Market orientation, innovativeness and performance in e-learning programme of Sri Lankan universities

Abstract

The purpose of the study is to explore the market orientation, innovativeness and performance of the government Universities in Sri Lanka. Sri Lankan Universities were the unit of analysis. Data for this study were collected from the faculty heads or coordinators of Higher education programmmes in government Universities in SriLanka. Convenient sampling method was adopted, structured questionnaires were issued directly and sent through the mail to collect data and one hundred and fourteen respondents were gathered in this study. The MARKOR was used Research OverviewMarket orientation is a business strategy directed toward employing part of the organization to discover and better serve consumer needs at a profit. 'It implies optimal implementation of business activities and mechanisms that generate, disseminate, and respond to market intelligence pertaining to the consumer ' (Kohli, Jaworski & Kumar, 1993). The empirical results of research (Brettel , Oswald & Flatten 2012) indicate 'significant relationships between market orientations and market effectiveness and reveal significant interactions between each market orientation fact and the corresponding innovation focus, innovativeness, in turn positively influences business performance'. The quickly changing nature of the uses of technology for teaching and learning must be taken into consideration on e-learning. Sri Lanka higher education system conducts market oriented innovative e-learning study programmes to satisfy the student needs; this growing interest in the concept of market orientation shows that Universities with higher market oriented innovations will obtain better economic and commercial results. It is important to assess the market orientation, innovations leads performance outcome in the existing higher education programmes of the Selected Sri Lankan University. Background of the Study'Market orientation has been characterized as a culture of the organization that requires customer satisfaction be put at the center of business operations and therefore produces superior value for customers and outstanding performance for the firm' (Ihinmoyan & Akinyele 2010). 'By being market oriented, a firm can keep existing customers satisfied and loyal, attract new customers, accomplish the desired level of growth and market share and, consequently, achieve desirable levels of business performance' (Tsiotsou 2010).Kelaniya Journal of Management, Vol. 4 No. 1, January-June 2015,90-115 92 Higher education is in the leadership position with the use of information and communications technology (ICT) in support of learning, teaching, research and administration in world Universities. In worldwide higher education creates a better learning environment for all learners, wherever and however they study. Its vision is of a world where learners, teachers, researchers and wider institutional stakeholders use technology to enhance the overall educational experience by improving flexibility and creativity and by encouraging comprehensive and diverse pers...