Market orientation at universities: construct and exploratory validation

• Autores: Rivera-Camino, Jaime, Molero Ayala, Víctor
• Formato: artículo
• Fecha de Publicación: 2010
• Institución: Universidad ESAN
• Repositorio: ESAN-Institucional
• Lenguaje: inglés
• OAI Identifier: oai:repositorio.esan.edu.pe:20.500.12640/3335
• Enlace del recurso: https://hdl.handle.net/20.500.12640/3335
• Nivel de acceso: acceso abierto
• Materia: Market orientation; Marketing universities; Teaching education; Nonprofit marketing; Orientación al mercado; Marketing de universidades; Formación del profesorado universitario; Marketing no lucrativo; https://purl.org/pe-repo/ocde/ford#5.02.04

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.