Paper Title
Market Orentation: Does It Work in Higher Educaton Institutes?

Research Proposal: The concept of market orientation and its relevance with the competitiveness in business organizations has been widely discussed in marketing literature. However, whether this concept is relevant to academic institutes? To find the answer to this question, it certainly requires rather a logical and intellectual response. In this study, an attempt will be made to find the answer of this question that whether the concept of market orientation is relevant to HEIs. A reliable and valid market orientation scale for Universities/HEIs will be used to measure the market orientation in numbers of HEIs in Dubai. UAE. The findings of the study will help the researcher to establish the relationship of the market orientation and HEIs. Keywords- Market Orientation, market orientation scale for HEIs, Competitiveness in HEIs, Higher Education.