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The Response of Canadian Business Schools to Consumerism
Author(s) -
SARKAR ASIT K.,
SALEH FAROUK A.
Publication year - 1972
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1972.tb00513.x
Subject(s) - consumerism , public relations , marketing , profit maximization , profit (economics) , context (archaeology) , business , economics , political science , market economy , microeconomics , paleontology , biology
Of the major issues dominating the public interest in recent times, perhaps consumerism is by far the most vital one. Reaching the forefront during the second half of the past decade, consumerism has drawn considerable attention from virtually all groups having a stake in the performance of the market place. The interest of the academic community in consumerism is no exception. For business educators, the prevalence of consumer protests and dissatisfaction with the market behavior yields a number of compelling but, nonetheless, crucial issues. For instance, should a business school try to improve its existing image—that of preparing its student to be a shrewd businessman with one pervasive criterion in mind, namely, profit maximization? Or, should business schools adopt the concept of training its graduate to be an enlightened businessman who attempts to maximize the profit of his firm, but in the context of what is best for the whole society? Should a business school play the role of a mediator between consumers and the business sector at large? It is to these and similar questions that the present investigation is directed.