Market orientation of business schools: a development opportunity for the business model of University Business Schools in transition countries

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dc.contributor.authorRosi, Maja
dc.contributor.authorTuček, David
dc.contributor.authorPotočan, Vojko
dc.contributor.authorJurše, Milan
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2018-12-06
dc.date.accessioned2018-12-17T09:31:47Z
dc.date.available2018-12-17T09:31:47Z
dc.description.abstractThe adoption of market orientation practices at the Higher Education Institutions is a rising trend, since the challenges of changing the global higher education environment raise a growing issue for meeting the needs of the global market. Developing an appropriate strategy to cope with all of the requirements of the global education market changes and competitive pressures is especially challenging for University Business Schools in transition countries. The paper is based upon an identification of a variety of theoretical perspectives about the global education market, its trends and influences on those schools in the aspects of market orientation. Conceptual framework analysis was used to characterise the market orientation of Business Schools as an opportunity for the strategic business model of University Business Schools in transition countries. Key factors and indicators for understanding their environment were identified, structured and categorised within a theoretical framework. These factors reflect the evolving context of reformation of the existing business model of University Business Schools in transition countries in a comprehensive way, since the framework outlines the complexity of their adaptation, considering the linkages and dependencies of all the crucial global external in internal environment trends and aspects. The authors suggest that, in order to align their business model more adequately to the global market needs and develop a sustainable competitive position, University Business Schools from transition countries have to follow the market orientation principles, taking into account also the limitations and challenges from a wider social and institutional environment.en
dc.formattext
dc.format.extent20 strancs
dc.identifier.doi10.15240/tul/001/2018-4-012
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/124753
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectbusiness educationen
dc.subjecteducation qualityen
dc.subjectmarket orientation and developmenten
dc.subjectbusiness schoolsen
dc.subjecttransition countriesen
dc.subject.classificationI24
dc.subject.classificationI25
dc.titleMarket orientation of business schools: a development opportunity for the business model of University Business Schools in transition countriesen
dc.typeArticleen
local.accessopen
local.citation.epage194
local.citation.spage175
local.facultyFaculty of Economics
local.filenameEM_4_2018_12
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue4
local.relation.volume21
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