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Transactions: WSEAS TRANSACTIONS ON ADVANCES in ENGINEERING EDUCATION
Transactions ID Number: 52-272
Full Name: Wen-Jung Chang
Position: Ph.D. Candidate
Age: ON
Sex: Male
Address: NO. 151, Yingjung Rd, Dansui Jen, Taipei 251
Country: TAIWAN
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E-mail address: rickrong@gmail.com
Other E-mails: rickrong@ms4.url.com.tw
Title of the Paper: external marketing or internal marketing: who determines the performance of modern university?
Authors as they appear in the Paper: Shu-Hsien Liao; Wen-Jung Chang
Email addresses of all the authors: michael@mail.tku.edu.tw; rickrong@gmail.com
Number of paper pages: 11
Abstract: Marketing is an organization¡¦s capability exhibiting superiority in communicating with customers,and creating high value-added products/services to differentiate from rivals. Since the popularity of life-longlearning brings numerous profits to these old universities, thereby they need to become more market-oriented and entrepreneurial to survive in knowledge-based society. However, few studies focusing on today¡¦s universities explore the role of marketing capability in achieving better business performance. As external marketing alone for a service organization cannot afford to manage complicated marketing problems, except with internal marketing concurrently. Therefore, this paper aims to make a comparison with external and internal marketing to find how they influence the final success of today¡¦s university. Based on 261 valid samples from 70 Taiwanese universities, this study uses structural equation modelling (SEM) to test hypotheses and our finding indicate!
s that marketing capability serves a complete mediator on market orientation and business performance, while external marketing advantages internal marketing to determine the performance of modern university.
Keywords: Market orientation; Marketing capability; External marketing; Internal marketing; Business performance; University
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