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Abstract
This paper focuses on higher education in Canada. Indeed official statistics reflect a critical contribution of international education in the globalization of its economy. According to the official website of global affairs Canada, "total annual expenditure of international students including their visiting families and friends, contributed almost $11.4 billion to economic activities in Canada in 2014. This translates to $9.3 billion in Gross Domestic Product (GDP) contribution to the Canadian economy. In this study, we hypothesize that: Market orientation positively influences Canadian universities' performance. Therefore our proposed research model, Figure 2, is represented according to Zebal and Goodwin (2012).
Keywords Market Orientation, Performance, Economy, Education, Gross Domestic Product
Introduction
Although the relationship between market orientation and business performance is widely discussed in previous literature, (Pelham and Wilson, 1995; Dawes, 2000; Shoham et al., 2005; Murray, Gao and Kotabe, 2011; Kirca et al., 2005) there are only few researches that assess universities market orientation-performance link (Zebal & Goodwin, 2012;Tsiotsou & Vlachopoulou, 2011; Mahmoud & Yusif, 2012).
Indeed, higher education is becoming a global business. According to Naidoo (2010), international student mobility contributes to the development of international trade in education. Naidoo (2010) explains that demand for higher education "has led to a large number of students, mostly from developing countries, travelling abroad for their studies, leading to a sort of academic trade, where knowledge and expertise are treated as traded services".
In Figure 1, Naidoo (2010) illustrates the development in international student flows, from a mere 149,590 in 19551 to a peak of approximately 2.7 million in 2006.
In this research, we focus on higher education in Canada. Indeed official statistics reflect a critical contribution of international education in the globalization of its economy.
According, Table 1, to the official website of global affairs Canada, "total annual expenditure of international students including their visiting families and friends, contributed almost $11.4 billion to economic activities in Canada in 2014. This translates to $9.3 billion in Gross Domestic Product (GDP) contribution to the Canadian economy»
Thus, international higher education in Canada is becoming a growing business....