<title>ABSTRACT</title> Colleges appear to be more eager and willing than ever to adopt a market orientation given declining enrollments and the downsizing that many are experiencing. Yet, the factors which foster and produce a market orientation have not been well defined in previous research. This study...

In our last issue Professor Hollander looked at the American retail scene and discussed the role of the larger organisation, particularly in relation to such factors as suburbanisation, franchising, and diversification. This article by NRMA President James R. Williams deals specifically with the...