Market Orientation towards Students and Organizational Performance: Perceptions of Accounting Department Chairpersons of Public and Private Business Schools Belonging to AACSB

Abstract

This manuscript reports results of a national survey of Accounting Department Chairpersons examining levels of reported market orientation toward students and explores its impact on business school performance for both private and public business schools. Specifically the research seeks to determine if private business schools and public business schools exhibit differing levels of market orientation toward students and if so, do differing levels affect perceived organizational performance. The business schools studied were all members of AACSB. AACSB member schools were chosen to study as they all have gone through rigorous examination from an outside agency and have demonstrated their high performance standards. 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 schools, and presents a call for additional research.