawkesworth, 2010. "Managing sensitive relations in co-produced planning research," Public Money & Management, Taylor & Francis Journals, vol. 30(4), pages 243-250, July.
    8. Stephen Hicks, 2010. "Analysis of the cash flow of United Kingdom universities," Public Money & Management, Taylor & Francis Journals, vol. 30(4), pages 251-256, July.
    9. Francis Coxhead & Janet Grauberg & Paul Joyce & Colin Knox & Tanya Lawes & Andrew Massey, 2010. "New development: Adapting university education for changing expectations of public services leaders and managers—guidance for designing and delivering MPAs," Public Money & Management, Taylor & Francis Journals, vol. 30(3), pages 138-142, May.
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    Cited by:

    1. Emerson Wagner Mainardes & Alexandre Santos Cerqueira, 2016. "Measuring the Internal-Market Orientation in the Public Sector," Public Organization Review, Springer, vol. 16(2), pages 179-197, June.
    2. repec:hur:ijarbs:v:7:y:2017:i:4:p:419-436 is not listed on IDEAS
    3. Gregory B. Murphy & Neil Tocher & Bryant Ward, 2016. "An Examination of Public Private Academic Partnerships: Does Program Success Enhance University Performance Outcomes?," Public Organization Review, Springer, vol. 16(1), pages 95-115, March.
    4. Gustavo Borges & Maria José Domingues & Rita de Cássia Cordeiro, 2016. "Student’s trust in the university: analyzing differences between public and private higher education institutions in Brazil," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(2), pages 119-135, July.

    More about this item

    Keywords

    Stakeholder; Public university; Financing opportunities; Market orientation; H5; H52; I2; I23;

    JEL classification:

    • H5 - Public Economics - - National Government Expenditures and Related Policies
    • H52 - Public Economics - - National Government Expenditures and Related Policies - - - Government Expenditures and Education
    • I2 - Health, Education, and Welfare - - Education
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

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