(Montana State University - Bozeman, College of Education, Health & Human Development, 2007) Beck, Carina Niedermier; Chairperson, Graduate Committee: Larry J. Baker
While many authors (Washburn, 2005; Newman, Couturier, Scurry, 2004; Kirp, 2004; Bok, 2003; Wolff and Bryan, 1999) have written about their belief that American higher education is moving toward a market orientation, limited studies have been published citing the actual practice or success/failure of an institution(s) demonstrating market orientation qualities. The purpose of this study was to determine if two selected public Carnegie High Research Activity institutions were utilizing market orientation practices (Jaworksi and Kohli, 1993; Narver and Slater, 2000) as evidenced in their organizational culture, to enhance undergraduate recruitment and retention strategies. Through case study research design the research questions queried whether a market orientation was present or emerging at two public Carnegie High Research Activity Institutions.
