Peralt Rillo, AgustínRibes Giner, Gabriela2015-06-242015-06-242013Peralt-Rillo, A., y Ribes-Giner, G. (2013). A proactive market orientation for the postgraduate programs. Dirección y Organización, (50), 37-47.2171-63231132-175Xhttp://hdl.handle.net/11268/4138The present study aims to help universities to develop a proactive market orientation as the precedent for a successful innovation policy for their postgraduate programs through a deep review of the concepts of “proactive market orientation” of the postgraduate market and its relative “postgraduate decision-making process”. This ‘decision-making process model’ will be the perfect framework which will facilitate different reflections about customers (adult students), companies (employers) and universities and all their possible interactions which can exist under a “proactive market orientation” and the consequent strategies for a successful innovation policy.engjournal articleopen accessEnseñanza superior - EspañaUniversidades - EspañaEnseñanza superior