Market orientation at universitiesConstruct and exploratory validation
- Rivera Camino, Jaime
- Molero Ayala, Víctor
ISSN: 0121-5051
Année de publication: 2010
Volumen: 20
Número: 36
Pages: 125-138
Type: Article
D'autres publications dans: Innovar: revista de ciencias administrativas y sociales
Résumé
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.