FROM THE ORIENTATION OF MARKETING TO BUSINESS MODEL–A MORE ENTREPRENEURIAL UNIVERSITY

Mihaela Diaconu and Amalia Dutu
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Mihaela Diaconu: UNIVERSITY OF PITESTI, PITESTI, ROMANIA
Amalia Dutu: UNIVERSITY OF PITESTI, PITESTI, ROMANIA

Annals - Economy Series, 2014, vol. 5, 57-62

Abstract: In the actual situation of higher education market, characterized by intense competition and government underfunding, the university must find that approach by which to be competitive and sustainable. It is imperative for the university to identify that business model which can facilitate the implementation of an appropriate strategy by which it can be assured the value for both external customers (students, employers, society) and its own employees.The university should identify successful business models that allow it to constantly adapt to an increasingly dynamic. It is necessary to rigorously base the allocation of available resources and to properly capitalize especially the scientific research results to ensure competitiveness, in other words, to become more entrepreneurial.

Keywords: marketing orientation; business model; university more entrepreneurial; entrepreneurial culture; technological transfer (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:cbu:jrnlec:y:2014:v:5:p:57-62

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