The article empirically presents the findings of a study about the changes in marketing orientation and the accompanying changes in the organizational resources of the private sector institutions. This publication on the subsample of private institutions is the part of a major undertaking which was designed to: (1) to determine the degree to which marketing orientation has become the main driving force in the institutions of higher education (2) to isolate the structural characteristics which either popularize or impede the adoption of a marketing orientation, and (3)to test the central hypothesis that the increased marketing orientation leads to greater success in acquiring and managing institutional resources. The research is based on an in-depth case study method whereby 81 administrators from twenty-four universities were interviewed through personal visits. Statistical analyses indicate a rapid acceptance of marketing orientation in the private sector over the five year period of investigation. The results confirm the central hypothesis that the impellent of improved marketing orientation is higly visible on the attraction of institutional resources and the management thereof.