Rivera-Camino, JaimeMolero Ayala, Víctor2023-03-102023-03-102010-01-01Rivera-Camino, J., & Molero Ayala, V. (2010). Market orientation at universities: construct and exploratory validation. Innovar, 20(36), 125-138. https://revistas.unal.edu.co/index.php/innovar/article/view/29156/29416Rivera-Camino, J., & Molero Ayala, V. (2010). Market orientation at universities: construct and exploratory validation. Innovar, 20(36), 125-138. https://revistas.unal.edu.co/index.php/innovar/article/view/29156/29416https://hdl.handle.net/20.500.12640/3335Faced 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.Ante un panorama de competitividad creciente en el cual las universidades están obligadas a conseguir recursos por su propio desempeño, el concepto de Orientación al Mercado se presenta como una solución apoyada por amplia literatura. Sin embargo, la literatura existente se basa principalmente en el sector lucrativo y las publicaciones en el sector educativo aún son escasas. El propósito de nuestra investigación exploratoria es desarrollar y valorar una medida de Orientación al Mercado en una muestra de universidades españolas. La escala integra y expande las proposiciones teóricas de investigaciones previas. Muestra aceptables niveles de fiabilidad y validez y permite establecer líneas de investigaciones futuras en el área.application/pdfapplication/pdfengAttribution-NonCommercial-ShareAlike 4.0 Internationalinfo:eu-repo/semantics/openAccessMarket orientationMarketing universitiesTeaching educationNonprofit marketingOrientación al mercadoMarketing de universidadesFormación del profesorado universitarioMarketing no lucrativoMarket orientation at universities: construct and exploratory validationinfo:eu-repo/semantics/articlehttps://purl.org/pe-repo/ocde/ford#5.02.04