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.

Network 26: A deep understanding of market orientation and the level of market orientation of a school in comparison with the region as a whole will assist school leaders in determining the school policy and strategic planning of which direction the school should take.  The principles of market orientation will allow a school to map out its strengths and weaknesses in five different categories: customer orientation, competitor orientation, inter-functional coordination, long-term-growth focus, and market intelligence.  Understanding the school’s current level of market orientation will give valuable insight to principals in decision making of the school’s market strategy.

Network 11: Research shows that adopting market orientation principles will enhance innovation.  A deep understanding of the principles of market orientation and implementing a high level of market orientation will boost the innovation and improvement in schools, by allowing them to strengthen their internal coordination and be aware of competitor strategies.

Research Questions:

To what extent are schools in the sample market oriented?

Is there are connection between the degree of market orientation and the schools performance as measured by student results?

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.  Past research shows that there is a positive link between market orientation and organisational performance; and also that adopting market orientation principles will enhance the magnitude and effectiveness of innovation activities. Despite these findings there is little research on the relationship between market orientation and school performance.

Relevance of study

Internationally, 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.  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.

Current research

There is little research into this phenomenon in schools worldwide. 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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