Resumen de Innovation for educational institutions: a proactive market orientation model

Agustín Peralt Rillo, Gabriela Ribes Giner, Ismael Moya Clemente

• The present study aims to create a framework for innovation to help universities to get through a proactive market orientation a strong innovation policy for their postgraduate programs based on the cocreation innovation paradigm.

  Through a systematic review of service innovation focused mainly on customer cocreation, innovation for postgraduate institutions and its relative customer decision making process for postgraduate programs, we have analyzed the possibility to create a framework for improving the innovation among those institutions for this particular segment of postgraduate students.

  Therefore, this research makes a significant contribution to the body of knowledge in this important area of Customer Cocreation Innovation which can assist the University, administrators, managers and recruiters in adapting their marketing strategies and their related innovation policy in order to differentiate from the competition in a complex sector like the postgraduate education one.