| Abstract: | ABSTRACT Colleges appear to be more eager and willing than ever to adopt a market orientation given declining enrollments and the downsizing that many are experiencing. Yet, the factors which foster and produce a market orientation have not been well defined in previous research. This study examines three antecedents of the market orientation within the context of higher education: institution size (student enrollment), source of funding (public/private), and institutional innovativeness. While the findings indicate that all three have some effect on adoption of a marketing orientation, innovativeness overwhelmingly plays the largest role. The implications for administrators as well as directions for future research are discussed. |
