The Antecedents of the Market Orientation in Higher Education

D. J. Wasmer and Gordon C. Bruner

Journal of Marketing for Higher Education, 1998, vol. 9, issue 2, 93-105

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.

Date: 1998
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DOI: 10.1300/J050v09n02_06

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