Innovar
ISSN 0121-5051
RIVERA-CAMINO, Jaime MOLERO AYALA, Víctor. Market orientation at universities: Construct and exploratory validation. []. , 20, 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.
: Market orientation; marketing universities; teaching education; nonprofit marketing.