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Intelligence Generation and Intelligence Dissemination as a Basis for Efficient Responsiveness in Higher Education - The Case of Croatia

The basic subject matter of this research is the question of determining the components of market/social orientation, the affect of particular components (intelligence generation, intelligence dissemination and responsiveness to market intelligence) on market/social orientation to multiple stakeholders of higher education (HE) institutions in Croatia, mutual connection of particular components, as all this ultimately affects efficient stakeholder management in higher education and its performance. This is especially important for institutions of Croatian higher education, as the non-profit status of the field is being questioned, the amount of private institutions of higher education increases and the challenges of the Bologna process and new international competition are mounting. In addition, there haven’t been similar studies, especially in the HE field and towards a larger group of target groups/stakeholders. Considering the characteristics of the Croatian HE sector and the academic community seven stakeholders (students, potential students, economic sector, education personnel, authorized ministry/other state institutions, parents of actual and potential students, competition/other higher education institutions) have been selected. According to research results, among the three components (intelligence generation, intelligence dissemination and responsiveness) that affect the market/social orientation towards stakeholders of Croatian HE system, the least represented is the first one – intelligence generation, and generated intelligence should be the foundation for initiating a certain quality and appropriately timed response. There is an existence of a significant statistical connection of the intelligence generation, intelligence dissemination and responsiveness with the same correlation direction, therefore carrying the weakness from the first component (generation of intelligence) significantly over to dissemination and, finally, to responsiveness. Also, there is a significant statistical connection between the third component (responsiveness) and market/social orientation thus eventually transferring the weaknesses of social orientation components to a degree of total market/social orientation in Croatian (HE) system. Regarding the requirements of the knowledge society, which accent the flexibility, interdisciplinary, creativity and lifelong education for science, market/social orientation in HE which takes into consideration research based on continuous intelligence generation, intelligence dissemination and efficient response is also becoming one of the requirements for achieving knowledge society.

knowledge society, higher education, multiple constituencies, social orientation, intelligence generation and dissemination, responsiveness to market intelligence

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