Market Orientation, Top Management Emphasis, and Performance Within University Schools of Business: Implications for Universities

Abstract

Narver and Slater's (1990) "market orientation" scale and Jaworski and Kohli's (1993) "management emphasis on market orientation" and "overall performance" scales were reworded for application to university schools of business. The variables were measured for three "markets" (students, parents of students, and employers of graduates). Specifically, the study investigates (1) the reliability and validity of the scales; (2) levels of market orientation, management emphasis on market orientation, and overall performance; (3) correlation between top management emphasis and market orientation; and (4) correlation between market orientation and performance. Results support the construct of the scales and confirm the applicability of market orientation to higher education.