Abstract
Higher education in Saudi Arabia witnesses unprecedented evolution in number of students, faculty members and institutions. Although, the government of Saudi Arabia invest noticeable amount of its resources to develop an international standards education in the country, the outputs of education system are not fitting with different stakeholders’ demand. That manifested, for example, in high rate of unemployment among degree holders, unbalance of students number in different disciplines and lack of research alignment with society needs. Market orientation as operationalization of marketing concept seen as vital practice that influences organizations profitability and stability through satisfying its stakeholders. Higher education institutions in Saudi Arabia could benefit of market orientation to improve their ability to fill the gap between their output and market demand. The purpose of this research is to review and synthesize the literature on market orientation in the context of higher education to build a model that include internal and external market orientation in the context of higher education in Saudi Arabia. In addition, this study will Use a synthesized approach to the most significant perspectives of market orientation, namely behavioral and cultural perspectives. Behavioral perspective of market orientation implicitly embedded in internal and external sub-constructs of this study. This review hypothesized that employee orientation affect the external element of market orientation namely, student orientation, employer of graduates orientation and competitor orientation with inter-functional coordination. In addition, the study hypothesize direct positive influence of market orientation on higher education institutions’ perceived performance. Moreover, the study hypnotized that innovation mediate the relationship between market orientation and performance. Finally, four aspect of perceived performance of Higher education institution considered as dependent variables
ABDULLAH MOHAMMED M ALGARNI, NORAINI ABU TALIB. (2014) A Framework of Measuring the impact of Market Orientation on the outcome of Higher Education Institutions mediated by innovation, International Review of Management and Business Research, Volume 3, Issue 2.
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