To investigate the research questions, a literature review was conducted concentrating on definitions and features of IIOs, main models for marketing based on information flows, approaches of business performance measurement and organisational morphology.

Defining an IIO provides the scope of this research and guides the discussion of why universities are IIOs. The review of modelling approaches provides methods to model IIOs based on information flows. Comparison of main approaches for business performance measurement shows the reason that current approaches are not suitable in assessing IIOs. The last part discusses the function of organisational morphology (OM), and also argues for the suitability of this approach. ysC7IsQCewRXr4fbUOJ5CiWTdUnKEt1R8w5K/8l2gOUPUsIGzWWXGcNZ0KY5Eb9D