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 Sri
Lanka. 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 to measure the Market
Orientation. Correlation and regression analysis were used in order to identify the
association among market Orientation, innovativeness and performance. Three market
orientation measures included intelligence generation; intelligence dissemination and
responsiveness to intelligence were used to investigate their relationships with
Innovativeness and performance. All three measures were found to be statistically
significant and positively related to the Innovativeness and performance of the course
programmes Universities in Sri Lanka. Based on the studies, the Universities were
suggested to follow proper market oriented strategy in higher education system, it will
lead to optimum performance achievement.
