Accounting Department Leaders of Public and Private Colleges and Universities View Business School Performance through a Market Orientation Lens

• In Event: Session C: Accounting Behavior and Organizations

Abstract

This manuscript reports the results of a national survey examining the levels of reported market orientation toward students and explores its impact on business school performance for both private schools and public schools. 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 affect organizational performance. The business schools studied were all members of AACSB and all were located in the United States. The accounting department chairpersons were asked to respond to a mailed survey. The survey questions used came from a reworded Narver and Slater (1990) “market orientation” scale and the Jaworski and Kohli’s (1993) “overall performance” scale. 98 accounting department chairs responded to the survey Of the 98 respondents, 39 were from private schools and 59 were from public schools. The manuscript details the data collection and analysis processes, the statistical findings, implications for business school performance and presents a call for additional subject matter research.

Authors

• Robert L Webster, Ouachita Baptist University

• Kevin L Hammond, University of Tennessee at Martin