huge br Literature review br Research design

Literature review
Research design
Analysis and results The data analysis will consist of exploring the statistical properties of all the items of the scales and testing the validity and reliability of the constructs (Gallarza & Gil, 2006). We will verify the reliability through the inter-item consistency by Cronbach\'s alpha coefficient (Cronbach, 1951). Furthermore, we will undertake an exploratory factor analysis (EFA) to verify and, if necessary, delete items that huge compose constructs and a confirmatory factor analysis (CFA) to test the factors found in the exploratory factor analysis that should definitely compose constructs’ multidimensionality. Finally, the reliability and validity of the scales will be confirmed.
Conclusions This research provides important contributions to the theoretical perspective concerning the research on the adoption of the market concept in the public university context by expanding the few existing models of MO applied to the educational context (e.g., Caruana et al., 1998; Casidy, 2014; Flavián & Lozano, 2006; Hemsley-Brown & Oplatka, 2010). Specifically, the research employed a survey of public university managers with the aim of gathering the main actions that public university managers can use to orient their universities towards the different university stakeholders. Specifically, following the suggestion of several authors, who assert that universities should include more stakeholders (Benneworth & Jongbloed, 2010; Cervera et al., 2011; Greenley et al., 2005; Mainardes, Raposo, & Alves, 2012, Mainardes et al., 2014), the study proposes the introduction of the concept of SO to the higher education context by providing a SO scale for public universities as a second-order multidimensional construct.
Theoretical and practical implications According to Hammond et al. (2006), university managers might wonder what universities can do to strengthen their stakeholder orientation. Regarding the practical implications for public university managers, the study provides empirical results that can help university managers to implement actions and behaviours to focalise their universities on their stakeholders. Moreover, the scale obtained in the present study could be a marketing tool that can be useful to measure the stakeholder orientation degree of a public university. Moreover the scale can help university managers to bear in mind the importance of stakeholders’ needs, to attract and consolidate resources, to establish peer collaborations, to face up to external changes, and to disseminate marketing procedures into their institution, as Mainardes et al. (2012) highlight. Additionally, during the validation process, our results clearly suggest that public universities with a higher SO attain a better organisational performance in terms of beneficiary satisfaction. Therefore, this research promotes the importance of the SO concept and the need for Vector to be integrated within universities’ current strategies as one way to promote and develop stakeholder orientation as an important consideration to achieve better performance. In addition, our results support Siu and Wilson\'s (1998) suggestions along two main lines. First, a SO construct could cover the management\'s need to allow themselves to be accessible to other managers and administrators and also to all the internal university stakeholders by holding meetings with them regularly and answering questions about decisions. Moreover, managers can set stakeholder-oriented goals with similar institutions, funding institutions, and other external stakeholders. Second, the findings also suggest that beneficiary stakeholders’ demands need to be known and understood continuously and systematically. Finally, as claimed by Navarro and Gallardo (2003), universities have a lack of capacity to respond to social needs with speed, efficiency, effectiveness, and quality. For instance, several authors reveal their concern about the process whereby Spanish public universities are adapting to the new needs and social demands, recognising that there is some distance to Spanish universities with regard to marketing strategies (Llinàs-Audet et al., 2011; Mora, 2001). Thus, the results of our study could help university managers to implement a SO as a way to adapt public universities to the new scenario and make the whole system more oriented towards social demands.