This paper aims at developing a set of items attempting to operationalize the stakeholder orientation for\r\nhigher education institutions. Stakeholder orientation is viewed as a more relevant framework for\r\nunderstanding and managing the external pressures exerted on universities. We hence break off with\r\nthe market orientation framework which has been suggested in previous literature. The paper is based\r\non a literature review on stakeholder orientation and market orientation. Its main outcome is that we\r\nadd to the scattered literature on stakeholders in higher education, what can be seen as a departing\r\npoint for the adoption of stakeholder orientation in higher education. The originality of my contribution\r\nstands through three points: (1) while a few authors have used the market orientation framework to\r\nstudy changes in higher education, this paper relies on the stakeholder theory to show that stakeholder\r\norientation is more relevant for this sector because it encompasses the market orientation dimensions,\r\nand fits to the peculiarities of the above sector. (2) Based on an extensive literature review, the paper\r\nmakes first paces in suggesting items for the dimensions of stakeholder orientation in higher\r\neducation. (3) Going beyond competition, I find ââ?¬Å?collaborationââ?¬Â as an important dimension which was\r\nmissing in previous strategic analysis of the higher education sector.
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