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The Antecedents of the Market Orientation in Higher Education

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  • D. J. Wasmer
  • Gordon C. Bruner

Abstract

Colleges appear to be more eager and willing than ever to adopt a market orientation given declining enrollments and the downsizing that many are experiencing. Yet, the factors which foster and produce a market orientation have not been well defined in previous research. This study examines three antecedents of the market orientation within the context of higher education: institution size (student enrollment), source of funding (public/private), and institutional innovativeness. While the findings indicate that all three have some effect on adoption of a marketing orientation, innovativeness overwhelmingly plays the largest role. The implications for administrators as well as directions for future research are discussed.

Suggested Citation

  • D. J. Wasmer & Gordon C. Bruner, 1998. "The Antecedents of the Market Orientation in Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 9(2), pages 93-105, December.
    • Handle: RePEc:taf:jmkthe:v:9:y:1998:i:2:p:93-105
    DOI: 10.1300/J050v09n02_06
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