Robert L. Webster Kevin L. Hammond James C. Rothwell


This paper is part of a stream of research dealing with customer and market orientation within higher education, specifically within business schools holding membership in AACSB-International. A market orientation strategy leading to a customer and market-oriented organizational culture is based upon the acceptance and adoption of the marketing concept.  The market-oriented organization recognizes the importance of coordinating the activities of all departments, functions, and individuals in the organization to satisfy customers by delivering superior value.  The market-oriented organization continually monitors customer information, competitor information, and marketplace information to design and provide superior value to its customers.  Theory and empirical research suggest that higher levels of customer and market orientation result in a greater ability of the organization to reach its objectives, in other words, higher levels of organizational performance.  This paper extends the current research on the use of the market orientation strategy by reporting and analyzing customer and market orientation levels (scores) toward two customer groups within AACSB member business schools.  The two customer groups studied were students and employers of students.  Data input from three separate administrative levels having responsibilities associated with the business school were collected and analyzed.  The administrators participating in the study were academic vice-presidents, business school deans and marketing department chairs. A critical underlying question in the research is whether students and employers of students are viewed as customers by higher education administrators.  Comparisons of the various reported scores are made against a benchmark established in the marketing literature and then are compared by administrative group against one another.  The university academic vice-presidents, business school deans, and marketing department chairs were surveyed by way of a national mail survey.  All administrators were from colleges or universities holding membership in AACSB-International. 102 Vice-Presidents, 141 Business School Deans, and 94 Marketing Department Chairs responded.  The paper presents details of the research process, findings, statistical inferences, and discusses the implications of the research for schools of business and academic marketing departments.
Customer orientation; market orientation; higher education performance


Download data is not yet available.
How to Cite
WEBSTER, Robert L.; HAMMOND, Kevin L.; ROTHWELL, James C.. Customer And Market Orientation Within AACSB Member Business Schools: Comparative Views From Three Levels Of Administrators. American Journal of Business Education (AJBE), [S.l.], v. 3, n. 7, dec. 2010. ISSN 1942-2512. Available at: <>. Date accessed: 19 sep. 2017. doi:

Most read articles by the same author(s)