Come on higher ed … get with the programme! A study of market orientation in international student recruitment

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Title Come on higher ed … get with the programme! A study of market orientation in international student recruitment
Author Ross, Mitchell; Grace, Debra Ann; Shao, Wei Diane
Journal Name Educational Review
Year Published 2013
Place of publication United Kingdom
Publisher Routledge
Abstract This paper investigates higher education (HE) student recruitment practices from the standpoint of market orientation. By adopting the well-established market orientation framework of Narver and Slater [1990, The effect of a market orientation on a business profitability. Journal of Marketing 54, no. 4: 20–35], we examine the extent to which individual market orientation components are reflected in the strategies adopted by international student recruitment (ISR) departments in Australian HE institutions and how these, in turn, influence ISR performance. The analysis of data collected from ISR practitioners, via online survey, suggests a number of important theoretical and practical implications and strong recommendations for further research in this area.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1080/00131911.2012.659656
Copyright Statement Copyright 2012 Taylor & Francis. This is an electronic version of an article published in Educational Review, Volume 65, Issue 2, 2013, Pages 219-240. Educational Review is available online at: http://www.tandfonline.com with the open URL of your article.
Volume 65
Issue Number 2
Page from 219
Page to 240
ISSN 0013-1911
Date Accessioned 2012-05-03
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/10072/46943
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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