|dc.description.abstract||This thesis examines the application of the disciplines of the learning organisation to inform a
marketing strategy inspired by creativity and innovation that fosters lifelong learning in a Māori
organisational setting, specifically Te Ara Poutama, the Faculty of Māori and Indigenous
Development at the Auckland University of Technology (AUT).
Senge’s 1990 book, The Fifth Discipline, provides the theoretical framework for this thesis. The
application of the disciplines of the learning organisation to a marketing strategy, informed by
Māori values can facilitate better outcomes for Māori students, our communities and ourselves.
A kaupapa Māori philosophical framework underpins the research. The application of non-Māori
theory to an organisation committed to sustaining indigenous cultural values, beliefs and practices
may seem challenging, but can be done to realise competitive advantage. Furthermore, the
research provides compelling support for Māori cultural beliefs and practices which complement
the learning organisation theory because they add a unique dimension to the marketing mix.
Specifically it is argued that in-depth knowledge of Māori culture, more specifically te reo Māori
me ngā tikanga Māori, provides a competitive edge for our graduates in a crowded tertiary sector
market. As the learning organisation disciplines become entrenched in the faculty, the
receptiveness to change and the propensity to learn faster than our competitors reinforces this
competitive advantage. The disciplines of the learning organisation have been successfully
encouraged in a Māori cultural context and, as a result the faculty’s marketing strategy has been