University of Jyväskylä

Dissertation: 30.1. Mercury beats Minerva? Essays on the Accelerating Impact of Market Logic Permeating Higher Education (Juusola)

Start date: Jan 30, 2015 12:00 PM

End date: Jan 30, 2015 03:00 PM

Location: Ylistönrinne, KEM1

Juusola, Katariina
Juusola, Katariina
M.Sc. (Econ) Katariina Juusola defends her doctoral dissertation in Marketing ”Mercury beats Minerva? Essays on the accelerating impact of market logic permeating higher education”. Opponent Professor Behlül Üsdiken (Sabanci University, Turkki) and custos Professor Kimmo Alajoutsijärvi (University of Jyväskylä). The event is in English.

This study examines the relationship between two major institutional logics in higher education, the academic logic (Minerva) and market logic (Mercury), which have shaped the development of universities over the past century. The aim of this thesis is to contribute to our understanding of how and why the market logic emerged and gained influence in higher education. The main argument of this study is that the increasing influence of market logic involves two processes; first, the market forces that have shaped higher education have in turn legitimized market logic, and second, the functional background of business schools enabled the introduction of Mercury to Minerva when these schools became part of universities. Since this initial encounter, the relationship between Mercury and Minerva has become increasingly peculiar. This study suggests that although the academic and market logics can function as plural logics, significant challenges inevitably emerge from this uneasy truce because many of the characteristics of these institutional logics conflict. 

This study contributes to an improved understanding of the emergence and institutionalization of the market logic, which was enabled by the business school link between academia and business. This thesis consists of three parts: I) an introductory essay, II) original research articles and III) conclusions and discussion. Part I explains how the market logic emerged, permeated and became institutionalized in higher education. To do so, institutional theory has been framed to understand universities’ institutional logics. Part II consists of four qualitative research articles, each of which has a unique focus and utilizes different methods and data. Finally, Part III brings together the findings of the introductory essay and interprets the findings of the research articles through more specific research tasks.

Keywords: higher education, business school, management education, globalization, institutional forces, market forces, institutional logic, market logic, academic logic

The dissertation is published in the series Jyväskylä studies in business and economics numerona 155, 274 s., Jyväskylä 2015, ISSN: 1457 1986, ISBN: 978 951 39 6053 7. Permanent link to this item: It is available at the University Library’s Publications Unit, +358 (0)40 805 3825,

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Katariina Juusola, puh. 040 8054 145,

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Katariina Juusola