Abstract
The present paper tries to analyze the relationship among diverse leadership types and market orientation in the university context; and the impact on the job satisfaction of the lecturers in a developing country. To reach it, the Centro de Estudios Superior del Estado de Sonora (Mexico) has been chosen; with a sample of 219 university lecturers. The results show that instrumental and compasive leadership styles have a positive impact on market orientation; but not participative leadership. Also, there is a positive relationship between market orientation and job satisfaction.
