Orientación al Mercado del Profesorado Universitario: Análisis de la Licenciatura en Administración de la Universidad Tecnológica de Nayarit

• DOI: https://doi.org/10.22533/at.ed.43025280811

• Palavras-chave: orientación al mercado; docente; Administración; educación superior.

• Keywords: market orientation; faculty; Management; higher education.

• Abstract: The aim of this study is to analyze the level of market orientation among professors of the Business Administration program at the Universidad Tecnológica de Nayarit, based on the behavioral perspective proposed by Kohli and Jaworski (1990). This approach conceives market orientation as a set of activities related to the generation of market intelligence, its dissemination within the organization, and the coordinated response to such knowledge. The research followed a quantitative, descriptive, and cross-sectional design, applying a questionnaire to 10 professors; data were processed according to the methodology of Gaski and Etzel (1986). The results show that 60% of professors are classified as “Somewhat oriented” and 40% as “Fairly oriented,” with a remarkable performance in responding to market intelligence (90% respond well and 10% very well). However, weaknesses are evident in the dissemination of information, where 40% do not disseminate intelligence and none reach higher levels. These findings highlight the need to strengthen institutional communication mechanisms, offering an original contribution to the study of market orientation in higher education institutions.