Market orientation, innovativeness and performance in e-learning programme of Sri Lankan universities

S Vaikunthavasan,S M A K Samarakoon

doi:10.4038/kjm.v4i1.7490

Abstract

The purpose of the study is to explore the market orientation, innovativeness and performance of the government Universities in Sri Lanka. Sri Lankan Universities were the unit of analysis. Data for this study were collected from the faculty heads or coordinators of Higher education programmes in government Universities in Sri Lanka. Convenient sampling method was adopted, structured questionnaires were issued directly and sent through the mail to collect data and one hundred and fourteen respondents were gathered in this study. The MARKOR was used to measure the Market Orientation. Correlation and regression analysis were used in order to identify the association among market Orientation, innovativeness and performance. Three market orientation measures included intelligence generation; intelligence dissemination and responsiveness to intelligence were used to investigate their relationships with Innovativeness and performance. All three measures were found to be statistically significant and positively related to the Innovativeness and performance of the course programmes Universities in Sri Lanka. Based on the studies, the Universities were suggested to follow proper market oriented strategy in higher education system, it will lead to optimum performance achievement. The Kelaniya Journal of Management, Vol. 4(1); 2015: 90-115

Highlights

Background of theStudy ‘Market orientation has been characterized as a culture of the organization that requires customer satisfaction be put at the center of business operations and produces superior value for customers and outstanding performance for the firm’ (Ihinmoyan & Akinyele 2010)
Validity of Scales As can be seen in the table above and KMO and Bartlett’s test of spherity indicated the significant of validity regarding the variable as the significant value is 0.000
The correlation is high significant at the 0.01 level, the adjusted R2value is 0.580 of intelligence generation and performance. this indicates that the 58 % (p

Summary

Introduction

Study ‘Market orientation has been characterized as a culture of the organization that requires customer satisfaction be put at the center of business operations and produces superior value for customers and outstanding performance for the firm’ (Ihinmoyan & Akinyele 2010). Higher education is in the leadership position with the use of information and communications technology (ICT) in support of learning, teaching, research and administration in world Universities. In worldwide higher education creates a better learning environment for all learners, wherever and they study. Its vision is of a world where learners, teachers, researchers and wider institutional stakeholders use technology to enhance the overall educational experience by improving flexibility and creativity and by encouraging comprehensive and diverse personal high-quality learning, teaching and research. ‘Study from an innovation adoption perspective investigates Chinese students' intentions for taking up e-learning degrees in higher education’ (Duan et al 2010).

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Conclusion