In spite of every indication that organizational decision making often involves an integrated perspective of the functional areas of business, many business-school curricula produce functional-area majors who do not have a grasp of the overall business context. Our accounting programs produce great accountants. Our marketing programs produce great marketers. But ask an accounting student about consumer behavior, or ask a marketing student about internal rate of return, and too often the reply will be, "That's not my area." If medical schools took the same approach, a cardiologist couldn't help a choking victim and a urologist couldn't perform CPR. We need to change our focus. I believe we academics share the blame with corporate recruiters for this situation. We are often too busy to change our approach to business education, and corporate recruiters tend to recruit functional-area specialists. (An obvious exception to this, of course, is the consulting company that recruits the "best and brightest" that it can attract, regardless of major.) We need to transform the undergraduate business curriculum in a way that focuses on what business needs people to do, not what they are hired to be. That is, business schools need to focus on successful business behaviors, not being a particular business major. Let's imagine a business curriculum that focuses on what successful business people are able to do, rather than a curriculum that is based on exposure to accounting, finance, marketing and so forth. What behaviors might we include? These come to my mind:
- Problem formulation. Business people need to be able to imagine the structure of their environment so that they may have a chance of managing it. In a world of increasing complexity and ambiguity, the benefits of understanding what problem you are trying to solve are immeasurable. Gaining consensus on the problem definition can go a long way toward exposing conflicting assumptions held by stakeholders. Besides, solving the wrong problem is almost guaranteed to be a waste of resources.
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