engleski

School Principals, Environments and Stakeholders: The Blessings and Heresies of Market Organization

In this chapter, the authors emphasize the need for schools and their principals to focus on the needs of their students and other relevant stakeholder groups. This orientation also implies flexibility in the management of educational systems, instead of the bureaucratic accountability currently prevailing in the South-East European education. Schools and their principals are advised to recognize the nature of market orientation and apply the ambidextrous integration of strategies that are both market- driven (implying adaptation to the educational environment) and market-driving (implying active exploration of the target market, influencing the market structures and managing relevant stakeholder relationships).

School Principals, Market Orientation, Market-Driving, Market-Driven, SEE Context

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