Applying ‘MARKOR’ in education: An Empirical Study of Colleges

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Applying ‘MARKOR’ in education: An Empirical Study of Colleges

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Title: Applying ‘MARKOR’ in education: An Empirical Study of Colleges
Author: Siddiqi, Mushtaq Ahmed; Sahaf, Musadiq A
Abstract: A number of scholars have emphasized the awareness of community needs, changes in educational markets and relevance of the market oriented approach in education. All this demands an education system to be market oriented. However, even if researchers have started examining market orientation related issues in some specific service sectors like insurance, banking, health care, hotel industry, yet there appears little such research studies in education sector. Accordingly, a great need was felt to develop a market orientation scale for education sector in the Indian context. The authors after modifications of the market orientation measuring scale ‘MARKOR’, originally developed by Kohli et al (1993) have proved its applicability in education sector. Moreover, using a modified version of Jaworski & Kohli’ work (1993), it is also found that the antecedents of market orientation are almost as significant in education sector as have been proved in product sector. Major findings are drawn, suggestions are offered how to improve the level of market orientation in education sector, & finally, the directions for future research have also been discussed.
URI: http://dspaces.uok.edu.in/handle/1/805
Date: 2006


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