Abstract
This paper examines the implementation of market-led strategies in Nigerian university management and its transformative impact on higher education institutions. In response to changing societal needs and economic demands, Nigerian universities are increasingly adopting market-led approaches to enhance their competitiveness, relevance, and sustainability. By embracing principles of market orientation, customer focus, and responsiveness to stakeholders, universities seek to improve student recruitment, academic program development, research commercialization, and industry collaboration. Through case studies and empirical analysis, this study assesses the implementation process, challenges, and outcomes of market-led strategies in Nigerian university management. The findings highlight the potential benefits of market orientation in enhancing institutional effectiveness, fostering innovation, and driving organizational change in higher education.
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