“…Competition has increased, and it has become more difficult to sustain and keep up on a global scale with numerous players and different HE providers (Czinkota and Pinkwart, 2012; Jamshidi et al, 2012). As a consequence, HEIs are also finding themselves struggling for resources (Gjerding et al, 2006), with shrinking governmental support (Bowen, 2012; Breneman, 2011; Gjerding et al, 2006; Sheets et al, 2012) on the one hand and, on the other, an increase in costs (Bowen, 2012). In turn, an ongoing trend of market orientation can be observed (Bowen, 2012; Breneman, 2011; Gjerding et al, 2006; Sheets et al, 2012; Thomas and Cornuel, 2012).…”