Measuring Market Orientation in Demonstration High Schools in China

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Abstract

Market orientation is highly relevant to Chinese demonstration high schools since they aim to achieve school success. Previous studies have shown a positive link between market orientation and school performance. Illustrating how they respond to market forces and engage in market orientation dimensions, this paper aimed to measure market orientation in the four case study schools that were selected from different geographical regions in China. The study adopted a quantitative method, including the completion of a school staff survey (of 687).

The findings showed that the schools are market-oriented to various levels. This correlated with the perceived organisational performance of each school. The findings indicated applicability beyond demonstration high schools in China and provided a meaningful pathway to future research.

Authors

• Deyun Yang, Harbin Normal University

• Lawrence George Drysdale, University of Melbourne

• David M. Gurr, University of Melbourne