IDEAS home Printed from https://ideas.repec.org/a/ora/journl/v1y2013i2p653-663.html
   My bibliography  Save this article

Mission Statements In Higher Education: Context Analysis And Research Agenda

Author

Listed:
  • Gordan Camelia

    () (Babes-Bolyai University, Faculty of Economics and Business Administration,)

  • Pop Marius Dorel

    () (Babes-Bolyai University, Faculty of Economics and Business Administration,)

Abstract

The purpose of this paper is to discuss the main issues that deal with higher education institutionsâ€(tm) mission statements, from a marketing perspective. It has long been argued in the literature that missions represent the foundation upon which institutions build their strategic plans, and that they should be the first step any institution takes before designing its strategy. Based on a review of the most recent literature in the field, the paper explains why missions appear as a relevant tool for the activity of higher education institutions, and provides insights into the way in which these institutions should engage in mission development. The main problems sorrounding the development and implementation of missions are also discussed, with emphasis on their contribution in providing educational institutions with a clear direction when faced with the changing environment. Furthermore, given the fact that some authors argue the ineffectiveness of mission statements, the paper sets to establish whether they should still be given the same importance within higher education institutions, or should they be cast aside. Considering the contribution of higher education to society, we also discuss the topic of universitiesâ€(tm) third mission, service to society, which is beginning to be more and more embraced and implemented by higher education institutions. Throughout the paper, we argue that missions hold a significant role, and that is to provide universities with a course of action, and to guide them towards fulfilling their purpose within society. The authors complete the discussion by suggesting a number of research directions in the final sections of the paper, that show a large potential both for helping educational managers to improve their institutionsâ€(tm) activity, and for building richer theories of marketing management.

Suggested Citation

  • Gordan Camelia & Pop Marius Dorel, 2013. "Mission Statements In Higher Education: Context Analysis And Research Agenda," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(2), pages 653-663, December.
  • Handle: RePEc:ora:journl:v:1:y:2013:i:2:p:653-663
    as

    Download full text from publisher

    File URL: http://anale.steconomiceuoradea.ro/volume/2013/n2/064.pdf
    Download Restriction: no

    References listed on IDEAS

    as
    1. Sidhu, Jatinder, 2003. "Mission Statements:: Is it Time to Shelve Them?," European Management Journal, Elsevier, vol. 21(4), pages 439-446, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. repec:spr:jknowl:v:9:y:2018:i:1:d:10.1007_s13132-015-0343-7 is not listed on IDEAS

    More about this item

    Keywords

    higher education; mission statements; mission development; education marketing; strategy; education management;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ora:journl:v:1:y:2013:i:2:p:653-663. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Catalin ZMOLE). General contact details of provider: http://edirc.repec.org/data/feoraro.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.