Effects on School Performance of Market Orientation toward Students: Views from Accounting Chairs and Deans of Public and Private B-Schools

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Abstract

This manuscript reports the results of a national survey examining the levels of reported market orientation toward students and its impact on business school performance. More specifically, the research seeks to determine if private business schools and public business schools exhibit differing levels of market orientation and if so, do these differing levels impact organizational performance. The business schools studied were all members of AACSB-International. The business school deans and accounting department chairpersons were asked to respond to a mailed survey. 130 business school deans responded of which 36 were from private schools and 94 were from public schools. 98 accounting department chairs responded. Of these, 39 were from private schools and 59 were from public schools. The manuscript details the data collection and analysis processes, the statistical findings, and implications for business school performance as well as a call for further research.

Authors

• Robert L Webster, Ouachita Baptist University

• Kevin L Hammond, University of Tennessee at Martin