The Effect of Market Orientation on Business Strategies of Lifelong Learning Institutes: From the Intellectual Perspective

Meiho University Institutional Repository > 研討會 > 2011 International Conference on Management Learning and Business Technology Education > Item 987654321/1046

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题名:	The Effect of Market Orientation on Business Strategies of Lifelong Learning Institutes: From the Intellectual Perspective
作者:	Chair, Graduate Institute of Business Administration, Tamkang University, Taiwan;Ph.D. Candidate, Graduate Institute of Management Science, Tamkang University, Taiwan
贡献者:	Hung, Ying-Cheng;Wu, Yu-Fen E-mail address: [email protected]
关键词:	continued education institute;market orientation;intellectual capital
日期:	2011-04
上传时间:	2011-07-12
摘要:	Universities are the academic organizations which aims to teach and do research in Taiwan. However, due to the universities expansion and the trend of low birth rate, most universities have got more stress on the recruitment of students. The registration rate determines the schools budget distribution and their existence in the future. Furthermore, universities have to seek financial support for themselves with very limited subsidy. At the same time, Department of Executive announces lifelong learning project, which encourages citizens studying at anytime, and any place. Owing to this plan, universities enlarge their target group from high school students to adults. Therefore, the setting of extension education center or adult education department becomes the main finical source. In the past, tangible assets were an important part on financial sheets, such as machines and buildings. However, with the rise of intellectual property rights, which shows more importance of enterprises operation. Thus, the researchers have started to discuss intangible assets from tangible ones. Intellectual capital is one of the parts of intangible assets. Intellectual capital includes human capital, relational capital and structural capital. External environment changes simultaneously influence human resource arrangement, internal relationship integration, and organizational structure adjustment. Consequently, the notion of intellectual capital has been seen as one of the core competitive advantages in the enterprises recently. The courses of continuing education institute belong to intangible products, which are market or client orientation. Therefore, the study will discuss how market orientation affects business strategy of continuing education institute from viewpoint of intellectual capital. This research uses the case study method. The case is an extension center in northern Taiwan and the interviewee is the chief executive officer of the center. The reason of using interview is that it can obtain more deep and complete data. The result shows that the continued education institute originally use focus strategy to recruit target group. Gradually, the institute has transferred to their differentiation strategy. And they develop early childhood education market is successful.
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