International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Effects of Market Orientation on Business School Performance: A View from Marketing Department Chairpersons and Business School Deans of AACSB Member Schools
Robert L. Webster, Kevin L. Hammond, James C. Rothwell

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. Marketing department leaders and the business school deans were asked to respond to a mailed survey. Ninety-four marketing department chairpersons and 131 business school deans responded. The manuscript details the data collection and analysis processes, the statistical findings, implications for business school administrators, as well as a call for additional research.

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