Coding references to components of MO
| Components with most coding references | Coding references* | Components with least coding references | Coding references |
|---|---|---|---|
| Student orientation | 269 | Employer orientation | 61 |
| Employee orientation | 202 | Competitor/Collaboration | 88 |
| Stakeholder orientation | 287 | Parent orientation | 0 |
| Sustainable innovation/research | 302 | Resource orientation | 108 |
| Environment orientation | 32 | ||
| Societal orientation | 112 | ||
| Inter-functional coordination | 68 |
A conceptualisation of market orientation for HEIs
| Components | Description of the component | Sample Supporting literature |
|---|---|---|
| Student orientation | A culture and behaviours aimed at understanding and continuing to satisfy the needs of students, including in the co-creation of value, while preserving their long-term welfare. | Abou-Warda, 2014; Alnawas, 2015; Rivera-Camino and Molero Ayala, 2009. |
| Employee orientation | A culture and behaviours aimed at understanding and continuing to satisfy the needs of employees (inclusive of teaching and research faculty and non-faculty) in the service of stakeholders. | Abou-Warda, 2014; Alnawas, 2015; Pavičić et al., 2009; Rivera-Camino and Molero Ayala, 2009. |
| Employer orientation | A culture and behaviours aimed at understanding and continuing to satisfy the needs of graduate employers. | Abou-Warda, 2014; Hammond and Webster, 2014; Hammond et al., 2006. |
| Competitor/Collaboration orientation | A culture and behaviours aimed at understanding and competitively responding and or collaborating with other HEIs to better serve stakeholders. | Abou-Warda, 2014; Llonch et al., 2016; Rivera-Camino and Molero Ayala, 2010. |
| Parent orientation | A culture and behaviours aimed at understanding and continuing to satisfy the needs of students’ parents. | Hammond and Webster, 2014; Hammond et al., 2006; Pavičić et al., 2009. |
| Resource orientation | A culture and behaviours aimed at understanding and continuing to satisfy the needs of those who provide sources of funding inclusive of governments and other donors. | Llonch et al., 2016; Rivera-Camino and Molero Ayala, 2010. |
| Stakeholder orientation | A culture and behaviours aimed at understanding and continuing to satisfy the needs of other relevant stakeholder communities including in the co-creation of value (with media, alumni, potential students, educational institutions etc.). | Abou-Warda, 2014; Alnawas, 2015; Llonch et al., 2016; Pavičić et al., 2009; Rivera-Camino and Molero Ayala, 2010; Rosi at al., 2018. |
| Inter-functional coordination | A culture and behaviours aimed at co-ordination and integration across the HEI in responding to stakeholder needs. | Abou-Warda, 2014; Llonch et al., 2016; Rivera-Camino and Molero Ayala, 2010. |
| Sustainable innovation orientation | A culture and behaviours aimed at the development of sustainable products, processes, services and technologies inclusive of research and innovation. | Abou-Warda, 2014. |
| Environment orientation | A culture and behaviours aimed at understanding and adapting to changes in the external environment including the higher education environment. | Llonch et al., 2016; Rivera-Camino and Molero Ayala, 2010; Rosi at al., 2018. |
| Societal orientation | A culture and behaviours aimed at understanding and contributing to the sustainability and well-being of society. | Abou-Warda, 2014; Flavián and Lozano, 2006; Pavičić et al., 2009. |
Coding references as a percentage of the strategic plans for HEI 1 and for all HEIs
| Components of MO | HEI 1 | Total % for all HEIs | ||
