Texas Roundtable on: The Future of Graduate Business School Education

A small group of academics and practitioners discuss the challenges now facing today's business schools. First and foremost is the challenge now being mounted by “online” courses to the traditional methods of classroom lecture and discussion, supplemented in some cases by apprenticeships and other kinds of “experiential” learning. How will traditional universities burdened with high and rising fixed costs for buildings and faculty compete with very low‐cost competitors—programs that reportedly have enabled star lecturers to reach audiences that, in some cases, have exceeded 100,000 students? In assessing the seriousness of the challenge, the panelists start by attempting to articulate what is valuable in current business school education—valuable enough to enable the best business schools to command as much as $175,000 for two‐year (or shorter) programs that confer MBAs. Much of the discussion focuses on establishing the relative importance of the disciplines, or body of knowledge, that are taught in business schools, as compared to the development of “collaborative” habits and interpersonal skills aimed at enabling students to make more effective use of their knowledge within large organizations. Some of the panelists, notably Jeff Sandefer, founder of the (now ten‐year old) Acton School of Business, argue that far too much of today's business school curriculum is devoted to the classroom and conventional learning. And many of the changes in the top business schools during the past decade appear to reflect Sandefer's charges. But, to the extent there is a consensus among the other panelists, it is that the best business schools will continue to try to accomplish both of these goals, though with varying degrees of effectiveness, while most schools attempt to maintain their specialized capabilities, and carve out distinctive niches based on them. For some schools, such specialization is likely to mean continued emphasis on theory and classroom learning—though almost certainly with more attention to practical application and collaborative decision‐making. For other schools, the main focus will continue to be the development of general management and leadership skills.     

Does Relationship Marketing Age Well?

Most managers agree that close co-operative relationships between business partners yield benefits to all parties. However, some question whether these benefits continue as the relationship ages. This article reports on a study designed to answer this question. The study suggests that, however long the relationship, building trust, commitment and the other components of Relationship Marketing (RM) continue to have a positive effect on the performance of business partners. However, it also shows that, over time, the positive effect diminishes. The authors suggest that managers need to recognize this, and to identify the true costs of building relationships so as to judge whether the diminishing returns justify the effort. Ultimately, managers need to vary their handling of each relationship because standardized RM practices are unlikely to be effective.     

Analyzing the underlying dimensions of firm profitability

In this paper we decompose a traditional measure for firm's performance, return on sales, into four components that capture the impact of productivity, price recovery, product mix and capacity utilization, respectively, on a firm's profitability. The new measures are used as an illustration to explain changes in the performance of firms in the US telecommunications industry following deregulation. Changes in the overall profitability margin of these firms are explained by substantial but offsetting changes in their productivity, price recovery ability, product-mix maximization and capacity utilization, that have occurred as a consequence of deregulation. The new measures enable us not only to illustrate relative differences between firms in a given cross-section but also to shed light on how changes take place over time in the different components that underlie firms' profitability.     

Y2K spending by entrepreneurial firms

While public debate leading up to year 2000 focused on the potential negative consequences of Y2K, some writers recognized that Y2K could set in motion a period of intense strategic investment in information technology (IT) of the type characterized by Schumpeter [Capitalism, Socialism, and Democracy, third ed., Harper and Row, New York, 1950, p. 81] as creative destruction. In performing the study presented here, we formulated hypotheses, based on Schumpeter's [The Theory of Economic Development, Harvard University, Cambridge, 1934, p. 57] theory of economic development, about the characteristics of firms that would have responded most aggressively to Y2K and tested these hypotheses using data obtained from Y2K disclosures made in filings with the Securities and Exchange Commission (SEC). Our findings provide striking evidence that Y2K spending increased with economic factors that are characteristic of entrepreneurial firms and with the competitiveness of the firms' industries. This observation of systematic Y2K spending patterns suggests that accounting disclosures of IT spending are informative and illustrates the potential power of economic catalysts for change, particularly with respect to IT resources.     

Logistics Service Providers and Their Customers: Gaining Commitment Through Organizational Implants

The current research examines the following question: how can on‐site representatives (i.e., organizational implants) be used to generate greater interorganizational relationship commitment? The relationship marketing literature explores many facets of interorganizational relationships and commitment, but until now, it has not considered the colocation of employees from separate firms. Dyadic survey data were collected from logistics service providers (LSPs) and their customers. The paired dyads were then analyzed using path analysis. Results indicate that organizational implantation can lead to greater levels of outcome interdependence between the organizations, which can then generate greater levels of commitment from the LSP toward the customer. Results also suggest that organizational implantation can lead to greater levels of relational capital and responsiveness, which is shown to generate greater levels of commitment from the customer toward the LSP.     

