Managers’ Reaction to Total Quality Management in U.S. Business Schools

Total Quality Management activities are gaining prominence in higher education. Many universities and colleges are implementing these activities across their institutions and incorporating them into the curriculum. Total Quality Management adoption by academia may enerally be attributed to pressures from industry. This research studies the views and expectations of industry managers across the United States on the subject of Total Quality Management in business education. The related literature is reviewed and from it research questions are posed concerning managers’ views of Total Quality Management adoption in business education. Managers were surveyed, and their views in general align well with those of prominent industry advocates. Industry managers in the study, however, are sending the message that knowledge of Total Quality Management is not a prerequisite for employment.In addition, given their opinion that industry is not the primary customer of the business school, managers may be neglecting the supplier‐customer relationship with area business schools. This is a gap that needs to be bridged if business schools are expected to embrace Total Quality Management practices.