Exploring the international student recruitment industry through the Strategic Orientation Performance Model

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Title Exploring the international student recruitment industry through the Strategic Orientation Performance Model
Author Ross, Mitchell; Grace, Debra Ann
Journal Name Journal of Marketing Management
Year Published 2012
Place of publication United Kingdom
Publisher Routledge
Abstract International education is an important, and expanding, global industry. However, much remains unknown about the international student recruitment (ISR) industry, its key variables, and its performance outcomes. This study addresses this lack of understanding by developing and empirically testing a conceptual model that investigates ISR performance indicators. The Strategic Orientation Performance (SOP) Model is proposed as an investigative framework. The model is a conceptual representation of the relationships proposed to exist between market orientation, learning orientation, innovativeness, perceived external market effects, and perceived organisational performance. The study adopted a quantitative methodology using a self-administered questionnaire delivered to ISR practitioners via e-mail. Analysis, via partial least squares (PLS), provided support for the SOP Model in the ISR context. The SOP Model extends previous orientation-performance models. Additionally, within a discordant body of market orientation literature, this study aligns with one of the dominant paradigms and, thereby, provides a strong impetus for further research. Furthermore, future research will benefit significantly through the use of the SOP Model as a solid foundation for further discovery in this important research domain.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1080/0267257X.2010.517709
Copyright Statement Copyright 2012 Westburn Publishers. Published by Taylor & Francis. This is an electronic version of an article published in the Journal of Marketing Management, Vol. 28(5-6), 2012, pp. 522-545. The Journal of Marketing Management is available online at: http://www.tandfonline.com with the open URL of your article.
Volume 28
Issue Number 5-6
Page from 522
Page to 545
ISSN 0267-257X
Date Accessioned 2011-11-17
Language en_US
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
URI http://hdl.handle.net/10072/46871
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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