Market Orientation in the UK Higher Education Sector: the influence of the education reform process 1979‐1993

Abstract

Since 1979 the Conservative government has attempted to increase efficiency and customer satisfaction in all areas of the Public Sector by introducing market‐orientated reforms. Higher education has been different in that this process has been associated with rapid expansion. This paper examines the nature of this reform process and argues that rather than it leading to institutions which have a marketing orientation it has in fact led to institutions developing a selling orientation. Having reached this conclusion changes which would be needed in order to develop a marketing orientation are considered.