Viewpoint: Applying the Distinction Between Market-Oriented and Customer-Led Strategic Perspectives to Business School Strategy

Abstract The mission-linked AACSB accreditation standards suggest the importance of the strategic management process for business schools. The standards also emphasize customer-driven curriculum changes. This article presents an application of strategic management literature for consideration in the strategic management process of business schools. Specifically, the distinction between market-oriented and customer-led strategies is described, and the particular relevance and importance of this for business schools is explained.