ABSTRACT
The recognition of the importance of the “relationship” between all parties involved in business markets is significant and affects all of the items listed in the “1990s” column. University business schools are called on to make changes in the design, delivery, and management of executive education programs to achieve this goal. In most cases, though, executive education programs have participants from many organizations, with the program leader presenting information on a variety of standard business marketing topics. The method of “action learning” is introduced as a way to integrate the change component into executive education programs offered by institutions of higher learning. The formation of such programs will probably have to begin in discussions between senior administrators of the school and senior management of the corporation.
