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Download full textNiculescu, Mihai; Xu, Bing; Hampton, Gerald M.; Peterson, Robin T. – Administrative Issues Journal: Education, Practice, and Research, 2013
Historically, the measurement of market orientation has proved to be difficult, due to the low external validity of the concept. Existing scales exhibit acceptable properties in measuring market orientation in business organizations, but are less accurate in the context of higher education institutions. This paper compares the performance of three…
Descriptors: Measurement, Higher Education, Comparative Analysis, Orientation
