Market Orientation at Universities: Construct and Exploratory Validation Articles uri icon

publication date

  • January 2010

start page

  • 125

end page

  • 138


  • 36


  • 20

International Standard Serial Number (ISSN)

  • 0121-5051

Electronic International Standard Serial Number (EISSN)

  • 2248-6968


  • 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.