TITLE

MARKET ORIENTATION EFFECTS ON BUSINESS SCHOOL PERFORMANCE: VIEWS FROM TWO MANAGEMENT LEVELS

AUTHOR(S)
Webster, Robert L.; Hammond, Kevin L.
PUB. DATE
December 2014
SOURCE
Academy of Educational Leadership Journal;2014, Vol. 18 Issue 4, p231
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
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. The business schools researched were all members of AACSB and all were located in the United States. Two levels of management involved in the operations of the business schools studied. Business school deans formed one level and accounting department chairpersons represented the second level of managers who 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. 101 accounting department chairpersons and 131 business school deans responded to the survey. The manuscript details the data collection and analysis processes, the statistical findings, implications for business school administrators.
ACCESSION #
100277039

 

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