This paper addresses how market orientation (MO) is conceptualised in the higher education (HE) literature. A search of major research databases with multiple keywords was performed to identify relevant peer-reviewed articles over twenty years. Five categories of literature conceptualising MO in an HE context are delineated. The paper concludes that a conceptualisation of MO in an HE setting needs to reflect the cultural and behavioural perspectives, a comprehensive stakeholder perspective and reflect the evolution that has taken place in the concept. Finally, this conceptualisation must reflect the complexities of MO in the HE sector. The paper offers guidance for an evidence-based assessment and application of MO in HE settings. This review of the literature can serve as a roadmap for academics and help stimulate further interest.