The behavioral perspective of the Market Orientation of the Teacher of the Bachelor's Degree in International Logistics of the Technological University of Nayarit (UTN).

• DOI: https://doi.org/10.22533/at.ed.5584292425094

• Palavras-chave: Market Orientation, Higher Education Institutions, Teacher.

• Keywords: Market Orientation, Higher Education Institutions, Teacher.

• Abstract:

  The objective of this research is to determine the OM index (OM) from the behavioral perspective of the teacher of the Academic Program in International Logistics of the UTN . The theoretical current of OM from the behavioral perspective considered in this research is the one developed by Kohli and Jaworski (1990) and the instrument used was the one developed by Flavian and Lozano (2006), this work projects the constituent actions of OM in its three dimensions (information generation, information dissemination and response) to the reality of the Academic Program from the teacher's approach, and applies a measurement index to the context of the Higher Education Institution with survey data, and the results obtained are consistent with those shown in the literature, thus confirming the importance of the market-oriented behavior of the teacher, and it is also observed that there is a degree of OM and not the presence or absence of such Orientation. Despite the favorable results, there are areas of opportunity in the Dissemination of Market Intelligence that deserve attention.