STUDENTS’ EVALUATION FOR MARKET ORIENTATION: EVIDENCE FROM EGYPTIAN BUSINESS SCHOOLS

This paper aimed at revisiting the market orientation philosophy, through examining the impact of organizational culture on market orientation within Egyptian business schools. Data were gathered from 46 informants in three business schools in Egypt. The informal and implicit nature of the marketing phenomena under investigation and the need to gain scientific insight into them called for using Grounded theory methodology. Grounded theory analysis helped to identify three distinct models in higher education in Egypt. The models show distinct ways in which organizational culture affect market orientation mechanism, which capitalizes on students' evaluation to fulfill the strategic agenda of business schools within their operating marketing environment.