... of this paper is to establish the association between market orientation (MO) in the school context and key relationship marketing performance indicators. Design/methodology/approach MO and four relationship constructs (brand trust, affective commitment, attitudinal loyalty, and advocacy) were measured...

...Inés Küster; María Elena Avilés‐Valenzuela Purpose The paper aims to analyse the relationship between market orientation (MO) and results in the field of higher education, considering the importance of university teaching staff MO in relation to satisfaction and establishing that this orientation...

...Jane Hemsley‐Brown; Izhar Oplatka Purpose The paper's purpose is to test: whether there are significant differences between England and Israel, in terms of perceptions of market orientation (MO) in higher education (HE); which MO dimensions (student, competition, intra‐functional) indicate more...

...Izhar Oplatka; Jane Hemsley‐Brown Purpose The purpose of this paper is to present the major features of market orientation (MO) and its benefits for schools, suggests an inventory to measure the degree of MO in a school, and provides strategies to incorporate elements of MO into the school culture...

... methodologies to real world business problems. To develop market‐oriented strategies, it is imperative to first identify the need for market‐oriented learning, and the skill sets required by global markets. School, college and university education is a part of an individual’s life, which provides...

... Consumerism Higher education Market orientation USA Several models for classifying higher education systems exist in the literature. Some of these attempt to identify common elements among various higher education systems with the aim of classifying and categorizing them accordingly. Others seek...