|---|---|---|---|---|
| % | Total % | % | Total % | |
| Student orientation | 6.18% | 5.37% | ||
| Student orientation - Careers | 0% | 1.28% | ||
| Student orientation - Co-creation of value | 1.12% | 3.39% | ||
| Student orientation - International | 2.25% | 1.6% | ||
| Student orientation - Internationalising | 3.37% | 2.18% | ||
| Student orientation - Welfare | 4.49% | 3.39% | ||
| Sub-Total | 17.41% | 17.21% | ||
| Employee orientation | 5.06% | 5.63% | ||
| Employee orientation - Non-faculty | 8.43% | 1.92% | ||
| Employee orientation - Research | 0.56% | 2.24% | ||
| Employee orientation - Teaching | 7.87% | 3.13% | ||
| Sub-Total | 21.92% | 12.92% | ||
| Employer orientation | 1.69% | 3.9% | ||
| Competitor orientation | 2.81% | 2.5% | ||
| Competitor orientation - Collaboration | 1.12% | 3.13% | ||
| Sub-Total | 3.93% | 5.63% | ||
| Parent Orientation | 0% | 0% | ||
| Resource orientation | 0.56% | 3.26% | ||
| Resource orientation - Govt | 1.69% | 1.15% | ||
| Resource orientation - Non Govt | 1.69% | 2.5% | ||
| Sub-Total | 3.94% | 6.91% | ||
| Stakeholder orientation | 3.37% | 6.4% | ||
| Stakeholder orientation - Alumni | 1.69% | 1.54% | ||
| Stakeholder orientation - Communities | 2.25% | 2.43% | ||
| Stakeholder orientation - Media and External Communications | 1.69% | 2.18% | ||
| Stakeholder orientation - Potential students | 0.56% | 3.26% | ||
| Stakeholder orientation - Regional | 0.56% | 4.73% | ||
| Sub-Total | 10.12% | 20.54% | ||
| Environment orientation | 5.62% | 2.05% | ||
| Societal orientation | 4.49% | 5.5% | ||
| Societal orientation - Cultural | 0% | 1.66% | ||
| Sub-Total | 4.49% | 7.16% | ||
| Inter-functional coordination | 3.37% | 4.35% | ||
| Sustainable innovation/research orientation | ||||
| Sustainable innovation/research orientation - Innovation | 6.74% | 7.81% | ||
| Sustainable innovation/research orientation - Research | 15.73% | 9.21% | ||
| Sustainable innovation/research orientation - Sustainable | 5.06% | 2.3% | ||
| Sub-Total | 27.53% | 19.32% | ||
| 100% | 100% | 100% | 100% | |
Coding references as a percentage of the strategic plans for HEI 3 and 5
| Components of MO | University - HEI 3 | IoT - HEI 5 | ||
|---|---|---|---|---|
| % | Total % | % | Total % | |
| Student orientation | 5.70% | 4.21% | ||
| Student orientation - Careers | 1.14% | 2.25% | ||
| Student orientation - Co-creation of value | 3.42% | 5.62% | ||
| Student orientation - International | 1.42% | 0.56% | ||
| Student orientation - Internationalising | 3.42% | 1.40% | ||
| Student orientation - Welfare | 2.56% | 3.93% | ||
| Sub-Total | 17.66% | 17.97% | ||
| Employee orientation | 5.98% | 6.18% | ||
| Employee orientation - Non-faculty | 0.28% | 2.25% | ||
| Employee orientation - Research | 3.13% | 3.37% | ||
| Employee orientation - Teaching | 2.56% | 1.97% | ||
| Sub-Total | 11.95% | 13.77% | ||
| Employer orientation | 1.42% | 6.74% | ||
| Competitor orientation | 4.56% | 1.12% | ||
| Competitor orientation - Collaboration | 4.84% | 2.53% | ||
| Sub-Total | 9.40% | 3.65% | ||
| Parent Orientation | 0% | 0% | ||
| Resource orientation | 5.13% | 1.69% | ||
| Resource orientation - Govt | 1.99% | 0% | ||
| Resource orientation - Non Govt | 3.13% | 0.56% | ||
| Sub-Total | 10.25% | 2.25% | ||
| Stakeholder orientation | 3.70% | 9.27% | ||
| Stakeholder orientation - Alumni | 0.85% | 2.25% | ||
| Stakeholder orientation - Communities | 1.71% | 3.37% | ||
| Stakeholder orientation - Media and External Communications | 1.14% | 5.34% | ||
| Stakeholder orientation - Potential students | 1.99% | 4.78% | ||
