Examining the Role of Competition Intensity as Moderator on Market Orientation and Performance Relationship in Private Universities

Higher education sector in India has witnessed a rapid growth in the past few years. The number of private universities is increasing and so is the intensity of competition in the higher education sector. Scholars in the past have linked market orientation with organizational performance. This paper aims at examining the market orientation-performance relationship in private universities of India. The study also examines the moderating effect of competition intensity on the market orientation and performance relationship. Results of the study confirmed the presence of a positive relationship between market orientation and economic performance. The study not only explored economic performance but also examined the effect of market orientation on students' and research performance of the universities. The results of the study indicated that the intensity of the competition affects the proposed relationship between market orientation and performance in private universities. Implications, limitations and directions for further research are also discussed in the later sections of the paper.