Abstract

RIVERA-CAMINO, Jaime  and  MOLERO AYALA, Víctor. Market orientation at universities: Construct and exploratory validation. Innovar [online]. 2010, vol.20, n.36, pp.125-138. ISSN 0121-5051.

Faced with a panorama of growing competitiveness in which universities are forced to get resources on their own, the concept of market orientation can be seen as a solution backed by ample literature. However, the existing literature is based principally on the profit-making sector with the publications in the educational field being still scarce. The purpose of our exploratory research is to develop and validate a market orientation measure in a sampling of Spanish universities. The scale integrates and expands the theoretical proposals from previous research; it shows acceptable levels of reliability and validity while allowing the setting-up of future lines of research in the area.

Keywords : Market orientation; marketing universities; teaching education; nonprofit marketing.

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