| Stakeholder orientation - Regional | 1.71% | 7.30% | ||
| Sub-Total | 11.10% | 32.31% | ||
| Environment orientation | 2.28% | 0.56% | ||
| Societal orientation | 9.69% | 3.37% | ||
| Societal orientation - Cultural | 2.28% | 1.69% | ||
| Sub-Total | 11.97% | 5.06% | ||
| Inter-functional coordination | 8.26% | 3.65% | ||
| Sustainable innovation/research orientation | ||||
| Sustainable innovation/research orientation - Innovation | 7.69% | 7.30% | ||
| Sustainable innovation/research orientation - Research | 6.55% | 5.06% | ||
| Sustainable innovation/research orientation - Sustainable | 1.42% | 1.69% | ||
| Sub-Total | 15.66% | 14.05% | ||
| 100% | 100% | 100% | 100% | |
Coding references to sub-components of MO
| Sub-components with the most coding references | Sub-components with the least coding references | ||
|---|---|---|---|
| Student orientation | |||
| Co-creation of value | 53 | International | 25 |
| Welfare | 53 | Internationalising | 34 |
| Careers | 20 | ||
| Employee orientation | |||
| Teaching | 49 | Non-faculty | 30 |
| Research | 35 | ||
| Stakeholder orientation | |||
| Potential students | 48 | Alumni | 24 |
| Regional | 58 | Communities | 37 |
| Media and External Communications | 28 | ||
| Sustainable innovation/research orientation | |||
| Innovation | 122 | Sustainable | 36 |
| Research | 144 | ||
Components and sub-components of the MO of a HEI
| Student orientation |
| Student orientation - Careers |
| Student orientation - Co-creation of value |
| Student orientation - International |
| Student orientation - Internationalising |
| Student orientation - Welfare |
| Employee orientation |
| Employee orientation - Non-faculty |
| Employee orientation - Research |
| Employee orientation - Teaching |
| Employer orientation |
| Competitor/Collaboration orientation |
| Competitor orientation - Collaboration |
| Parent Orientation |
| Resource orientation |
| Resource orientation – Government |
| Resource orientation - Non-Government |
| Stakeholder orientation |
| Stakeholder orientation - Alumni |
| Stakeholder orientation - Communities |
| Stakeholder orientation - Media and External Communications |
| Stakeholder orientation - Potential students |
| Stakeholder orientation - Regional |
| Environment orientation |
| Societal orientation |
| Societal orientation - Cultural |
| Inter-functional coordination |
| Sustainable innovation/research orientation |
| Sustainable innovation/research orientation - Innovation |
| Sustainable innovation/research orientation - Research |
| Sustainable innovation/research orientation - Sustainable |
Profile of HEI Sample
| Name | Type | Location | Size* | Strategic Plan Period |
|---|---|---|---|---|
| HEI 1 | University | Urban – Regional | 1 | 2017-22 |
| HEI 2 | University | Urban | 1 | 2020-24 |
| HEI 3 | University | Urban | 1 | 2017-22 |
| HEI 4 | IoT | Urban – Regional | 2 | 2018-23 |
| HEI 5 | IoT | Regional | 2 | 2017-22 |
| HEI 6 | IoT | Regional | 2 | 2017-21 |
Coding references as a percentage of the strategic plans for each HEI type*
| Components of MO | Universities | IoTs |
|---|---|---|
| Total % | Total % | |
| Student orientation | 17.22% | 17.21% |
| Employee orientation | 14.21% | 11.48% |
| Employer orientation | 2.53% | 5.46% |
| Competitor/Collaboration orientation | 6.86% | 4.23% |
| Parent orientation | 0% | 0% |
| Resource orientation | 8.54% | 5.05% |
| Stakeholder orientation | 14.2% | 27.73% |
| Environment orientation | 2.77% | 1.23% |
| Societal orientation | 7.7% | 6.56% |
| Inter-functional coordination | 5.29% | 3.28% |
| Sustainable innovation/research orientation | 20.7% | 17.76% |
| 100% | 100% |