Topic: The topic investigates the degree of market orientation in a random sample of Australian schools. The topic shows how there is link between market orientation and the school performance. 

The study builds on previous research conducted in Australia that attempts to measure market orientation in schools.

Background

Market orientation has been investigated in for-profit and not-for-profit organisations in many countries around the world. Market orientation is defined as an orientation to the market which has a focus on the customer.  The research shows that there is a positive link between market orientation and organisational performance. Despite these findings there is little research on the relationship between market orientation and school performance.

Relevance of study

The concept of marketing and market orientation is highly relevant to schools mainly because of the competition between private and government schools for students and resources. This is particularly the case in Australia where there is intense competition between schools within schools systems and between school systems. Marketing is now becoming more relevant in other industrialised countries because of the need to enhance the reputation of schools, attract students and resources, and attempt to understand the needs and aspirations of the various stakeholders. There is also a necessity for schools to better communicate and explain their agenda to their various publics.

Current research

There is little research into this phenomenon in schools exists. Within Australia there are two reported studies (Drysdale, 2002 and Homes, 1998). Both studies used qualitative methods based on case studies. This is the first identified attempt to measure market orientation in schools using quantitative methods. The authors have modified and updated an instrument widely used in business. The original instrument was found to be not suitable for measuring market orientation in schools because of the language and assumptions behind the instrument. The authors have tested the new instrument in a number of settings and are currently revising the instrument. The study also attempts to evaluate an instrument that will measure market orientation in schools.

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