The entrance of for-profit charter schools into the public educational system is one of the most recent manifestations of market-based reforms in public education. Previous studies raise concerns over the marketisation of education and suggest that market reforms clearly change teacher attitudes and behaviour. Taking a public administration theoretical approach, this article discusses how for-profit schools influence the behaviour of teachers. This article develops an index (the Market Orientation Index) for measuring market orientation among teachers. Analyses of differences in scores on the Market Orientation Index among a sample of Swedish teachers working in public schools and for-profit charter schools also shows that charter school teachers are more market oriented. The result indicates that for-profit school ownership led to the emergence of the "market-oriented teacher". (Contains 4 tables and 5 notes.)