Belias D., Kyriakou D., Koustelios A., Varsanis K., Sdrolias L., (2016),“The role of organizational culture in Greek higher education quality”. 5th International Conference on Strategic Innovative Marketing, Athens , Greece, September 23-26, 2016

The relationship between organizational culture and effectiveness is established in literature. This   study provides insight into the role of organizational culture viewed in the context of quality management in higher education in Greece. Considering the market forces of competition and socio-economic conditions, the political context and students' learning experiences and expectations, it is legitimate to apply the marketing paradigm in tertiary education. It appears that due to the impact of economic recession on higher education and the difficulty to accept and implement quality assurance practices in Greece, transformation of the existing organizational culture in higher education institutions is perceived to be the means for quality assurance systems to be accommodated in Greek higher education.

Keywords: higher education, quality management, organizational culture .