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RESEARCH PRODUCT

Market orientation in university: a case study

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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 is directly and positively affected by the MO of the upper hierarchical levels. The focus is on a university in a developing country.Design/methodology/approach – The information was gathered from a convenience sample using a self‐administered questionnaire (219 teacher staff valid questionnaires and 34 directors, secretaries and head of course's questionnaires). Data were analysed using confirmatory factor analysis and structural equation analysis.Findings – The results show that campus MO has a positive significant impact on the schools MO but not on the teaching staff. Likewise, the schools MO does not affect teaching staff MO. However, teaching staff MO does impact job satisfaction (JS).Research limitations/implications – The study was carried out i...