“…The market orientation strategy, based on the fundamental principle of marketing, may indeed have a positive impact on the enhancement of the qualitative process since the increased competition among the institutions will force them to improve in order to maintain/enhance their position and consequently attract more students, both in terms of quantity and quality. However, the whole discussion and debate is not around commercial goods or services but it is about education services – a sector completely different from the business sector in terms of attitude and values (Altrichter, 2010; Antikainen, 2010 cited by De Haan, 2015; Burley et al , 2012; Cai and Mehari, 2015; Capano and Regini, 2014; De Haan, 2015; Eckel, 2007 cited by De Haan, 2015; Hordern, 2013; Lokuwaduge and Armstrong, 2015; Lanford, 2016; Lueger and Vettori, 2014; Marince and Gibbs, 2009; Ntim et al , 2017; Papa et al , 2013; Parker, 2013; Rowlands, 2013; Trakman, 2008; Volante and Ritzen, 2016; Vidovich and Currie, 2011). One could consider that the business sector aims to enhance quality so as to attract more customers and increase economic potential.…”