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Market Orientation of Spanish Public Universities: A Suitable Response to the Growing Competition

ABSTRACT As has been the case with other public services, the Spanish university system has, over the last few years, undergone radical changes that have completely transformed the form and type of activities carried out therein. The far-reaching effect of these changes and of others that will probably occur in the not too distant future obliges the university system to adapt to the new conditions that govern it. Therefore, this research analyzes the origins of the growing competition that is being experienced by Spanish public universities. In addition, a sample of university teachers is the basis for an empirical study analyzing the relationship between market orientation as put into practice by them and the results they obtained from carrying out their university duties: teaching, research and the spreading of culture.