Abstract
The objective of this thesis is to determine the existence of market orientation through the study of five Australian publicly funded Universities based in Queensland, New South Wales, Victoria and South Australia.
In this study, the MO and performance measurement results do not show a significant association. MO has not failed in Australian universities; rather, it seems that in this particular sector, these operational measures do not have the same influence as performance measures have in the private sector. This research indicated that there are complexities in determining and defining who is the true university customer. This thesis illustrates that there is a knowledge gap in the application of market orientation approaches in Australian universities.
In this study, the MO and performance measurement results do not show a significant association. MO has not failed in Australian universities; rather, it seems that in this particular sector, these operational measures do not have the same influence as performance measures have in the private sector. This research indicated that there are complexities in determining and defining who is the true university customer. This thesis illustrates that there is a knowledge gap in the application of market orientation approaches in Australian universities.
| Original language | English |
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| Qualification | Doctor of Business Administration |
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| Place of Publication | Australia |
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| Publication status | Published - 2022 |