... 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...

... from a market‐oriented perspective where the educational system provides production and services (i.e. producing and maintaining human resources) for the market of a national economy (considered as a customer), thereby enhancing the knowledge level of human beings while recognizing the more or less...

... Limited 1997 Competitive strategy Consumerism Higher education Market orientation USA Given this paradox, Birnbaum (1988) made three rather interesting speculations: perhaps the system is successful because it is poorly managed; perhaps the system is successful but can be improved...