Managerial and Public Attitudes Toward Ethics in Marketing Research

This research updates and significantly extends Akaah and Riordon’s (J Market Res 26:112–120, 1989) evaluation of ethical perceptions of marketing research misconduct among marketing research professionals. In addition to examining changes in perceptions toward key marketing research practices over time, we assess professionals’ judgments on the ethicality, importance, and occurrence of a variety of new marketing research ethics situations in both online and offline contexts. In a second study, we assess ethical judgments of the public at large using a representative sample of US consumers—key stakeholders ignored in prior research on unethical marketing research practices. Generally speaking, disapproval of unethical research conduct has grown across the board in the last 20?years for both managers and marketing researchers. The same misconduct elicits a stronger disapproval in the online environment compared to the offline environment. Compared to marketing researchers, managers tend to think that unethical research conduct occurs more frequently. Those who conduct marketing research or use its findings (i.e., marketing researchers and managers) are less tolerant of unethical research conduct than the general public.     

New Product Development Structures: The Effect of Customer Overload on Post-Concept Time to Market

In corporate policy statements, seminars, journal articles—even in television commercials—the message comes through loud and clear: To remain competitive, we must do a better job of listening to our customers. Through close contact with customers, designers can more accurately identify market requirements, quickly refine product specifications, and thus reduce time to market. However, too much customer input can create confusion and duplication of effort, which ultimately increases time to market. In other words, some firms run the risk of over-listening to their customers. In a study of three global players in the electronic component industry, Srikant Datar, Clark Jordan, Sunder Kekre, Surendra Rajiv, and Kannan Srinivasan explore the effects of having too much input from customers. Specifically, they examine the relationship between a company's new product development structure and the volume of customer input, which in turn can affect time to market. The high-tech, fast-cycle firms examined in this study employ two distinct new product development structures: concentrated and distributed. A concentrated structure locates all product designers in one facility. This facilitates cross-product learning among designers, but limits designers' contact with customers and process engineers. A distributed structure disperses new product development among numerous manufacturing sites, giving designers close contact with customers and process engineers. However, a distributed structure limits designers' opportunities for cross-product learning. Analysis of 220 new product efforts reveals that the distributed structure offered a time-to-market advantage as long as these firms efficiently managed the level of customer interaction. When designers received input on the product design from no more than 25 customers, the distributed structure provided shorter time to market than the concentrated structure. Beyond the 25-customer level, time-to-market performance of the distributed structure degraded quickly and at an increasing rate. In such cases, more effective management of customer interaction might allow firms employing a distributed structure to enjoy the benefits not only of customer input, but also of improved coordination between product designers and process engineers.     

Are Selling,General, and Administrative Costs “Sticky”?

A fundamental assumption in cost accounting is that the relation between costs and volume is symmetric for volume increases and decreases. In this study, we investigate whether costs are "sticky"—that is, whether costs increase more when activity rises than they decrease when activity falls by an equivalent amount. We find, for 7,629 firms over 20 years, that selling, general, and administrative (SG&A) costs increase on average 0.55% per 1% increase in sales but decrease only 0.35% per 1% decrease in sales. Our analysis compares the traditional model of cost behavior in which costs move proportionately with changes in activity with an alternative model in which sticky costs occur because managers deliberately adjust the resources committed to activities. We test hypotheses about the properties of sticky costs and how the degree of stickiness of SG&A costs varies with firm circumstances.     

The impact of cultural differences in U.S. business-to-business export marketing channel strategic alliances

Given slower growth and fierce competition in the domestic market, combined with increasing opportunities in many overseas markets, more and more U.S. companies are going international. While many doing so may initially use a direct exporting approach that relies on foreign channel members to distribute the product in the host country, over time, strategic alliances among distribution partners may form based on trust, commitment, and cooperation. For these alliances to succeed, the partners' perceptions of these variables need to be congruent so that expectations on each side of the dyad are reasonably similar. However, what happens when the cultural backgrounds of each channel partner are substantially different? This study empirically examines whether cultural differences do affect trust, commitment, and cooperation in international marketing channel alliances between U.S. exporters and their foreign distribution partners. Based on the survey responses from 149 U.S. exporters with marketing alliances abroad, cultural differences do affect trust, commitment, and cooperation. The greater the cultural differences between channel partners, the lower the levels of trust, commitment, and cooperation. Managerial implications are discussed, and study limitations are identified.