Reframing market-orientation: A comparative study of the market orientation concept in the subcultures of university employees

Abstract In a higher education institution, perceptions and values are split due to the emergence of subcultures, market orientation is into competitive, customer (student) interfunctional orientation. This study seeks shed light on concept in this context through comparison subcultures institution Hungary consider avenues for potential best practice. Through mixed method approach, identified found exhibit combination overlapping disparate market-oriented perceptions. Market be continuum affected by an array latent variables, such as level support (institutional collegial), attitudes performance appraisal extent external focus. Management must tailor initial message strategy shared at organizational level, then adjust incentives each subculture. way, management can create atmosphere cohesion, whilst addressing diversity subcultures.