Customers vs. products: adopting an effective approach to business students

Compares the benefits and consequences of two different educational philosophies adopted by business schools: the customer‐oriented approach and the product‐oriented approach. The customer approach suggests that faculty treat the students as their customers and the product approach requires that faculty treat the students as their products. Under a student‐customer program, enrollment and levels of student satisfaction increase at the expense of learning and program quality. The product approach shifts the focus from student satisfaction to student capabilities and holds business programs responsible for producing knowledgeable, effective students who possess skills and talents valued by public and private corporations.