Abstract
Abstract There is a link between market orientation (MO) and higher education institution (HEI) performance. However, conceptualisations of MO in a HEI context are limited in their development. A review of the literature provides a specific higher education conceptualisation. This conceptualisation is utilised to undertake a content analysis of the strategic plans of six HEIs in Ireland. The data can be interpreted as identifying the MO of the HEIs. Furthermore, the MO of different HEI types as well as individual HEIs was determined. This paper provides a conceptual framework to assess the MO of HEIs that can provide guidance on future actions to enhance performance.
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