Market Orientation of Teachers and Researchers in Higher Education Institutions: A New Approach

AbstractWhile the market orientation strategy has been widely studied in commercial sector, its use in other type of organizations such as Higher Education Institutions is still unsatisfactory. The main objective of this paper is related the concept of individual market orientation (IMO) and adapt the I-Markor scale to measure the IMO of Teachers and Researchers in Higher Education Institutions. This paper, based on an extensive literature review on Market Orientation and IMO, conceptualizes the market orientation strategy, taking into account higher education peculiarities and discusses the principle dimensions of the IMO concept in Higher Education Institutions